Father’s Day and graduation season are now behind us, but they’ve left good lessons on how to strategize for your marketing campaigns during smaller seasonal holidays and events. I recently shared three tips with Biz Report’s Kristina Knight in an article on how to better engage buyers during so-called “small-time” holidays.
Consider the bid price for CPM-based campaigns
Historically, we see increased ad volume for key retail holidays such as Mother’s Day and Father’s Day. With more demand, CPMs tend to rise, so it’s important that you bid high enough to win valuable impressions. Advertisers should prepare to increase bids up to two weeks prior to Father’s Day as that is when the majority of Father’s Day campaigns launch.
Whitelist it
Create whitelists to hit in-market users for websites across the top verticals for Father’s Day, including: sporting goods, home & garden and consumer goods. Contextual targeting is also an effective tactic. You can leverage channels such as Father’s Day, Automotive, Sports and potentially use custom keyword channels that you can curate yourself depending on your campaign goals.
Tie the campaign across devices
Look into third-party data providers that can provide segments across channels, including audiences by mobile activity. Some examples include:
- Apps by genre: Shopping and Lifestyle, Sports, Games
- Purchase Intent: Retail, Automotive and Boating, Technology
- Mobile-app based channels: Targets in-app users through contextually in categories such as: Shopping Apps, Top Ranked Apps, High App Usage