Always held on the last Friday of November, Black Friday arrived in Brazil 14 years ago. And if in the beginning the initiative was 100% online, for a long time now brands and retailers have been integrating both the experience of physical and digital sales channels, as well as advertising strategies across all media, to maximize the season’s results.
This behavior, however, generates consequences. Today, the fragmentation of the journey is the main challenge for brands. Understanding attribution to prove ROI (return on investment), in turn, is the most sought-after benefit in data.
Kantar IBOPE Media debates this market dilemma in the October edition of Data Stories, thematic content released monthly. Named “The Battle for last click: The fight for the consumer in the most important time of retail”, the material addresses the challenges and media strategies of advertisers and how customers make up their purchasing journey on the eve of the next Black Friday.
Consumer behavior
If in the past it was difficult to educate consumers to trust online purchasing, today the challenge is to convince them to purchase a product on a certain platform – and not on a competitor’s. To achieve this, large retailers (including those who act as retail media) have already invested more than R$2.3 billion this year.
The fierce competition also means investing in different points of contact. On average, large retailers used five of the seven advertising media to promote their brands. In this context, search marketing (in which they allocated 64% of the general budget between January and August this year) and TikTok (in which they invested more than R$85 million in the period) emerged.
It is also worth highlighting that, among consumers on three of the main marketplaces in Brazil, there are specific behaviors and attitudes linked not only to products and services purchased online, but also to relationships with purchases and advertising.
Customers at Marketplace A, for example, like to buy online because of the variety of choices (92%) and because they can get better prices or discounts compared to regular stores (91%). Marketplace B consumers, in turn, pay more attention to advertising from sites they trust (69%) and prefer to see online ads related to the content of the pages they visit (63%). Finally, Marketplace C users find online video ads more relevant than other types of digital ads (53%) and watch entire online video ads (49%).
Keeping an eye on the data
Data fragmentation and, consequently, the need to combine multiple sources to understand the consumer journey is by far the main challenge for advertisers. The obstacle is indicated first by 57% of respondents. Next come information agility (14%) and trend comparability (13%).
Another problem is in omnichannel. With different metrics and methodologies across each media partner, brands need to integrate data themselves or with third parties. Today, however, less than 10% of advertisers have adopted centralized measurements for greater agility and accuracy.
On the other hand, one in three advertisers see the benefit sought in data and ROI in measuring attribution and ROI. insights. This means that it is essential to prove your results through independent metrics that are comparable to competitors, going beyond the exclusive use of proprietary data.
