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1、Your holiday season marketing playbook 2024Unwrap growth with Microsoft Advertisings festive season insights and tipsTable of contents2Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 401Seasons greetings02INSIGHTRetailers are revving up.Shoppers shop 24/7 03INSIGHTConsumers a

2、re still price conscious,search is their compass 04INSIGHTPeople gift friends and family first.Then,its self-gifting joy 05INSIGHTGifters love discounts,but thats not all that matters06Unwrap growth with Microsoft Advertising 07Your holiday checklist08Unwrap an outstanding holiday season301Seasons g

3、reetingsY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4We invite you to unwrap growth today.Throughout this playbook,youll find

4、Copilot prompts.Please note that the use of Copilot in Your holiday season marketing playbook 2024 is purely illustrative,and replicating these prompts may yield different outcomes.The content of this playbook was compiled through extensive research by our teams,using our own first-party data,Copilo

5、t,and other third-party sources.You can find these sources in the footnotes.Read on for festive insights from industry experts and the Microsoft Advertising 2024 Retail Holiday consumer research report,developed in May 2024 by Microsoft teams in the US,UK,and Australia.Inside,youll find key consumer

6、 insights,plus a treasure trove of shopper trends that advertisers can use today to create holiday campaigns that convert.Start planning your holiday advertising campaigns now to reach your customers wherever they are across devices,platforms,and countries.The festive season is fast approaching,and

7、now is the perfect time to understand the evolving landscape of gifting.Thats why weve created Your holiday season marketing playbook 2024.Seasons greetings4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4502Insight Retailers are revving up.Shoppers shop 24/7Y O U R H O L I

8、D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 46Retailers are revving up.Shoppers shop 24/7Seasonality for searches and clicks are moving toward OctoberFrom our data,we see search volume shifting in seasonality from December to October,and clicks shift to the beginning and end of the seaso

9、n away from the middle of the season.1.Microsoft Internal:Retail CAT Supply(Oct Dec)2.Microsoft Internal|Retail&CPG Demand|Search&Audience Network.Search volumeClicksCPCY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4-20%-10%0%10%20%-20%-10%0%10%20%-20%-10%0%10%20%Copilot,ca

10、n you tell me about the first insight Retailers are reviving up.Shoppers shop 24/7?Sure!What this means is that retailers are launching their promotional calendar sooner,prompting consumers to start shopping earlier this season.And those consumers are eager to do so.You Copilot 1 of 15 responsesYour

11、 personal and company data are protected on this chatAnd theres great news for advertisers that target those early shoppers,because90%happen outside of Cyber 5 the five-day period between,Thanksgiving(November 28)and Cyber Monday(December 2),at more efficient cost-per-clicks(CPCs).of Holiday convers

12、ions(OctoberDecember)Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4The spark for November and December conversions?October clicks.Thats why launching your holiday advertising early,on any platform and with any content type,will maximize results throughout the festive seaso

13、n.Research shows that a considerable amount of holiday conversions originate from October clicks.So,establish early exposure on Search and Audience channels for optimal success.October clicks mean add to cart giftsOctober clicks drives holiday conversionsNovember conversionsDecember conversionsof No

14、vember conversions come from October clicksof December conversions come from October clicksof November conversions come from November clicksof December conversions come from clicks in November(21%)and December(30%)67%49%33%51%Conversions traced to November clicks%Conversions traced to December click

15、s%Conversions traced to October clicks3.Microsoft Advertising 2023 Retail Holiday Query Path4.Microsoft Advertising Internal Data,Retail&CPG Demand,Search&Audience Network5.Retail Holiday Query Path 2023 final conversion7Audience ad exposure drives search and conversion behaviorBegan searching 69 da

16、ys laterDepending on Audience Network tactic.10 day decrease from the year prior!Converted 35 days later6.Retail Holiday Query Path 2022,2023 final conversion,MTA.7.Based on average days between Audience ad exposure and conversion in 2023 vs 2022.F E S T I V E R E C O M M E N D AT I O NLaunch Audien

17、ce ads in September or early October and layer in remarketing to ensure audiences are nurtured through your funnel.Make sure you have text ads to drive conversions.21%of first ad exposures are on the Audience Network,prompting the Holiday shopping journey.Y O U R H O L I D AY S E A S O N M A R K E T

