Company’s platform data unveils peak advertising days and shifting consumer behaviors that will help marketers maximize efficiency of their campaigns
Index Exchange Inc. (Index), one of the world’s largest independent ad exchanges, today announced the release of an omnichannel playbook that helps marketers prioritize performance and efficiency as they prepare for the 2022 holiday season. The guide provides key insights to marketers on how they can optimize supply paths to reach audiences more effectively on any screen, through any format.
The guide highlights how consumer attention is fragmented more than ever, a shift that requires marketers to optimize a programmatic, omnichannel approach that recognizes consumers use multiple devices throughout the day.
“Bidding strategies need to be designed around consumer behavior as they shift their attention from one screen to another,” said Jessica Breslav, chief customer officer at Index. “Our platform data shows significant peaks and valleys in terms of mobile and connected TV (CTV) usage throughout the day. It’s critical that marketers pay attention to these trends and meet their consumers where they are.”
According to Index Exchange data, holiday CPMs in 2021 began increasing in mid-November with spikes during the week of Thanksgiving, on Christmas Eve, and on Christmas Day. This year, with ongoing uncertainty due to macroeconomic conditions, media buyers must focus on building brand awareness as early as possible by leveraging the success of upper-funnel campaigns to drive conversions later in the season.
“We don’t look at TV as linear versus streaming anymore. With consumer attention rapidly shifting, it’s critical to have a screen-agnostic approach,” said Vinny Rinaldi, head of media, Hershey’s. “This holiday season, we’re focused on making sure we’re top of mind for consumers by capturing attention early. We’re using data to inform our ecosystems, and that spans from streaming to mobile devices.”
The report also highlights how more marketers are turning to direct deals and open market inventory packages to streamline access to curated inventory—particularly in CTV. Index’s inventory packages help marketers reach audiences through preferred media owners and priorities most relevant to their brand, while still benefiting from the flexibility of the open market. There are nearly 5,000 buyers taking advantage of the program.
Marketers can also extend their sustainability initiatives with Index Green Inventory Packages, carbon-neutral media measured by Scope3. Activated through a single deal ID, the curated supply will help marketers accurately account for the carbon in their holiday campaigns, make data-driven decisions, and reduce their carbon footprint.
