9 for 5: Nine Commerce Media Tips for Cyber 5 Marketers

Joshua Dreller

Sr. Director, Content Marketing @ Skai

Summary

With one month until Cyber 5 (November 28 to December 2), businesses should focus on refining their strategies for retail media, social commerce, and search campaigns. Inspired by Santa’s reindeer, these nine commerce media tips highlight the importance of granular targeting, leveraging retailer data, dynamic creatives, and real-time monitoring to capture holiday shoppers’ attention. The goal is to maximize visibility and conversions, driving success in this crucial holiday period.

The holiday shopping season isn’t what it used to be. While it once kicked off in November, early promotions have now become the norm, extending the season and giving marketers more time to gather crucial data. This shift offers an advantage: the opportunity to fine-tune strategies based on early sales insights.

For example, the data you’re collecting from these early sales can be the key to perfecting your plans for the all-important Cyber 5—the five-day period from Thanksgiving to Cyber Monday—when 68% of shoppers aim to spend up to half of their holiday budget.

The Cyber 5 is almost here—November 28th to December 2nd—so it’s time to focus on the final strategies, like which specific days of that five-day period you should focus on the most. Looking back at last year, “Black Friday was the biggest shopping day in 2023, as data reveals it dominated the Cyber Five with 17% higher retail media spending and 21% higher ad-driven sales than Cyber Monday,” says Megan Harbold, Skai’s VP strategy and growth.

Which of those days are most important to your business?

Nine Reindeer-Inspired Commerce Media Tips to Win the Cyber 5:

Commerce Media is a relatively new term that encompasses three critical areas of digital marketing: retail media advertising, search engine shopping campaigns, and social commerce. By combining these channels, marketers can reach shoppers across multiple retail touchpoints and create personalized and compelling experiences to maximize their retail media performance for these important peak shopping days.

With just one month to go to the Cyber 5, it’s time to focus on short-term strategies that can quickly make an impact. Let’s explore these nine tips, each inspired by one of Santa’s trusty reindeer.

Note – All stats are from the Skai 2024 Consumer Holiday Survey, which you can find on our Holiday Hub, along with other great info, tips, and tricks to win the season.

Lead the pack like Dasher with powerful, granular targeting

Dasher sets the pace, and with Cyber 5 right around the corner, it’s crucial to stay ahead of the pack. During this critical shopping window, shoppers are ready to spend nearly half of their holiday budgets, making precise targeting a must. Refined audience segments and bid adjustments will help you ensure your message reaches the right people at the right time, maximizing results when the competition is most intense.

There’s no time to waste—marketers must use tools that allow them to get agile and react quickly to new audience insights. Fine-tuning your segments and focusing on high-intent shoppers is key to maximizing returns when every moment counts. Like Dasher leading the charge, the goal is to reach your target audience before competitors.

Things to consider with one month to go: Leverage first-party data from retail partners to build audience segments based on shopper intent and product interest. Implement bid multipliers to prioritize high-converting segments, and continuously review performance metrics to make data-driven adjustments.

Skai tools to help:

Glide smoothly like Dancer using retailer first-party data

The Cyber 5 shopping extravaganza is like the big dance of the season, and Dancer wouldn’t miss a step. Marketers now have more access to first-party retailer data than ever before, making it possible to deliver highly personalized campaigns. This data provides insights into trending products, shopper demographics, and buying preferences, which can help refine offers and messaging.

Think of Dancer gracefully syncing movements with the music—your campaigns should sync seamlessly with what shoppers want. Using these insights effectively helps build a deeper connection with your audience, leading to more impactful campaigns as the crucial Cyber 5 days approach.

Things to consider with one month to go: Review recent retailer insights to understand which products are performing well and what demographics are engaging. Like Dancer gliding gracefully, use this data to create a harmonious connection with shoppers and align your messaging with what’s resonating most.

Skai tools to help:

Add flair like Prancer with limited-time social promotions

When it’s just a month to go, you’ll need a little flair to catch your audience’s attention—just like Prancer, the team’s social butterfly. Social commerce is a prime channel for adding urgency-driven campaigns that resonate with last-minute shoppers. With more than half of holiday shoppers starting their research before November, you need to create offers that stand out and drive immediate action.

Now is the time to roll out limited-time deals with clear calls-to-action to build that sense of holiday urgency. Prancer would approve of a flashy campaign that combines shoppable posts, influencer collaborations, and eye-catching visuals to make an impression on holiday shoppers.

“Marketers should test early promotions to ramp up for their Black Friday deals to cater to different audiences and drive sales,” said Harbold. “They may also want to explore extending their promotions and media support beyond Black Friday alone to capture potential post-holiday deal seekers.”

Things to consider with one month to go: Keep promotional timelines tight and make your calls-to-action clear. Experiment with interactive elements like shoppable posts and influencer partnerships to boost engagement and drive conversions.

Skai tools to help:

Add a touch of Vixen’s magic to your search shopping ads

Like Vixen, who’s known for bringing a little holiday magic, it’s time to make your search ads shine. Search engine shopping campaigns play a key role in ensuring your products are visible and top of mind. During Cyber 5, optimizing product feeds and targeting the right keywords are essential to capturing intent-rich shoppers.