18、 I N G P L AY B O O K 2 0 2 48Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 49The power of Cyber 5 8.Microsoft Advertising Internal Data,Retail&CPG Demand,Search&Audience Network 9.EMARKETER Forecast,Feb 2024Cyber 5 continues to grow and remains crucial.However,retailers te

19、nd to focus on the entire holiday season.$26.97$35.89$36.39$37.68$40.10$42.66201920202021202220232024C5 retail ecommerce sales,$billionsC5%of total retail ecommerce holiday sales$20.0%$18.4%$16,9%16.5%16.2%15.7%201920202021202220232024Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K

20、 2 0 2 4Copilot,can you tell me more about the importance of Cyber 5 this year?You bet!Cyber 5 is the five-day period between Thanksgiving(November 28)and Cyber Monday(December 2),which includes Thanksgiving,Black Friday,Small Business Saturday,Cyber Sunday,and Cyber Monday.Cyber 5 continues to grow

21、 and see an increase in retail e-commerce sales,with 2024 predictions showing growth as well.However,retailers are trending toward focusing on the full holiday season.This is likely the result of advertisers pushing promotions earlier and more consistently throughout the entire season.That means tha

22、t as an advertiser,youll want to focus on Cyber 5,but also ensure visibility throughout the full holiday season to compete for awareness and maximize conversions.You Copilot 1 of 15 responsesYour personal and company data are protected on this chatY O U R H O L I D AY S E A S O N M A R K E T I N G P

23、 L AY B O O K 2 0 2 410Ad exposures are more impactful when served across multiple formats10.Retail Holiday Query Path 2023 UET conversion.Revenue per user exclusively looks at conversions that took place during November 2023,while exposures were traced back to September 2023.11.Ad Formats bucketed

24、as:1)Text+RSA+EXTA,2)Shopping,3)DSA,4)MMA,5)Audience ads.Revenue per user by number of distinct ad formatsNumber of unique ad formats each user was exposed to.8182889710012345Revenue per user by number of distinct ad formatsAlso,think about budgets,bids,and ad schedulingM O B I L E B I D M O D I F I

25、 E R SIf youre using negative bid modifiers for mobile devices,clear them to 0%especially for these days.A D S C H E D U L I N GYou may want to schedule your ads to concentrate at different times of day.B U D G E T S Increase budgets for Cyber 5.Use shared budgets for smaller campaigns to ensure hig

26、h-performing campaigns dont run out of budget.F E S T I V E R E C O M M E N D AT I O NWe found that users spend more when exposed to more unique ad formats.Launch your Connected TV(CTV)ads,display ads,video ads,and native ads in September to generate awareness and consideration and increase brand ex

27、posure throughout the season.Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 411Black Friday Black Friday,which falls on November 29 this year remains highly popular.Deal-seeking continues to be the primary motivation for Black Friday shoppers,with the convenience of finding

28、multiple gifts in one location being a close second.W H E N W I L L T H E Y S TA R T S H O P P I N G?12.Microsoft Advertising 2024 Consumer Trends Holiday Research.R A N K T H R E E R E A S O N S F O R S H O P P I N G B L A C K F R I D AYUSGet the best deals on the products that I am shopping for.Bu

29、y multiple gifts in one place.Buy from the brands that I trust.Find great deals on products I have NOT been considering.Find new brands that I have not previously heard of.Find deals on luxury and high-cost items.To find selections of brands/prod-ucts that promote sustainability.27%42%25%39%44%38%55

30、%26%44%23%41%44%37%58%29%42%22%47%48%31%57%37%24%20%14%5%202122%18%39%14%7%202214%12%48%19%7%202316%17%16%43%8%2024UK55%44%39%42%27%38%25%58%44%41%44%26%37%23%57%48%47%42%29%31%22%Get the best deals on the products that I am shopping for.Buy multiple gifts in one place.Buy from the brands that I tru

31、st.Find great deals on products I have NOT been considering.Find new brands that I have not previously heard of.Find deals on luxury and high-cost items.To find selections of brands/prod-ucts that promote sustainability.42%24%16%9%10%202124%18%36%10%12%202216%11%50%13%11%202315%14%14%48%10%2024AU23%

32、45%24%41%47%31%62%19%45%23%51%45%45%68%24%49%26%45%43%33%59%Get the best deals on the products that I am shopping for.Buy multiple gifts in one place.Buy from the brands that I trust.Find great deals on products I have NOT been considering.Find new brands that I have not previously heard of.Find dea

