What every marketer should know before Black Friday and Cyber Monday
Brace yourselves! Black Friday is coming. This most important holiday of the e-commerce industry will take place on November 24th. Coupled with it, Cyber Monday will arrive three days later on November 27th. According to Adobe Digital Insights, Black Friday in 2016 surpassed $ 3 billion in online sales, moreover it was first such day ever to drive $ 1 billion in mobile revenue. Cyber Monday set a new all-time record for online sales: $ 3.45 billion! This year we will probably witness another records.
This progress is also shown by RTB House aggregate data from campaigns over 40 countries around the world. Last year the conversion rate (the ratio of the actions taken to the number of clicks on the ad) of the Black Friday and Cyber Monday campaigns were nearly 70 % and almost 30 % better than average CTR for November 2015. In turn, the total traffic on the observed websites was higher by more than 30% in Black Friday and 20 % on Cyber Monday.
We all have been there – huge queues in the stores and hundreds of thousands of customers fighting (often literally) for the most favorably discounted products. Therefore more and more people are buying online – comfort and peace of mind are a real value. Together with my team in RTB House, a global technology company specializing in advertising based on advanced retargeting scenarios, we have analyzed hundreds of campaigns in over 40 markets to identify 3 ways to increase efficiency during upcoming sales.