A well-tuned product feed is like Vixen’s sleigh—it keeps everything running smoothly while delivering a little extra sparkle. Don’t miss out on capturing high-intent shoppers who are actively looking for the best deals; now’s the time to bring your A-game.

Things to consider with one month to go: Focus on product feed health, optimizing titles and descriptions to include relevant search terms. Adjust bids based on trending keywords and increase budgets for top-converting products to maximize results.

Skai tools to help:

Make your creatives sparkle like Comet

Comet isn’t one to blend into the background, and neither should your creatives. With more consumers turning to online shopping to avoid crowded stores, dynamic ad creatives allow you to respond to changing trends and shopper behavior in real-time. The goal is to shine brightly and capture attention, just like Comet lighting up the holiday night.

Dynamic creatives let you create ads that feel fresh and engaging. Whether it’s adapting themes, visuals, or calls-to-action, having a flexible creative strategy can keep your message resonating with holiday shoppers and boost conversion rates during the peak Cyber 5 days.

Things to consider with one month to go: Regularly update creatives to reflect the latest trends and shopper preferences. A/B test different variations to find the most engaging combinations and align them with segmented audience groups.

Skai tools to help:

Capture hearts like Cupid by doubling down on winning products

Cupid’s specialty is making connections, and in this case, it’s all about connecting shoppers with your top-performing products. During Cyber 5, consumers are ready to open their wallets, but they’re also picky. Identifying and focusing on your best-performing SKUs will help maximize your returns during this high-stakes period. With a month to go, doubling down on winning products is a smart way to capture hearts and conversions.

The key is to be intentional with your budget allocation. Put your ad dollars where they matter most—on those high-demand items that are already showing strong momentum. It’s a bit like Cupid aiming his arrows; you want to hit the sweet spot by showcasing what your customers are eager to buy.

Things to consider with one month to go: Use recent performance data to identify which products are trending and double down on them. Reallocate budgets dynamically to boost those high-converting items and ensure their ads remain prominent.

Skai tools to help:

Power up like Donner’s thunder with co-op funds

Donner’s name means “thunder,” and just like a thunderclap, your co-op campaigns should make an impact. Co-op funds are a valuable asset during Cyber 5, helping to extend your reach without additional budget strain. However, just like handling a thunderstorm, using these funds effectively requires careful planning and alignment with your brand’s overall objectives.

With only a month to go, it’s time to ensure your co-op campaigns are locked and loaded. Coordinate closely with retail partners to align your promotions with their marketing pushes and track fund utilization to maximize your co-op dollars during this crucial shopping period.

Things to consider with one month to go: Ensure co-op campaigns are aligned with brand objectives, track fund utilization closely, and plan promotions that sync with retailer marketing pushes.

Skai tools to help:

Speed through real-time performance monitoring like Blitzen

Blitzen’s all about speed, and in the world of holiday marketing, quick adjustments are vital. With Cyber 5 fast approaching, real-time performance monitoring becomes your guiding star. As consumer behavior shifts during these key shopping days, marketers need to be nimble and ready to adjust budgets, bids, or messaging on the fly.

With 20% of consumers willing to wait until January for better deals, it’s clear that staying agile will help you catch those key conversions. Like Blitzen racing through the night sky, the goal here is to keep an eye on metrics, react quickly, and make informed tweaks to stay on track.

Things to consider with one month to go: Keep an eye on conversion rates, use automated alerts for any drastic performance shifts, and be prepared to quickly pivot based on trends.

Skai tools to help:

  • Pacing Monitor to review budget pacing and avoid missing out on crucial high-conversion times.
  • Scheduled Reports to stay updated on performance without logging into the platform.
  • Analysis Grid to quickly identify underperforming campaigns and take corrective action.

Guide customers post-season like Rudolph

The journey doesn’t end after the purchase—especially during the holiday season. Keep the holiday spirit alive by using post-sale strategies to guide shoppers toward additional purchases or product recommendations. With all the excitement of Cyber 5, there’s a prime opportunity to extend your connection with customers beyond their initial purchase.

Like Rudolph guiding Santa’s sleigh, your goal is to keep the momentum going and light the way to repeat purchases or cross-sell opportunities. Upsell and remarketing campaigns during and immediately after Cyber 5 can keep shoppers engaged and increase your overall returns.

Things to consider with one month to go: Create tailored upsell offers based on purchase history, build remarketing ads targeting recent buyers, and explore bundling strategies for complementary products.

Skai tools to help:

Get Ready, Get Set, Go!

Remember, winning the Cyber 5 could be the difference between a good or amazing holiday season. With the right strategies and timely optimizations, you can seize the opportunity to boost your brand’s performance and connect with eager holiday shoppers.

With one month left, checking campaign readiness is the best way to ensure a successful Cyber 5. Conduct final checks on all campaign elements to confirm everything is aligned and running smoothly, from ad creatives to targeting settings. This includes reviewing pacing monitors, budget allocations, and automated rules to avoid any last-minute surprises. Being proactive with final checks can help you enter Cyber 5 with confidence, knowing your strategies are set up to perform.

Good luck, and be sure to check back to the Skai Holiday Hub for more expert guidance and up-to-date insights throughout the holiday season!

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