33、ls on luxury and high-cost items.To find selections of brands/prod-ucts that promote sustainability.38%22%20%9%11%202125%19%40%8%9%202215%16%44%15%12%202315%19%16%38%11%2024Already startedMid-DecemberAfter HalloweenIn the next monthBlack Friday202320222024F E S T I V E R E C O M M E N D AT I O NReac

34、h audiences during commercially relevant events this holiday season!Microsofts seasonal moments package offers advertisers the chance to stand out by allowing them to take over relevant MSN pages,from the homepage to entertainment and lifestyle pages,to reach millions of users browsing during key ho

35、liday moments.Additionally,we will collaborate with you to build a detailed media plan,including curated supply packages and in-market audiences,to enhance reach,visibility,and engagement throughout the festive season.Reach out to a Microsoft representative to learn more.Q U I C K FA C T SRetailers

36、are starting their promotions earlier,encouraging consumers to shop sooner.They are also spreading promotions more evenly throughout the season,leading to consistent conversions.While Cyber 5 remains crucial,the surrounding days have gained importance,so retailers should plan their budgets to cover

37、a longer period.12Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 413Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 413.From the time of first exposure to final conversion.14.Microsoft Advertising 2022 Retail Holiday Query Path,2023 final conversion(n

38、ot final click)|Median Days inclusive of audience paths,Average Searches exclude audience paths|Average Clicks inclusive of audience paths.15.Internal data.Microsoft Advertising.Searches,views,chats,wow!Your consumers 47-day path.to buy now.13The average holiday shopper takesdays to complete their j

39、ourney.47During this time,the average user17xand clickssearches12xbefore converting and concluding their journey.Q U I C K FA C T SQ U I C K FA C T SOur research shows shoppers are searching 17 times.And clicking 12 times.Every step matters before consumers convert.Each moment bringing your customer

40、 closer to finding that perfect gift.Copilot in Bing usage is increasing at a fast pace.5 billion Bing copilot chats since launch,with volume doubling every quarter.2.8x faster growth of journeys including Bing copilot than traditional search.Copilot,how long will the average holiday shopper take to

41、 complete their journey?Great question.To start,picture this:the holiday season is upon us,and shoppers begin their shopping journey.From searches,views,chats to the advertisers moment of conversion,gifters weave a digital journey that spans an average 47 days.Although the path to purchase cycle dur

42、ation has decreased slightly,search and click engagement has grown.You Copilot 1 of 15 responsesYour personal and company data are protected on this chat1416.Source:Microsoft internal data.F E S T I V E R E C O M M E N D AT I O NDesigned for multi-format cross-channel optimization,Microsofts new AI-

43、powered campaign offering,Performance Max(PMAX),is a powerful tool advertisers can leverage now.With PMAX,boosting visitation and conversions has never been easier.And the research shows that PMAX has the power to create significant performance gains.When we compared retail consumers in the US expos

44、ed to at least one PMAX impression within one month to people who were not exposed,the stats speak volumes.Using PMAX achieved:2.6x more site visits 4.2x more conversions Use PMAX to launch text and multimedia ads that show up in search engines and Copilot.Even your Shopping campaigns will show up i

45、n search and Copilot.14Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 415Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 41503InsightConsumers are still price conscious,search is

46、 their compass Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 416Consumers are still price conscious,search is their compass Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 417.Use Cases Beyond Claims Moves Insurance Industry to Instant Payments()18.M

47、icrosoft Advertising 2024 Consumer Trends Holiday ResearchThe guiding lights of gifting:research and deals Search is evolving from a navigation tool to a place where consumers go for discovery and empowerment.Research and deal-seeking emerge as the twin pillars of shopping,guiding holiday consumers

48、toward the best choices.Generations leverage Search in 2024 to G E N ZFind new retailers and best prices,less for coupons and deals.M I L L E N N I A L SResearch items before purchase.They also care about finding best prices,but less important than last year.G E N XFind products related to another p

49、urchase.Research items before purchase is also important,but less important than last year.B O O M E R SResearch is still the top reason,but declining.Finding better prices is the second reason.Copilot,can you tell me more about this second insight Shoppers are still price conscious,search is their

50、compass?Certainly!We are all feeling the pinch.If we just look at the US,we see that inflation is still higher than the 2%Federal Reserve target for a productive economy and after 2022 we saw that disposable income growth lagged inflation.Similar scenarios can be seen across the globe.So how do cons

