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The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

Adtech leaders share the top three tips to maximize your 2020 holiday campaigns

Allan Stormon
Senior Content Marketing Manager

If 2020 has taught us anything, it’s that even the best-laid plans can be upended at any given moment. However, despite the uncertainty, there’s still much to gain from this holiday season if you apply the correct insights and strategy. So, to help you maximize your campaigns to the fullest, we’re sharing three trends and three sets of tips from leaders across the adtech industry.

3 trends for the current holiday season

Many consumer shopping behaviors have been thrown for a loop this year, but we’ve pulled together the top three overarching trends that reveal how the current holiday season is shaping up for advertisers. Keep in mind that shoppers are still expected to maintain similar spending habits, even if more of that is focused online.

1. The 2020 holiday season is expected to be as busy as ever.

Despite COVID-19, shoppers don’t plan to significantly change their holiday spend compared to 2019. However, the data did reveal a stronger preference for online shopping, with 66 percent of shoppers anticipating that they’ll increase online purchases during this holiday season, according to a Radial Consumer Shopping survey.

2. Peak shopping times should mirror previous years.

About 39 percent of shoppers plan to start shopping in late October and early November, and approximately 30 percent plan to start on Black Friday or Cyber Monday, according to a Radial Consumer Shopping survey.

3. Black Friday shopping will be different.

Many retailers are forgoing their Black Friday plans because of the obvious health risks, and this is influencing a larger trend that suggests the big tradition with this specific shopping date may be over. Instead, this year retailers are offering longer sale periods. For example, according to Business Insider, Macy’s expects to be in “full force” after Halloween.

How to maximize your holiday campaigns in 2020

Hear from leaders across the adtech industry as they share tips to ensure your digital campaigns are primed for the weeks ahead, and as always, please contact your Oracle Data Cloud Representative or visit our site to learn more.

A big thank you to our participants:

  • Lynn Rupprecht, Principal Account Lead for Retail, MediaMath

  • David Fox, Chief Commercial Officer and Chief Development Officer, Criteo

  • Michael Shang, Vice President, Partnerships and Business Solutions Lead, StackAdapt

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