Marketing Insights
Marin Software's Official Blog

Riding the Black Friday and Cyber Monday Wave

By   November 7th, 2016

Here we go again. The shopping period is already here, and season-crazy advertisers are going where every ad campaign has gone before, but now even more so—online and mobile.

This year’s expected to be even more frenzied—and lucrative—than the last. To help you maneuver through the upcoming spending sprees and plan for a successful holiday season, we dug into the Marin Advertising Index to assess last year’s digital advertising performance and provide tips for Q4 2016. Check out a few of our industry highlights.

 

SPEND AND CONVERSIONS

In 2015, retailers spent 200% of their average daily spend on Black Friday, and received 210% more conversions.

PHONES AND DESKTOPS

Smartphone clicks grew by 87% year over year (YoY), almost equaling desktop clicks in 2015. Compared to 2014, 54% of clicks were on desktops and only 28% were on smartphones.

In 2015, retailers spent 200% of their average daily spend on Black Friday, and received 210% more conversions.

STAT #1

Cyber Monday had a bigger online presence than Black Friday in 2015. We may see this behavior again this year.

STAT #2

In 2015, Cyber Monday saw 280% higher spend than the daily average, and 270% of conversions.

For online advertisers, Cyber Monday should be even bigger than Black Friday. Advertisers should be ready for up to 3x more clicks and conversions. Begin preparing at least a week ahead for both Black Friday and Cyber Monday.

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