51、umers navigate this holiday season?They use search as their compass.You Copilot 1 of 15 responsesYour personal and company data are protected on this chatY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4U KHow do you use search when shopping online?19.UK Only 2024 Gen Z n=70,

52、Millennial n=178,Gen X n=159,Boomer n=103|UK Only 2023 Gen Z n=47,Millennial n=212,Gen X n=136,Boomer n=109|Arrow indicates significant difference from previous year at a 95%CI,*Indicates lowbase size,less than 50;*Indicates unreportable base,less than 2520.Looka builds brand awareness with Multimed

53、ia Ads|Microsoft Advertising17F E S T I V E R E C O M M E N D AT I O NAs shoppers are browsing and researching online one of the best ways to break through is with rich and highly visual ad formats.Leveraging multimedia ads is a great way to use large visual imagery that makes your brand stand out.C

54、lients that have used multimedia ads have seen up to 200%increase in ROAS compared to standard text ads.11%D15%18%17%Find new retailers26%19%16%21%Find products relatedto another purchase20%25%31%22%Find coupons and deals24%28%26%19%ONLY to get to the site that I want to visitGen Z(A)*Millennial(B)G

55、en X(C)Boomer(D)37%Find best prices36%53%AD56%Research items before purchase39%40%60%A65%ABY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 421.Microsoft Advertising 2024 Consumer Trends Holiday Research22.Microsoft Internal.Supply SRPVs.US Only.Query Phrases related to listed

56、 categories.Oct Dec 2023).23.Retail Holiday Query Path 2023 UET conversion|Revenue per user exclusively looks at conversions that took place during November 2023,while exposures were traced back to September 2023Holiday spend trends Over 50%of consumers in the United Kingdom are expected to spend le

57、ss than 300 during the 2024 holiday season.Last year,47%decided to spend less than 300 vs 53%this year.Down under,spending patterns mirror the United States,with approximately 50%of shoppers planning to spend between$100 and$500(AUD).US UK AU Spend remains steady,with the majority of gifters plannin

58、g to set aside$100 to$500 for holiday shopping.Q U I C K FA C T SShoppers are deal seeking and will expect more options with their online shopping.We saw year over year growth in searches for the keywords:buy now,pay later,expedited shipping,free returns,and freebies.18Additionally,flexible options

59、are paying off.Shoppers who researched buy now,pay later options spent21%more last season.Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 419F E S T I V E R E C O M M E N D AT I O N Integrate key query phrases Buy now,Pay later,Expedited shipping,Free returns,and Freebies int

60、o ad copy and layer on applicable site links and extensions.Apply merchant promotions to highlight discounts to deal seeking shoppers.Use the free shipping setting in Merchant center for your shopping ads.To streamline the editing process,leverage responsive search ad asset recommendations to modify

61、 your ads.Microsofts AI companion Copilot in the Microsoft Advertising platform can collaborate with you to design new ad copy or refine existing ads at scale.Industry trends and consumer expectationsBuy now,pay laterContinued consumer interest in financing options.+16%Free return,return and exchang

62、e policy The new default for online purchasing.+7%Expedited shippingNote:free shipping up 2%YoY,making up 96%of searches for shipping options.+23%FreebiesContinued growing incentive.+24%1924.Microsoft Internal.Supply SRPVs.US Only.Query Phrases related to listed categories.OctDec 2023.20In real life

63、 or online25.Microsoft Advertising 2024 Consumer Trends Holiday ResearchT R E N D SIn-store shopping is on the rise,driven by millennials seeking tangible experiences.And good news,95%of consumers still plan to shop in-store for holiday gifts.UK T R E N D SAustralian shoppers will strike a harmoniou

64、s balance between in-store and online shopping for their holiday gifts.AU US T R E N D SWhile most shoppers plan to combine in-store and online experiences,a significant number are opting for all or mostly in-store shopping.Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Cop

65、ilot,will shoppers prefer to buy in-store this year?Shopping happens everywhere!People like both.Where your consumer lives typically determines their preference.You Copilot 1 of 15 responsesYour personal and company data are protected on this chatY O U R H O L I D AY S E A S O N M A R K E T I N G P

