For Many Advertising Agencies Fall Media Planning is well underway
It’s mid June and we’re already having companies lock away their fall campaigns with Gourmet Ads. It’s typical to see this sort of six month forward media planning with campaigns booked already pretty much focus on holiday periods such as Thanksgiving and Christmas. Just like snow falling, media planner and media buyers need to take a blanket approach with high share of voice to ensure their products gain the attention they desire online. With this in mind, it’s key to lock it in as soon as possible.
Fall is so important to many food and wine companies. Not only are the holiday periods key, but we find that traffic generally increases to our sites during the fall. There are a variety of reasons for why we see this trend of increased traffic (I believe the main reason is that cold weather contributes with more people generally staying in) during the fall period. Take a look at the graph below from Google Trends for the keyword search “recipes”. Towards the end of each year take a look at the common annual trends for people searching “recipes”. Given that the majority of sites in the Gourmet Ads network feature recipes we also see this trend rather consistently.
Media planners and media buyers should look at starting campaigns in early September and October, then mid November vamping it up to high share of voice. Focusing on key dates around Thanksgiving, then Black Friday, the last few days of online Christmas spending and then Christmas spending.
Fall Media Planning is about engaging with Consumers in Q4
We’ve previously write blogs on Thanksgiving Advertising and Christmas Advertising which both focus on each of these topics. Both blogs give you ideas on timing and what can be done in the lead up to both thanksgiving and Christmas.
So although we’ve just started the US summer, start your fall media planning for advertising campaigns at the end of the year is something that should be happening now.