This year, Cyber Monday blew the top off predictions surpassing $3B in total digital sales. According to ComScore, Amazon, Walmart, eBay, Target and Best Buy led as the most visited retail properties on desktop and mobile. With Amazon and eBay being notorious shopping sites and Walmart pushing low prices all season long, Best Buy and Target put a strong focus on desktop ads. Both retailers have historically been in the top ranks of most visited sites during the shopping weekend; however, in 2015, both spent significantly more on digital than the year prior - enough to even break their website. Kohl’s, GAP and Home Depot also all more than doubled their desktop spend YOY going into Black Friday & Cyber Monday.
We are taking an in-depth look at the strategies behind 5 advertisers whose US desktop impression share each more than doubled from their daily average in November. Those advertisers are Target, Kohl's, Best Buy, GAP Inc., and Home Depot.
What are they running?
Target released 20% more unique creatives during the month of November compared to last year and ran an unprecedented 15% off promotion during Cyber Monday. Buying 100% directly on youtube.com (Target's top site), the retailer released several homepage banner ads leading into the shopping holidays.
How are they buying?
Where are they buying?
When are they buying?
Who is winning?
Free Download: Q3 Top Advertisers