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 very specific days or spans of days. In the US alone, shopping events like Black Friday and Cyber Monday generate over $1 trillion in retail.
Specific shopping days are constantly being added to the calendar, like APAC’s ShopFest, Singles Day and the 618 Shopping Festival, and of course the global, Amazon Prime Day. And then there are also cultural and religious holidays like Diwali, Ramadan, Christmas, Chinese New Year, etc.
A key commonality across all these events is the presence of ad fraud, and its degree of impact which is compounded by the fleeting nature of 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, what are the ways that ad fraud impacts your business during your key seasonal campaigns?
It is not the 15 % wasted media spend that brands should be concerned about – after all, with fraud detection, these costs can often be recovered at billing time. Rather, the most significant cost of ad fraud is the cost of missed opportunity.
This guide discusses various ways that ad fraud impacts businesses during key seasonal campaigns, the increase in opportunity cost as ROI grows during seasonal demand surges and why prevention is key to reaching these high-intent seasonal shoppers.