December 17, 2018
Festive spending is going digital: what can brands do to capitalise on this?

Festive spending is going digital: what can brands do to capitalise on this?

By Lisa Nanu, Head of Marketing & PR

Swapping queues for convenience, this year’s Black Friday shoppers went digital. Realising PwC projections of bumper web sales, online buys soared: Argos saw sizeable 40% uplift in mobile purchases and Amazon received more than 100,000 toy orders alone before 9am. And it looks as though the trend will continue throughout the ‘golden’ quarter, with internet shopping set to absorb over half (56%) of total UK festive budgets.


For brands, this makes a strong digital presence vital to tap into holiday spend. But achieving advertising engagement can be challenging. Not only is competition for consumer attention increasingly fierce, but the introduction of stricter privacy rules through the General Data Protection Regulation (GDPR) has added greater complexity to campaign management.


To help marketers overcome these obstacles, ADmantX offers a diverse advertising toolkit that blends semantic technology, vast taxonomy, and first-party profiling – all of which are GDPR compliant – for maximum festive success.


  1. Advanced contextual targeting

Context is a crucial element of effective targeting. Marketers must place ads beside relevant content that matches brand values if they want to spark shopper interest, and protect their reputation. Yet solutions implemented to do so often rely on simple keywords, putting ads at risk of appearing next to inappropriate content by ignoring the context of the page.


This is why ADmantX delivers contextual targeting that uncovers the real meaning of words. Leveraging a mixture of semantic technology, advanced natural language processing (NLP), and artificial intelligence (AI), our solution assesses content at URL level; reading each word on the page exactly as the human brain does to understand its true context. For instance, it can establish whether an article about advent calendars is encouraging consumption or issuing a health warning: critical information for retailers selling seasonal treats. With the insight our analysis creates, marketers can achieve accurate contextual targeting at scale: ensuring ads are always a perfect fit for their audience and environment and remain brand safe.


  1. A hyper-granular content categorisation

The festive period is a time for giving and celebration, which means consumer purchasing spans a wide range of product verticals from foods to wearable gadgets. So, marketers need granular tools that can analyse digital content against multiple variables such as; sentiment, topics related to their offering or industry, and unique risks. To meet this requirement, ADmantX has recently expanded its already substantial contextual taxonomy to cover more than 1,200 categories, including the 698 categories recommended by the Internet Advertising Bureau (IAB) Tech Lab for online content grouping.


Thanks to its true Natural Language Processing (NLP) technology, ADmantX’s contextual taxonomy also improves the technology’s ability to detect emotions solicited at the page-level (on top of generic sentiment) such as love, passion, sadness, etc. This understanding is very important for the effectiveness of a campaign.


Using this extensive catalogue, marketers can set precisely tailored criteria for NLP-driven content evaluation and contextual targeting: selecting taxonomies that align with specific business priorities, as well as seasonal campaign objectives.


  1. GDPR compliant audience profiling

In a post-GDPR world where data access is restricted, adding the personal touch needed for individual resonance can be tough. But ADmantX answers this problem by helping advertisers unlock the value of URL data. With assistance from cognitive technology and machine learning, data can be pulled from page content to create audience profiles based on interests and viewing habits. This empowers refined segmentation and better ad targeting options that benefit brands and the bottom line, without making the consumer personally identifiable. For example, URL insight may reveal a consumer is reading about festive crafting at the same time as a prominent Christmas programme airs on live TV. Although their identity is unknown, it is highly probable they will be interested in artisan items, which presents an opportunity for brands to serve ads for bespoke products.


Ultimately, the key factor in capturing festive online spend is relevance. To stand a chance of breaking through the growing tide of seasonal discounts, promotions and campaigns, brand marketers must offer something different: ads that not only seamlessly match surrounding content, but also speak to the unique preferences and needs of shoppers.