By: Will Bolles

Believe it or not it, it is almost that time of year again. That time of year when you sit and think “wow, this year really flew by” as you watch that commercial featuring a new luxury car with a big red bow on it for what seems like the 200th time. You wonder, “Who actually gets a new car in the winter?” And “does it even have 4 wheel drive?” Or maybe you live somewhere where it is warm and sunny all the time, and those thoughts don’t ever cross your mind. Well, the holiday season is almost here! While it pains me to admit, summer is “officially” over, before we know it there will be snow will be on the ground (unless you live in the previously mentioned climate). As consumers, we know there are two types of holiday shoppers

  1. Those who go out to the mall with a list (on paper!) and brave the thousands of people all looking for the perfect holiday gift, crossing off items as they go
  2. Those who do all of their shopping on the couch on either a phone or laptop the evening of 12/23 (where would we be without Amazon Prime?)

With the ability to reach both of these types of shoppers as they prepare to open their wallets (or e-wallets…it is 2018 after-all), including digital should be essential on all Q4 media plans.  Below are some helpful ways to reach the holiday shopping audience using Basis DSP:

  • Audience Targeting: Reach holiday shoppers through these data segments: Black Friday/Cyber Monday Shoppers; Holiday Shoppers (mobile & desktop)
  • Contextual Targeting: Reach shoppers by targeting specific types of content: Shopping; Shopping Apps (mobile); Holidays and Celebrations
  • Mobile Location Retargeting: Reach users who have shown they are holiday shoppers or heavy shoppers based on their past location. You could also reach users who have been to specific stores such as Best Buy, Macy’s or Target.
  • Hyperlocal Mobile: Reach users while they are actively shopping by targeting malls and shopping centers

Reach out to your Centro contact for more information on these and other tactics!