Q4 Advertising
August 20, 2009 by Benjamin Christie
Q4 is just around the corner and for Gourmet Ads, Q4 is considered the business end of the year for us. Generally speaking, companies such as food, wine and grocery and their advertising agencies reserve the majority of the annual advertising budgets for Q4. There are a number of reasons why this is the case which we’ll address a bit later, but lets first look at why traffic increases during Q4.
Year on year, publishers during Q4 tend to see an increase of approximately 20-25% compared to throughout the year. There’s the obvious environmental reasons such as cold weather outside encourages people to stay in and go online. But add to this, the volume of consumers who are searching for recipes increases greatly during this period. Take for example the search “Turkey Recipe” which is illustrated in the graph below and shows the intense amounts of search during this time for that search throughout the tail end of Q4.
So because the traffic across the Gourmet Ads network grows during this period, we also increase our overall reach of the network. Which means that advertising at this time of the year allows you to capture, influence and engage audiences online, increasing sales and revenue.
So what else contributes to an increased spend in Q4 advertising? There are a number of events and general consumer habits that trigger the increase in advertising budgets. We’ve highlighted a few including;
- Thanksgiving ( see Thanksgiving Advertising )
- Black Friday Shopping
- Christmas Shopping
- Christmas ( see Christmas Advertising )
- End of year travel
So it makes sense that if you’re tasked with marketing a product during Q4, then you need to start media planing and media buying right now. We’ve heard horror stories from advertisers who didn’t book premium inventory in advance and were left advertising on lesser networks and websites which didn’t perform, and thus revenue was reduced. Also the earlier you start media planning the better CPM rates that can be negotiated. Media Planing a few days before Thanksgiving and you’re going to pay a high CPM for your campaign.
If you’d like to receive a proposal from Gourmet Ads to run a Q4 advertising campaign, then Request a Proposal from us right now. Be sure to highlight the dates you’d like the campaign to run as well as key audiences that you’d like to reach.
Blog Tags
advertising, black friday advertising, christmas, christmas advertising, media buying, media planning, online advertising, q4, q4 advertising, thanksgiving, thanksgiving advertising, vertical advertising networkCategorySocial Bookmarks
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