How can marketers best harness the tools at their disposal to advertise successfully for Black Friday? 

In the UK alone, forecasts estimate that spending over the whole Black Friday weekend could surpass £9bn. Although inflation has eased considerably since October 2022, when it hit a 41-year high at 11%, the persisting cost of living crisis continues to present troubles for many. With more consumers conscious of their spending habits, many will certainly be seeking out those Black Friday deals: unsurprisingly, for over seven in ten consumers, the main motivator for spending during the event are the discounts and deals offered. Yet, research has found that UK shoppers plan to spend less this year over both Black Friday and Cyber Monday than they did in 2023, with only 10% intending to spend more than last year. 

Each year comes with new challenges. Meanwhile, the well-known ones persist: navigating an ecosystem increasingly focused on consumer privacy and adhering to its regulations, attempting to dodge the threat of made-for-advertising sites, harnessing AI effectively and efficiently, among many others. 

In the face of these industry-wide obstacles, what should advertisers focus on to deliver successful Black Friday campaigns? We asked ad tech industry experts how advertisers can take advantage of the tools at their disposal to draw in consumers and deliver ROI worthy of being an early Christmas gift. 

Crafting relevant and personalised campaigns is key

This year brings unique challenges, with economic pressures shaping consumer behaviour and a greater reliance on mobile and CTV for deal discovery. Advertisers must leverage data and AI-driven insights to optimise campaigns in real time, ensuring messages resonate with audiences. By delivering relevant, well-placed content, brands can effectively turn interest into sales amidst heightened competition.

Black Friday offers immense potential for advertisers, with UK shoppers expected to spend £7.1bn this year (according to PwC). However, success lies in overcoming competition and crafting campaigns that are relevant and personalised throughout the consumer journey. Consumers now demand tailored ads that meet their needs, delivered at the right time and in the right context.

Tools like CTV enable immersive storytelling, while digital out-of-home (DOOH) offers dynamic, location-based messaging. This combined with geotargeting solutions that also drive foot traffic into retail stores help these channels work together and create a seamless omnichannel advertising experience that cuts through the noise.

Samantha Allison, Director, Client Services, EMEA, StackAdapt

Adopt a holistic approach

With shoppers continuing to feel the pinch, this Black Friday may not see the soaring sales that brands have become accustomed to. But while only 12% of UK consumers are planning to spend during Black Friday, this doesn’t necessarily mean a quiet Golden Quarter. Half state that sales and discounts increase their chance of making a purchase, and more than two thirds of shoppers (67%) are either definitely or probably going to spend on gifts in the lead-up to the festive period, while 39% plan to, or are considering, buying luxury items at this time of year.

Marketers must therefore take a more holistic approach if they are to see success both during Black Friday and other key shopping events. As the habits of shoppers change in response to economic conditions, brands must be ready to deliver the right messaging at the right time. Privacy-first data is key to this, and those brands that couple a long-term approach with tangible metrics from first-party interactions, purchases, and audience intelligence research will see the greatest results this Black Friday and beyond.

Simon Stone, GM International, LoopMe

Smart TVs are a powerful shopping hub

Smart TVs have transformed into fully immersive experience hubs, where people move between streaming, gaming, listening to music, working out, and shopping. And this holiday season, we expect to see an uptake in marketers investing in CTV campaigns to connect with their audiences. In fact, research we conducted earlier this year found that 43% of CTV users find TV ads helpful for Christmas shopping, and 72% are willing to scan QR codes to make a purchase.

The home screen, in particular, will play a pivotal role in this by giving brands a powerful first impression, multiple times a day. During Black Friday / Cyber Monday, consumers are inundated with deals, so the home screen will enable brands to think past the typical 30 second slot with innovative 3D ads, shoppable QR codes, and more. Smart TVs are no longer just a medium for entertainment, they are also a powerful shopping hub. And excitingly for brands, CTV offers the unique opportunity to create a seamless path from discovery to purchase.

Helen Keelan, Senior Sales Director, LG Ad Solutions

Prioritise working with the right DSPs

Black Friday 2023 generated a huge £13.3bn in sales, highlighting the immense potential for brands to connect with consumers. To capitalise on this opportunity, successful brands are leveraging the full range of digital channels, delivering relevant campaigns to customers in the environments they are engaging. 

To really get the most out of this lucrative opportunity, brands must work with the right DSPs, especially those that have a combination of first-party IDs and alternative solutions that will bring scale and reduce ad waste. These solutions enable game-changing transparency on media performance, supporting brands to deliver consistent and relevant ads across connected TV (CTV), mobile, and other programmatic channels. CTV especially offers an unparalleled chance to reach valuable audiences as well as rich measurement data for omnichannel media optimisation. Those who embrace these technologies will drive strong engagement opportunities during this key retail moment and beyond.

Phil Acton, Country Manager UK, Adform 

Use AI and social media to your advantage

A winning Black Friday campaign hits hard on urgency and exclusivity. Limited-time deals, early-bird discounts, and exclusive sign-ups can spark FOMO in prospective customers. Use countdown clocks and eye-catching visuals to cut through the noise, tailor creative to each platform (gen AI can be a huge help with versioning), and create buzz with regular social media and email updates. Savvy shoppers will be hunting for the best offers, so showcase high-demand products and don’t shy away from comparing competitor prices.

Another use case for AI is to ingest customer data to tailor recommendations and promotions based on individual preferences, browsing habits, and past purchases to stand out in a sea of deals, many of which will be generic. Creating tailored campaigns that speak to specific customer segments and adapting to campaign performance in real time can make all the difference in breaking through ad saturation. 

This year, campaigns will be taking advantage of social platforms’ end-to-end marketing funnels. TikTok and Instagram have become e-commerce powerhouses, with shoppable posts and videos, making influencers an essential component of the media mix. Shopping streams — think TV shopping channels for the modern age — are growing in popularity, and offer unparalleled engagement for marketers that can master this emerging channel.

Matthew Villa, Head of Sales US, MGID

Avoid putting all of your eggs in one basket

While Black Friday is typically viewed as the gold mine for advertisers to capture the attention of deal-hungry consumers, our data shows that brands need to consider more than just the 24-hour shopping event. Seedtag’s 2023 insights highlight that interest begins to increase from the second week of November, peaking the weekend following Black Friday, thereby indicating sustained consumer interest across the whole month. We therefore advise brands not to put all of their eggs in one weekend shopping basket in order to match this consumer behaviour. Brands can build consistent exposure and recognition and ensure they stand out from the ensuing fight for airtime.

In addition to this, our data shows that 40% of Black Friday and Cyber Monday views in 2023 were related to Travel Tuesday, which follows the day after Cyber Monday. As it continues to grow in popularity, Travel Tuesday is an opportunity for advertisers to engage with new customers looking to book their next travel fix before the year comes to a close. Those who do this can expect to unlock a host of rewards, such as maximised profits and increased consumer engagement.

Marko Johns, UK Managing Director Head of Agency, International, Seedtag

Retailers should prepare to offer additional benefits

While UK consumer spending around Black Friday is expected to increase again this year, we are yet to see the impact of the recent Autumn Budget and political changes. At times of financial insecurity, shoppers often look to bag themselves a bargain which might also result in a prolonged Black Friday spending period this year, as consumers look to complete their Holiday shopping early. 

It’s also worth noting that during big retail events like this, brand loyalty often drops in favour of the best deals. For marketers to succeed this year, retailers must prepare to offer additional benefits such as free shipping or extended sales, to encourage bargain-hunting Brits to choose their offerings above their competitors.

Chris Hogg, Chief Revenue Officer, Lotame