Winter Holiday 2019: ‘Tis the season for ads
Published on:
07 October 2019
It’s never too early to start thinking
about the holidays. Certainly
advertisers start gearing up months
in advance, strategizing how they will
reach shoppers and win share of wallet
during the busiest time of year for
retail: The Winter Holiday season.
Retailers are
using a variety of strategies to try to
break through the clutter and connect,
varying the media channels, timing
and messages they use.
Kantar’s Media division, the
global leader in connected media
intelligence, has mined its extensive
database to understand and report
on these strategies.
Key findings of this brief include:
- Retail ad expenditures during the
Winter Holiday period declined
by 6%
- Walmart maintained its position as
the top spending advertiser while
Target jumped to second place
- Digital media’s share of retail
spending during the holiday period
continues to grow with top retailers
like Walmart heavily upping their
digital budget allocation
- Amongst top retailers, hybrid
shopping offerings played a
key theme in holiday creative
messaging last year as ecommerce
offerings become more and
more prevalent
- Kantar expects that retailer ad
spend for the 2019 holiday season
will increase YoY
Download this report today for important insights into how retailers are trying to make the most of the holiday season – and get the guidance you need to stand out from the clutter.