By Alyssa Hamm

The countdown has begun. There are 37 days left until Black Friday and the kick off to the official (or unofficial) holiday shopping season. Shoppers have begun mapping their game plan – have you started mapping yours on how to reach them? Back to school just wrapped up but retailing never sleeps. It is best to devise your game plan for the holidays now so you are not scrambling, or have not missed the boat entirely, when November 1 rolls around.

eCommerce hit a record high of 10.6% of retail sales during the 2016 holiday season. Digital devices are no longer just used to search for and research items, they are where a significant amount of the purchases are taking place. In 2016, 71% of online users said they would purchase holiday gifts online. It has become necessary to reach this audience, so you should ensure digital is included when preparing your Q4 media plan. There are many ways to reach the right 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 other retail heavy locations.

Digital is the perfect way to reach the holiday shopper. Having your advertiser’s message in front of shoppers while they are searching and researching will ensure you are top of mind throughout the holiday season.