Category: In the News

With the holiday shopping season becoming longer and noisier, brands are under increased pressure to maximize their campaign budgets and impact.

Using social media, including Facebook and Instagram, to advertise during the holidays offers brands scale and discovery potential. To achieve success through these channels, marketers must manage creative complexity and format diversity at a time when costs and competition are at their highest.

“Advertisers and brands are trying to pull forward the holiday period a little bit earlier, so they’re seeding in new audiences to their campaigns to try to expand that full addressable market,” said Jake Bailey, group director of global business at Meta. “There’s also a shorter time period than usual in between this Thanksgiving and the other holidays and shipping cut-offs, so that makes for a more intense environment.

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This story was originally published on Modern Retail.

Advertisers will soon be able to own a large chunk of Best Buy’s store footprint as the retailer works to expand its media offerings.

Beginning next year, Best Buy will offer “takeover packages” to allow advertisers to appear throughout the in-store shopping experience, the company said Tuesday as part of its first-ever Best Buy Ads showcase event. Separately from the takeover piece, the company also announced new partnerships on campaigns with the NFL, TMRW Golf League and Dude Perfect, though it declined to share any further details on what those campaigns entail. It also said it will roll out new channels for measurement and self-service reporting features over the next year, aimed at allowing brands to better track results and optimize campaigns.

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