Your highlights from the past week’s digital advertising activity in the US across desktop, mobile, and video.
In a partnership with Disney’s newest film, Coco, Purple (Wondergel LLC) dropped serious ad cash leading into Black Friday. The mattress maker saw their impressions spike to 20x their 30 day average the day before Thanksgiving (and the day after the film premiered), led by a huge push on IMDB. This was Purple’s largest advertising campaign of the year, and all time, in terms of digital spend and impressions. Read More.
Two days before Thanksgiving, Kohl’s dropped nine new creatives and saw their digital impressions reach 9.3x their 30 day average. The biggest increase for the retailer happened on the Yahoo! homepage and other Yahoo! subdomains. Creatives were bold with flashy text promoting "Black Friday Deals, Online Now Through Friday” while others included a $15 off coupon. Once Cyber Monday rolled around on November 27th, Kohl’s launched six new creatives touting deals for that day only, including a 20% off coupon.
You might have been busy cooking your turkey on Thanksgiving day, but Nordstrom was busy releasing twelve new digital creatives to promote Black Friday sales at their namesake store and Nordstrom Rack. Impressions spiked by 8.5x their 30 day average on Black Friday while the brand targeted top sites like Reddit, Bustle, and Hearst Digital properties. The campaign focused on Nordstrom Rack, which appears to be an overall focus for the company on digital.
This Week in Digital data looks at trends amongst the top 500 US advertisers across desktop, mobile, and video for the a seven day period beginning on Wednesday of the previous week.