Much has been said about the sales made in this 2020, and the bet of advertisers to fill a gap in the attention of consumers. However, an important part of thelast Mille” of contact with the clients is occupied by the marketplaces or online platforms specialized in the sale of products from other brands and manufacturers.
In order to know how their online campaigns have been during the month of November in Spain, Acuity Adsan international group specialized in the use of technologies Decision Sciencehas analyzed through its tool True ReachTM the TOP 10 most watched video spots in like Facebook, Instagram or platforms like Youtube. The True ReachTM tool also analyzes leading brands’ share of total reach, watch time and engagement metrics relative to competing brands. The tool measures both campaigns with advertising investment and organic content.
This TOP10 has a clear winner: Amazonthat with his spot “Early Black Friday Deals” has exceeded 4.5 million views, which represents 52% of those registered in this list of advertisers. In total, more than 8.7 million views were recorded in the period analyzed, from November 1 to 26.
https://youtu.be/NECwQ17YpYw
The TOP 3 of this classification is completed with The English Court (2) and its spot “Total financing 0%”, with more than 745,000 views and an 8.5% share, followed by decathlon (3) and its spot “black friday”, which reached 664,000 impressions (a 7.6% share).
Technology, Culture, Food and Cosmetics dominate the segments with the highest activity in the list of marketplaces analyzed by AcuityAds, with the presence of very relevant players in some of them. Thus, in Culture appear FNAC (4) and House of the book (10), although with a difference of almost three times the views in favor of the first.
In the Technology section we find PComponents (8), with more than 331,000 views of his spot “Brand Days“, while Realme (9), the Chinese manufacturer of electronic products, sneaks into this TOP 10 as the only direct producer, in addition to Lancome (6), representative of the Cosmetics sector.
The list is completed by the spots of (7), which exceeds 330,000 views, and the amazon (5), which he repeats with a new spot focused on his “black friday live”.
In addition to the number of views, this TOP10 has analyzed how the flow of advertising and organic pressure has occurred throughout this period, until reaching the final day of Black Friday (November 27). It highlights that four of them began to increase the views of online spots as of November 18, just 10 days before the end of the campaign, including El Corte Inglés and Decathlon, which jointly served more than 1.4 million hits. In total, more than 4.3 million views were served on those days. On the contrary, Amazon had already impacted with almost 3.5 million views with its two main online spots.
For Julio MansoVP of Sales & Marketing at AcuityAds for Spain, “This study shows how, just as ecommerce sales are increasingly concentrated in marketplaces that act as an international showcase for millions of consumers, their spots occupy the top positions in online advertising investment and audience attention.
The biggest challenge for advertisers in their online advertising strategies will be to define DTC (Direct to Consumer) campaigns and actions that allow them to break this trend, to maintain a direct relationship with customers who are beginning to establish digital habits that distance them from them, aware of the value for their brands of generating loyal audiences who actually search for their products.”
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