1、Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO1How Consumers Are Shopping This Holiday SeasonThe Digital Advertisers Guide-Holiday2022BUY NOWPLAY VIDEOHoliday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO201010303050502020404The Mindset of The 2022 Holiday ShopperCreator I

2、nfluenceThe Opportunity For Brands Right NowEconomy Impacts Shopping BehaviorVideo Takes Center StageP.03P.07P.11P.05P.09Table ofContentsHoliday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO3The Mindset of The 2022 The Mindset of The 2022 Holiday ShopperHoliday ShopperThis year is unique i

3、n that the current economic climate is what seems to be largely shifting consumer behaviors and preferences.As we see consumers increasingly focus on brand authenticity,product necessity,and word of mouth endorsement,its important to understand where their mindset currently sits.This year holiday sh

4、opping has begun even earlier than weve seen in the past.While recent data shows that consumers have typically begun holiday shopping in November,other reports are noting an uptick in consumers plans to shop earlier this year particularly to find deals and discounts in the face of inflation and risi

5、ng costs for goods.Advertisers everywhere have one question:how can I best engage consumers new and old?010140%40%of our respondents say theyll start shopping for holiday gifts earlier this year than last year.The holiday shopping season proves to be a bit of a mystery for brands and advertisers pri

6、marily due to changes in consumer behavior brought on by the global pandemic.Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO4For a deeper understanding of shoppers plans and preferences,Smartly.io conducted a survey of 1,000 U.S.based consumers(age 18+)in September 2022.With these in

7、sights,we sought to uncover year-over-year trends as well as look at when consumers are beginning to shop and how advertisers should interact with them.Specific to this year,we examined how the economic downturn is affecting consumers plans and approach to making holiday purchases.I have already sta

8、rted shopping for holiday gifts.I plan to start shopping for holiday gifts in the next month.I usually start shopping for holiday gifts once Halloween wraps.Black Friday/Cyber Monday is when I start to shop for holiday gifts.I have not thought about when I will shop for holiday gifts yet.26%23%15%12

9、%23%NOI plan to shop aroundthe same time as in 2021YES40%26%34%When do you plan to start shopping for holiday gifts this year?Will you start shopping for holiday gifts earlier this year than in 2021?01014Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO50202EconomyEconomy Impacts Shopp

10、ing Behavior Impacts Shopping BehaviorThe current inflation rate in the U.S.for 2022 is 8.3%-a vast increase from the 1.4%we experienced just two years ago in 2020.As a result,consumers holiday shopping plans and habits are being directly affected.A report from B shows around 40%of holiday shoppers

11、say inflation is changing the way they shop,with most looking to more money-saving strategies for buying gifts.Additionally,59%are stressed out about gift buying during this years holiday season specifically because of inflation.Almost half(45%)of the consumers in our survey say they will either spe

12、nd less or more cautiously on holiday gifts this year due to the current economic climate.One in five respondents(20%)said theyre not sure if or how their shopping plans might change.So,while the economic climate is having a major impact on how consumers are shopping this holiday,opportunities remai

13、n for brands to connect with and engage consumers in new and unique ways.NO,I plan to purchase gifts the same or in a similar way as I have in previous yearsIm not sure if/how my holiday shopping plans might changeYES,I will be spending less or more cautiously on holiday gifts this year45%36%20%Are

14、your plans for purchasing holiday gifts changing this year due to the current economic climate?Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO6To understand how consumers are interacting with brand advertising online,we asked what specific factors influence their decision to buy prod

15、ucts through digital ads.Respondents noted the following:This year,ads that offer discounts and coupon codes will be pivotal for brands looking to capture shopper attention around the holidays.Discounts ranked at the top for a second year in a row(65%-2021 saw 60%).Trustworthiness was still high ran

16、king but fell from 44%in 2021 to 39%this year.Personalization as well as ads that are eye-catching each received roughly a 1 in 3 vote.What factors will be important to you in deciding whether to purchase holiday gifts via a digital ad(i.e.,ad you see online)?0202Discounts/Coupon Codes are being ofe

17、redThe ad is personalized to me and what Im looking for An influencer I like has promoted the product The ad is eye-catching/fits my aesthetic Relevant or personalized ads The brand seems trustworthy&respects my data I believe in the brands values&mission65%31%20%30%29%39%23%Holiday Season:The Digit

18、al Advertisers GuideFALL 2022SMARTLY.IO7Creator Creator InfluenceInfluence0303Its crucial for brands to be relatable to their new and existing customers.Leveraging multi-platform strategies to interact and create genuine connections via various channels and platforms available is mission critical.Au

19、thenticity is the method of operation for reaching target audiences as it helps consumers see brands as members of the digital community,who see and understand whats happening around them,creating a more personal connection.This creates an opportunity for brands to engage with creators on various pl

20、atforms.When asked how likely they are to engage with a brand or its products based on content from an influencer/creator that they follow,66%of survey respondents said they were either somewhat or very likely to engage.How likely are you to engage with a brand or its products based oncontent from a

21、n influencer/creator that you follow?VERY Likely27%39%35%SOMEWHAT LikelyNOT LikelyNearly one in four consumers get gift ideas from creators.Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO8Consumers have a wide range of sources where they are drawing inspiration for gifts from this ye

22、ar including creator and influencer content,nearly 1 in 4 in fact.Social media ads and digital ads also play a role in providing gift inspiration,at 32%and 28%,respectively.Digital advertising has created an opportunity for brands to be more conversational theres more back and forth happening betwee

23、n brands and their audiences.The relationship with customers is built over time and not just through the act of transaction.As a part of this conversation,creators and influencers can build so much in terms of brand connection and recognition.Whats your source for gift inspiration?Content from Influ

