The deals and steals of 2011 may be over, but perhaps you are already planning for 2012. In that case, you should know, while Cyber Monday may get all the attention, it’s really Christmas Day that has the highest engagement rates:
In fact, interactive video ads that ran on Christmas Day 2011 resulted in engagement rates six times higher than Cyber Monday, according to Web video start-up Jivox.
This coincided with serious growth in online Christmas Day sales, which IBM found jumped 16.4% year-over-year.
What explains this behavior? “We saw online consumers delaying shopping to the very last minute and retailers becoming more aggressive, with typical post-Christmas sales promotions running online on Christmas Eve,” according to Diaz Nesamoney, CEO of Jivox.
Along with retailers, the findings have implications for brand marketers, too. “For those of us in digital marketing, this has resulted in higher online ad spend as brands increasingly look to engage consumers online,” Nesamoney explained. “Also, this has implications for brand marketers that will need to plan accordingly to the evolving holiday season commerce cycle.”