66、L AY B O O K 2 0 2 4Top wish listsAcross the globe,gift categories that light up the holiday season range from skincare,pets,gift cards,and more.26.Source:Microsoft Advertising 2024 Consumer Trends Holiday ResearchS H O P P E R SThe leading 2024 holiday categories in the United Kingdom are skin care

67、,gift cards,and toys and games.Pet products are rising in popularity,while apparel and electronics take a step back.And electronics and toys dance their way into online shopping carts.S H O P P E R SPeople are less likely to choose skincare gifts this season,but other categories like apparel,gift ca

68、rds,toys and games,small electronics,household decorations,pet items,home furnishing and large electronics remain consistent with last year.US UK AU S H O P P E R SFewer people intend to purchase apparel,toys and games,and pet items this year.Large electronics are on the rise and other categories li

69、ke gift cards,small electronics,skin care,household decorations and home furnishing remain similar to last year.Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Q U I C K FA C T SShoppers are well-informed,price-conscious,and deliberate in their choices.They use search like a

70、 compass,guiding them to the best prices across demographics especially Gen X and Baby Boomers,who embrace shopping online.2122Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 404InsightPeople gift friends and family first.Then,its self-gifting joyPeople gift friends and famil

71、y first.Then,its self-gifting joyT R E N D SExcluding Baby Boomers,more holiday shoppers report self-gifting this year.Gen Z and Millennials show a strong preference for accessories and self-care products,while apparel scores better with Boomer and Gen X.T R E N D SGen Z and Millennials are most lik

72、ely to self-gift.For Gen X this likelihood is only 31%and for Boomers 33%.Millennials and Gen Z are likely to buy self-care products,wellness items and fitness items.Gen X and Boomer are more likely to buy apparel and home items.T R E N D SAustralian shoppers will strike a harmonious balance between

73、 in-store and online shopping for their holiday gifts.Self-care products and apparel are personal gifting favorites.Older generations(Gen X and Boomer)also self-gift items for their home,while younger generations are also purchasing wellness and fitness items.Gen Z is most likely to purchase travel

74、gifts for themselves.US UK AU Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 42327.Microsoft Advertising 2024 Consumer Trends Holiday ResearchCopilot,can you tell me more about this third insight people gift friend and family first.Then,its self-gifting joy.Absolutely!More a

75、nd more people are buying gifts for themselves.Accessories,self-care products,and trending apparel top the self-gift list.Treating oneself is no longer a guilty pleasure;its a celebration of personal well-being.You Copilot 1 of 15 responsesYour personal and company data are protected on this chatY O

76、 U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Changes in how we shop for.F R I E N D S A N D FA M I LYMost people express their intention to shop for friends and family.These cherished relationships remain at the heart of holiday gifting.In Australia,significantly fewer peopl

77、e plan to purchase for friends and family this year.However,the majority still intend to spread holiday cheer within these essential circles.F R I E N D S A N D P E T SInterestingly,this year sees a shift.While most will shop for loved ones,significantly fewer people plan to purchase gifts for their

78、 friends and even their beloved pets.Perhaps its time to pamper our furry companions a little less or maybe theyre already content with their chew toys and cozy beds.28.Microsoft Advertising 2024 Consumer Trends Holiday ResearchThe gift of creativity:DIY presentsGen Z and Millennials lead the way in

79、 DIY gifting.Both generations have witnessed significant year-on-year increases in homemade gifts.Most DIY gift creators intend to keep crafting heartfelt surprises for years to come.24F E S T I V E R E C O M M E N D AT I O NResponding to changing consumer trends in real time can be hard.By using au

80、tomated bidding strategies like target cost-per-acquisition or target return on ad spend you can expand the reach of your campaign to find new audiences whilst maintaining control on costs that optimize to your target.Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4What is e

81、ach generations shopping mindset?29.Microsoft Advertising 2024 Consumer Trends Holiday Research30.US Only 2024 Gen Z n=105,Millennial n=369,Gen X n=296,Boomer n=231 Arrow indicates significant difference from previous year at a 95%CIWho do you intend to purchase gifts for this holiday season?Gen X a

82、nd Boomers are more likely to shop for family,while Millennials and Gen Z are more likely to buy for friends.G E N X A N D B O O M E R SThese seasoned shoppers prioritize family(Boomers 95%,Gen X 94%).Theyre significantly more likely to select thoughtful gifts for their loved ones.29M I L L E N N I

