The Drum: ‘Ad execs on Black Friday in 2024?’

Nest CGO Luke Jonas was featured in a recent article by The Drum: ‘Less about the deal, more about the feel: Ad execs on Black Friday in 2024?’. Here is an extract:

“It’s no secret that peak is starting earlier and earlier. Our platform data across all channels reflects this, with sales and advertising costs rising in the build up to the event, hitting an apex during Black Friday Cyber Monday (BFCM) weekend.

“Despite years of negative headlines about the state of online retail, every year, peak performs. According to Meta data from BFCM weekend last year, we saw a 26% increase in ROAS alongside a 58% increase in average spend.

“Shoppers are savvier than ever, waiting through the year to make multiple purchases on the weekend. However, if brands are just planning to scale acquisition now with peak just around the corner, it will be more expensive with CPMs spiking as competition is hotting up.

“Smart brands have already done the hard yards to build a relationship with these customers with full-funnel marketing strategies put into place months before building awareness and consideration.”

Find out more in the full article.