Riding the wave of seasonal shopping intent
At certain times of the year, waves of consumer spending surge in different countries presenting massive opportunities for advertisers to reach an audience that has an inflated desire to shop. Across the globe, consumers spend trillions of dollars on specific days or spans of days. This year, with the global economy and consumer behaviour so impacted by COVID-19, these seasonal surges are more important than ever.
From cultural and religious events like Diwali, Ramadan, Christmas, Chinese New Year, etc. to shopping extravaganzas, like Singles Day, Amazon Prime Day, Black Friday, Cyber Monday etc. Brands invest significant time and money on advertising to capitalise on the seasonal surge in consumer spending.
A key commonality across all these events is the presence of ad fraud and the degree of its impact which is compounded by the fleeting nature of these seasonal events. If your ad budget is being impacted by ad fraud, then you are not reaching these high – intent shoppers.
But aside from lining the fraudsters’ pockets, ad fraud can impact seasonal advertising in a variety of ways – restricting ads from reaching as many of these high-intent shoppers and reducing a brand’s holiday advertising returns.
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