In another original Uncover study, conducted by our Insights team with clients from different business segments, we investigated:

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• How does the market behave in the post-Black Friday period
• The brands' strategy to boost sales
• tactics to win customers during the holiday season

You can see the main findings from this study below.

Less diversification, more conversion

After Black Friday, brands change their priorities, moving from awareness marketing in November to conversion marketing in December.
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In November, the investment of brands is also more diversified, while in December there is a greater focus on immediate results, with ~ 60% of the investment.

Even in December, total investment decreased, thanks to greater efficiency in the cost per media. In the last week of the year, there was a recovery in share for awareness, expanding the engagement strategy.
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This new prioritization, focusing on conversion, boosts the efficiency of ROAS compared to November. But care must be taken to prioritize conversion only, as the effectiveness of this strategy tends to fall in the medium to long term.
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Manter the focus on a full funnel approach It still generates an incrementality higher than 10pp compared to other strategies.
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The 5 main media to boost your results at the end of the year

Analyzing the behavior of the media pool, we observed that channels behave differently, favoring certain results depending on their objective.
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For those who want to generate incrementality, for example, Google Ads, Meta Ads, and TV stand out as the main investments. On the other hand, investment in Influencers, Apps, YouTube and TikTok favors the ROAS.
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Do you want to know how to boost your media during this and other key periods of the year?

Get in touch with sales@uncover.co Or access Uncover.co and contact us!
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• Also read: How do advertisers invest in Black Friday?

Are you interested in learning more about Marketing Mix Modeling and media optimization?

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