Black Friday: The Ultimate Test

Posted in Audience Series, Blog

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry. The following article was featured as an AdExchanger “Data-Driven Thinking” column.

Rachit Srivastava
By Rachit Srivastava

Thanksgiving is around the corner, meaning great food, family and, of course, Black Friday.

Mobile ad targeting and strategy have advanced significantly this year, and mobile marketers are reaping the rewards of proven, solid algorithms and enjoying consistent uplift in success metrics. They should be feeling pretty comfortable with being able to target audiences efficiently on this crazy shopping weekend, right? Why would their algorithms fail them now?

Black Friday is like no other time of the year, and it may require marketers to step out of their comfort zones. This is no time for autopilot. If you want to pass the ultimate test, preparation is key.

Major Challenge 1: Infrastructure

On Black Friday, consumers are more inclined than ever to shop, and advertisers want to take extra advantage of this. This means that overall there will be more competition for targeted ad impressions served that weekend than on other days of the year. Advertisers will funnel an increasing number of ads towards these limited impressions in order to cash in on the intent of consumers and channel them toward stores.

To read the rest of this article, please visit Adexchanger.com.

PlaceIQ’s Audience Series sets out to highlight the importance of segments in the advertising world. As the pioneer of mobile’s application to location intelligence, and leaders in the mobile audience field, PlaceIQ has the knowledge you need. Key audience experts from each PIQ department — from engineering, to data science, to sales — will tackle a new topic to give a 360-degree view on this vast, ever-changing industry.