LATEST TRENDS AND INSIGHTS
WHITE PAPER: Holiday Trends
Brands that start planning holiday campaigns early increase their chances of getting their piece of the holiday pie.
• The MNI ad network reaches 93% of the total U.S. digital population, equating to 238,582,000 unique visitors in November 2016.
Source: comScore October 2016.
• 41% of pay TV subscribers (cable, satellite, etc.) are planning to either cut back on or sever
completely their subscriptions in the near future, choosing to move to social and/or digital.
Source: 5 Social Media Trends That Will Change The Game In 2017 | November 2016 | Forbes.
• Connected TVs are gaining a strong foothold, with over half of the U.S. population expected to watch
streaming content on them by 2016, and by 2019, U.S. household penetration will reach 78.1%, with
97.3 million households on board.
Source: Connected TVs Marry New and Old Viewing Habits | November 2016 | eMarketer
• Auto manufactures have spent $161.3 million on holiday sales ads since November 1st, a figure that
represents 40% of the sector's overall TV spend ($407.4 million) in the same period. Around 27%,
or $43.3 million, of the holiday auto outlay has been spent on in-game NFL inventory.
Source: Automakers Rev Up Black Friday TV Spend to $161 Million | November 2016 | AdAge.
• The total digital commerce sales in the U.S., in Q3 of 2016, was $84.3 billion, with sales from smartphones and tablets accounting for 20% of that total – the first time mobile commerce has reached this milestone.
Source: Q3 2016 Digital Commerce Hits $84.3 Billion, as M-Commerce Accounts for 20% of Sales for 1st Time | November 2016 | comScore.
• Mobile is primarily utilized for its door-to-the-store functionality. 76% of people who search for something locally on their smartphone visit a related business within a day, and 28% of those searches result in a purchase. Read more on hyper-local mobile advertising.
Source: A Marketer's Guide to Holiday Supershoppers | October, 2016 | Think With Google.
• This holiday season, 32% of U.S. retail marketers plan to use targeted mobile ads, 29% will rely on social media apps, and 20% will leverage branded apps, to reach holiday shoppers. Only 8% of retailers intend on using mobile coupons.
Source: Mobile Marketing Channels/Tactics that U.S. Retail Marketers Plan to Leverage this Holiday Season | October 2016 | eMarketer
• Although the number of users who use ad blocking software has been growing, smartphone ad blocking is rare. 23% of U.S. consumers said they use an ad blocker on their desktops, while only 2% said they use ad blocking tools on their smartphones.
Source: A Glimmer of Hope in the Ad Blocking Battle | November 2016 | eMarketer.
• By 2017, mobile will account for about three-quarters of all programmatic ad spending, while desktop will account for just one-quarter. Read more on cross-device targeting and programmatic advertising.
Source: Mobile Fueling Higher-than-Expected Growth of Programmatic Ads | September 2016 | eMarketer
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