83、A L S A N D G E N ZThe younger generations take a different approach.Theyre more inclined to purchase for friends(Millennials 67%,Gen Z 74%),embracing the spirit of camaraderie and shared experiences.29F E S T I V E R E C O M M E N D AT I O NOur research shows that In-market audience shoppers spend

84、more.In fact,80%of sampled holiday shoppers were in at least one Microsoft In-market audience.Impressively,this group spent 13%more on average during the holiday season.Just another reason why its smart strategy to implement In-market audiences to expand your reach and connect with your ideal consum

85、er.Gen Z(A)Millennial(B)Gen X(C)Boomer(D)Family94%88%94%B95%BFriends74%CD67%CD56%52%Pets31%40%44%A37%Co-workers15%24%CD13%13%Neighbors10%18%A15%12%252605InsightGifters love discounts,but thats not all that mattersY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L

86、I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 427Gifters love discounts,but thats not all that matters Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 431.Microsoft Advertising 2024 Consumer

87、Trends Holiday Research27Q U I C K FA C T Sof shoppers in the United States plan to explore discount retailers.57%Copilot,can you tell me more about this final insight Consumers love discounts,but thats not all that matters?Certainly!Overall,consumers are fans of trendy and less expensive gifts.One

88、of the newer mass merchants from China has captured the attention of nearly 40%of holiday shoppers in the United States,showing that consumers are exploring their options.You Copilot 1 of 15 responsesYour personal and company data are protected on this chat28When style meets savingsMobile dollars ov

89、er-index on clicks and conversionsIn the United Kingdom,61%of people have dipped into the world of fast fashion and discount retailers.Inexpensive,on-trend styles from fast fashion merchants strike a chord with shoppers.Australian gifters are aligned,where 55%of people plan to buy presents from disc

90、ount and fast fashion retailers.Mobile accounted for 16%of total Retail and CPG spend during the Holiday season.Moreover,22%of converting paths included Mobile at some stage of the user journey.Ensure your campaigns are set up to include mobile targeting to reach these on-the-go shoppers.SpendCPCCon

91、versionsConverting paths32.Microsoft Advertising 2024 Consumer Trends Holiday Research33.Microsoft Internal|Retail Demand;Retail Holiday Query Path 2023 UET conversionY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4MobileTabletDesktop16%-24%17%22%Y O U R H O L I D AY S E A S

92、 O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4From eco to ethical,values-based gifting is on the rise F E S T I V E R E C O M M E N D AT I O NShow your brand values using Marketing with Purpose attributes.To help you build trust

93、ed relationships with your customers,we offer inclusive business attributes that can be used with search ads to highlight your values.Learn how you can create loyalty and inspire true connections.34.Marketing with Purpose Playbook,Microsoft Advertising.29Copilot,is this year solely about finding low

94、est prices?Not at all.Consumers are placing significant importance on values this year.Approximately a quarter of shoppers opt for values-based gifts think sustainable,eco-friendly,and cause-oriented presents.If gifters choose these thoughtful options,over half plan to make values-based purchases ag

95、ain.Its a trend that aligns purpose with generosity.In the UK,sustainability,eco-friendliness,and ethical considerations drove gift purchases.These values grow stronger each year,shaping the choices we make.85%of consumers say theyll only consider a brand if they trust the brand.If youre interested

96、in learning more about building a more trusted brand,visit our Marketing with Purpose page,which includes a Marketing with Purpose playbook,courses and more.You Copilot 1 of 15 responsesYour personal and company data are protected on this chatPlan to purchase again this year(of those that previously

97、 purchased)Sustainable,eco-friendly,and ethical values are increasingly driving gift purchases each year35.UK Only 2021,n=521;2022,n=507;2023,n=504;2024,n=511 Arrow indicates significant difference from previous year at a 95%CI43%55%56%39%55%55%53%48%51%43%66%70%48%44%50%49%49%70%73%Biodegradable gi

98、fts*base size too smallConflict-free gifts(such as gemstones)Cause oriented gifts(such as Toms shoes donating a pair of shoes for every pair purchased)Gifts manufactured by certified B corporations(environmentally conscious company)Gifts that maintained a transparent supply chainEco-friendly giftsSu

99、stainable gifts20242023202230Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Consumers connect.Because every label tells a story.Brand familiarity matters more this Black Friday compared to last yearEve

