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Holiday Season Marketing Guide Released by Microsoft Advertising Microsoft Advertising has introduced a comprehensive guide called “Your Festive Season Marketing Playbook” to support marketers in crafting effective ad strategies for the upcoming holiday season. This guide aims to help advertising teams adapt to evolving customer behaviors and trends during this highly anticipated shopping period. One key emphasis of the guide is the importance of early campaign planning. Historical data reveals a significant surge in website traffic and purchases in the U.S. and the EMEA region during September and October. In these months, there were 44% of ad clicks and 40% of conversions at a 5% lower cost-per-click (CPC). Meanwhile, Australian shoppers typically kick off their holiday shopping in early November, making it crucial for brands to allocate their budgets accordingly for the entire holiday season. The guide also highlights the significant impact of October clicks on holiday conversions, with an average of 67% of November purchases and 50% of December purchases being traced back to consumer clicks in October. Additionally, the Playbook notes the growing trend of deal-seeking among consumers, especially in the U.S., where more than two-thirds of shoppers invest substantial time searching for coupons and deals. In the EMEA region, deal seekers spend 33% more time on search activities than the average shopper. Microsoft’s holiday advertising Playbook underscores the advantages of employing diversified ad strategies. Insights from the Microsoft Advertising Network reveal that 28% of holiday ad clicks originate from mobile devices, which contribute to 22% of total retail conversions. This underscores the importance of a multi-channel approach to engage consumers across various platforms. In conclusion, Microsoft Advertising’s “Your Festive Season Marketing Playbook” provides valuable insights and recommendations for marketers to prepare for the holiday season effectively, emphasizing early planning, the impact of October clicks, the rise of deal-seeking behavior, and the benefits of diversified ad strategies.