24、encers/creators Suggestions from Friends/Family Social media ads TV Commercials Digital ads(ads online or ofers via mobile apps)Brand social media pages 68%21%32%36%28%14%0303Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO9Video Video Takes Center StageTakes Center StageThe ways in w

25、hich consumers interact with brands is more unified while also more omni-channel across digital mediums,and video content,particularly short-form video,is leading the trend.In fact,video and story-style ads are beginning to eclipse image or in-feed ads in popularity among consumers when asked what t

26、ype of ad from which they would be most likely to purchase a holiday gift item.Image ads had a 10%lead on video in 2021 at 39%,with video getting 29%of the vote.Respondents in this years survey have shown a marked shift video/story ads rose 4%to 33%,leaving just a 3%difference from image and in-feed

27、 ads,which fell to 36%.0404With younger demographics,particularly the Gen Z age group,video is emerging as the preferred format as they look to visual content and experiences that have a genuine and unfiltered feel.Which type of ad are you most likely to purchase a holiday giftitem from?Video/StoryI

28、mage/In-feedNeither/None33%36%31%29%39%33%20222021Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO100404These changes may be reflective of the type of platforms from which consumers say they are willing to consider purchasing holiday gifts.While Facebook has always been,and remains,a

29、top choice among consumers in our holiday survey(usually more than half),this year YouTube took the number two spot ahead of Instagram,with 39%of respondents saying they would consider making a holiday gift purchase from this platform(a 5%increase from our 2021 data).TikTok also grew in popularity h

30、ere,increasing from 18%in 2021 to 24%in 2022.Which social media platforms would you consider making a purchase from for a holiday gift?Are you open to making a holiday gift purchase directly via a social media ad this holiday season?52%37%11%21%21%24%39%26%52%13%22%16%18%34%27%37%FacebookInstagramSn

31、apPinterestTwitterTikTokYouTubeNone20222021With more than 6 in 10 respondents saying they are open to making a holiday gift purchase directly via a social media ad,theres a clear opportunity for brands to connect with their audiences in unique and authentic ways.This will be particularly important a

32、s consumers more heavily consider their holiday purchases in the face of the current economic climate.YESNO62%38%Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO11The The OpportunityOpportunity For Brands Right Now For Brands Right Now0505Timely planning and being ready to meet consum

33、ers where they are when they are ready to shop is always the recipe for success each holiday season,but getting strategies aligned and ready across multiple digital platforms can be a challenge.Be prepared for this years unique challengesData privacy,economic uncertainty,and scaling back of ads post

34、 the COVID-19 ecommerce boom,are all external factors for which brands need to consider and plan.On top of this,campaigns may see slower delivery and degraded performance since seasonality and demand can often impact delivery times and bids.The holidays also bring major changes to the creative desig

35、n side,and the larger volume of campaigns increases the chance of encountering problems.Get your house in order!For those who havent already,organize your assets,ensure your catalogs are set up and running smoothly,get any products up to date that may not be,and add the seasonal elements you need to

36、 make a bigger splash with target audiences.Early strategizing,testing and iterating,and continuously applying new learnings along the way will be paramount to this holiday seasons success.In recent years,weve seen the holiday shopping season flatten,meaning a longer period of shopping spread over a

37、 few months with less notable peaks in demand.Since shoppers are making purchases even earlier this year,the time for brands to garner the attention of consumers is now.Content should be designed to fit each specific social platformHoliday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO12Loo

38、king to really stand out?Invest in creator contentBrands leveraging creator content this holiday season already have a leg up on the competition.This is a unique way to incorporate word of mouth advertising into a digital format especially when the creator endorsing your brand has a devoted followin

39、g.Since creator content looks like the day-to-day content audiences already consume across platforms,it comes off to them as more authentic than more traditional ads.Leveraging the human element appeals to audiences looking for experiences where they feel connected like the creator and brand are tal

40、king specifically to them.Like weve said before,its multi-platform or bust!This year will be especially important for multi-platform strategies.Consumers are showing up across an increasing number of social and digital surfaces.Being present across all platforms enables advertisers to tap into the a

41、dvantages of each.For example,participating,or even starting,holiday themed trends on TikTok.As shoppers spend more time looking at new products this year,its important for brands to ensure these consumers dont abandon their products.Running dynamic ads across digital platforms helps brands reconnec

42、t with shoppers who may have abandoned a cart,or perhaps not even started one yet.0505More digital platforms are getting in on the funWere seeing more platforms incorporate new shopping ad products ahead of the holiday season this year to make it easier for brands to re-engage shoppers TikToks Shopp

43、ing Ads and Metas Advantage+Shopping Campaigns,for example.As brands have more optimization and personalization tools at their fingertips designed to create more native and unique shopping experiences for consumers,advertisers must seize the opportunity to maximize engagement with their consumers ac

44、ross these channels.Digital advertising plays a crucial role in building meaningful and lasting relationships with consumers.Brands that really get it,know its not just about the experience with a specific ad,but the long-term connection that engagement can create between a brand and a consumer.Bran

45、ds that look to bond with shoppers,not just sell to them,will thrive this holiday season,and long after it wraps.Holiday Season:The Digital Advertisers GuideFALL 2022SMARTLY.IO13Powering beautifully effective ads,Smartly.io automates every step of social advertising to unlock greater performance and

46、 creativity and is a leading Facebook marketing partner.We combine creative technology,ad buying automation and intelligence with outstanding customer service to help 700+brands scale their resultson Facebook,Instagram,Pinterest,Snapchat and TikTok.Last year Smartly.io acquired Ad-Lib.io and Viralspace.ai and are now a fast-growing community of 700+Smartlies around the world,managing over$4B in annual ad spend and growing rapidly and profitably.Visit Smartly.io to learn more.About Smartly.ioAbout Smartly.io