100、ry gift carries a message a token of appreciation,a spark of joy,or a nod to shared values.While many shoppers start by seeking familiar brands,theyre open to new discoveries during sales events.This year,brand familiarity has gained increased importance among consumers.U KHow do you shop for brands

101、 during shopping events like Black Friday36.2024 Consumer Trends Holiday Research37.Shop during major shopping events UK Only 2021,n=;2022,n=;2023,n=;2024,n=348 Arrow indicates significant difference from previous year at a 95%CI F E S T I V E R E C O M M E N D AT I O NDisplay a positive review,awar

102、d,or ranking by an independent,respected third-party source directly in your ad via Review Extensions to bolster consumer trust in your brand.18%19%18%20%58%49%45%50%6%8%7%8%8%11%12%8%10%14%17%14%2021202220232024I only look for brands that I know.I look for brands that I know firstbut am open to new

103、 brands.I only look for new brands.I look for new brands first but I am open to brands that I know as well.I dont care about which brands I purchase.31Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 432Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 43

104、206Unwrap growth with Microsoft AdvertisingThis holiday season,create campaigns that convert by targeting our engaged audience,poised to gift presents to everyone on their list.With strong sales expectations and less traditional shopping days,anticipation and pressure are on this holiday season.With

105、 AI-powered solutions and an audience that clicks add to cart more frequently,Microsoft Advertising can help you achieve your goals.38.Comscore Cross Visiting Report Multi-platform,Microsoft sites,US,May 2023Unwrap growth with Microsoft Advertising Unwrap a valuable audience Imagine unwrapping a gif

106、t that contains not just any audience,but the most engaged audience in the world one with exceptional purchasing power.With Microsoft Advertising,you can:Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 433Access premium shoppersTarget an audience with exceptional purchasing p

107、ower.Elevate your salesBenefit from an audience primed for holiday shopping.Reach over a billion usersConnect with a vast,engaged audience.Boost spending potentialOur users are 15%more likely to spend online.Unwrap a diverse ecosystemThe holiday season is about connecting and sharing,and so is our d

108、iverse ecosystem.Discover three ways you can leverage it:Generative AI integrationOur advanced AdTech and generative AI is integrated across platforms like Windows,Edge,Bing,LinkedIn,and Xbox.Engage daily usersConnect with over 1 billion permissioned users who spend 68 hours daily within the Microso

109、ft ecosystem.Cover every aspect of digital lifeYou can seamlessly reach users as they work,shop,game,and socialize across MSN,Outlook,Edge,Bing,Microsoft 365,and Microsoft Casual Games,and more.01 02 03 Unwrap cutting-edge technology Use our tech to power advertising with Microsoft in three ways:Rea

110、ch across channelsAccess high-quality audiences through search,native,display,video,CTV,and retail media.Innovative AI solutionsLeverage our innovation in generative AI to engage your audience throughout the holiday season.Maximize engagementEnsure your campaigns resonate during key shopping moments

111、 with our AI-powered campaigns such as Performance Max.01 02 03 39.GWI Core,Q1 2023-Q1 2024,Global34Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 43507Your holiday checklist 36CO R EAudience adsLocal i

112、nventory adsDynamic search adsMultimedia adsSearchShoppingE N H A N C EDecemberNovemberOctoberSeptemberAudience ad exposure influences search behavior 69 days later and conversion behavior 34 days later.Search demand is elevated increase campaign daily budgets and bids to capture users from research

113、 to conversion.Users are exposed to more Shopping ads beginning in Nov stay aggressive with bids to keep impression share.Stay aggressive with bids to guide shoppers in-store for last minute purchases.Keep campaigns funded to capture long-tail,specific searches for shoppers who know exactly what the

114、y want.Use the separate auction to your advantage to keep your brand top of mind as competition grows.Q U I C K FA C T SStrategic flighting of ad types maximizes conversions.So,get ahead of the crowds this holiday by unwrapping the power of the Microsoft ecosystem.Thoughtful gifting transcends trend

115、s.Whether its an inspiring card,a cozy sweater,or a playful toy for your beloved pet,the spirit of giving connects us all.And Microsoft Advertising provides you with the tools to achieve the full potential of your holiday campaigns.Strategic flighting of ad types maximizes conversionY O U R H O L I

116、D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4A holiday checklist to maximize conversionsY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 437Your holiday checklistTo help you take action,weve created a holiday checklist to guide you in identifying the Microsoft Adve

117、rtising products that can boost your growth this holiday season.Be there ahead of time01Optimize keywords,ads and bids03Optimize shopping campaigns04Find approaches for a better ROI02Use Google Import to easily create and automatically sync your Merchant Center,Performance Max,search,Shopping,and De

118、mand Gen campaigns.Schedule a free consultation with our experts to kickstart or optimize your campaign setup.Use Dynamic search ads to discover gaps in your keyword lists.Use high-quality images and best practices to maximize the value of Shopping campaigns.Launch your Connected TV(CTV)ads,Display

119、ads,Video ads,and Native ads in September to generate awareness and consideration.Set up your Universal Event Tracking tag and define Conversion Goals unlock conversion tracking and optimization,and Re-marketing.Use Broad Match and Phrase Match keyword targeting on Search ads to increase search term

120、 coverage.Add Merchant Promotions to make the most of your seasonal deals.Double-check to make sure all relevant accounts and campaigns are active.Add last-minute shopping keywords,like gift cards,to search ads in December.Set up automated rules to schedule and automate campaign management tasks.Inc

121、lude specific brands,product types or individual products that align with your business goals.Add new seasonally relevant and emerging keywords.Use our automated solution using scripts to easily discover disapproved ads and rejected keywords.Use a combination of Search ad extensions like Action,Revi

122、ew,Enhanced Sitelinks.disapproved ads and rejected keywords.Apply auto-bidding to drive the ROI metrics you care about most and apply seasonality adjustments.Make sure that you are opted into the entire Microsoft Advertising Network,including Syndication and mobile inventory to maximize reach and re

123、sults.Increase visibility and capture attention for your brand with rich image ads:Multimedia ads and Audience ads.Clear mobile device bid modifiers to 0%in November and December.Use the SKU column and unique identifiers to help differentiate product titles and descriptions that may only differ in s

124、ize,color,etc.Launch your Performance Max,Search,and Shopping campaigns in October.Apply in-market audiences,including specific seasonal audiences,across your search and audience campaigns to find people ready to buy.Use shared budgets for across smaller campaigns to efficiently spend budget where t

125、here is demand.Expand your reach by creating a shopping feed-based campaign for audience ads.Use Remarketing,Dynamic Re-marketing and Similar audiences to nurture and re-engage users down the funnel.Core tacticsEnhancementsY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 438Y

126、O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 408Unwrap an outstandingholiday seasonY O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 4From all of us at Microsoft Advertising,we wish you a wonderful festive time with family and friends.Our goal is to emp

127、ower you to do more with your ad campaigns.Filled with the good cheer of this holiday guide,heres to your continued success!And if you want to learn more,check out our virtual festive holiday season events on-demand:Unwrap growth with Microsoft Advertising(North America)Unwrap growth with Microsoft

128、Advertising(Europe)Unwrap growth with Microsoft Advertising(Australia)You can also find these (and more)on our Holiday season resources pageGet in touch with your account representative or schedule a consultation with our team of experts to learn more.New to Microsoft Advertising?We welcome you to j

129、oin us.S I G N-U P TO D AY39Unwrap an outstanding holiday season4040.British Gas internal data,comparing Responsive Search Ads with Standard Text Ads,September to October 2019.Want to get started?Import your campaigns from Google in a few seconds.Simply ask Copilot in the Microsoft Advertising to su

130、pport you.Of course,you can always find the detailed answers on the H E L P PA G E SIts great to see these results.Search teams are generally time-poor,so anything that we can automate to not only make our lives easier but that improves our campaign performance is a win for us.”“Claudie Ziegenbein M

131、ediaComs Head of SearchF E S T I V E R E C O M M E N D AT I O NWant to get started?Import your campaigns from Google in a few seconds.Our Google Import can save your time in creating new campaigns for this holiday without starting from scratch.You can reach more customers instantly with Google Impor

132、t,by simply copying and pasting in your Performance Max,Demand Generation,Video ads,Shopping Campaigns and Search Ads from Google to Microsoft Advertising.Our Google Import tool can also support you in importing your Google Merchant Center feed into Microsoft Merchant Center,so you can further save time in launching your product ads.MediaCom and British Gas used our Google Import tool to save time and scale campaign performance across platforms,reaching a 44%higher click-through rate(CTR)with significant time saved:Y O U R H O L I D AY S E A S O N M A R K E T I N G P L AY B O O K 2 0 2 441