Planning for Christmas 2020 has changed and will continue to do so over the coming months, so to try and help our clients change messaging as and when they need to, the team have flexible packages which are reactive to market and government announcements. Each package will have a guaranteed amount of impressions and relevant audience targeting.
Advertisers often experience a fundamental problem; readers only begin to display behaviours of being a Christmas planner once they have already made purchasing decisions, so by the time advertisers try to reach them, readers are past the point of influence.
However, utilising Immediate’s extensive data offering and ability to look back on an infinite period, we aggregated data from previous Christmas planners to monitor their behaviours and build a profile. 2 years after onboarding Permutive as our Data Management Platform, we are more accurate than ever and have the ability to pinpoint Christmas planners and influence them before they even begin to plan.
On average we see 2.9 million sessions and 6.9 million pageviews from these users every week, which increase on average 25% week on week leading up to Christmas Day. The week before Christmas sees a massive 48% pageview uplift!
Using our 150 unique 1st party data points on every page across the Immediate digital portfolio, to create ‘The Christmas planner’ audience segment with over 5.2 million unique users, we know they have a number of interests from crafting, gifting, entertainment and food. Our users will look to Immediate for the very best content for inspiration and advice on how to make Christmas 2020 bigger than ever, be it cooking advice from bbcgoodfood.com, presents for kids from madeformums.com or what time their favourite Christmas special is on TV from radiotimes.com.
For more information on advertising opportunities across our brands digital platforms, please contact James Walmsley.
Immediate’s brands hit their highest audience figures over the Christmas period as the UK looks for advice and guidance on what to eat and drink, what to watch and what to buy.
Targetable digital audiences:
Unilever came to Immediate with the aim of building brand association between Colman’s and Christmas dishes. BBC Good Food was the perfect partner for this, not only to get in front of millions of foodies and Christmas planners, but for contextual relevancy and award-winning editorial collaboration.
We ran 9 creatives, including mint sauce, mustard, apple sauce and bread sauce, and matched each product to a different recipe. The ads ran throughout November and December and perfectly showed our audience why Colman’s is the must-have Christmas table condiment!
The campaign delivered over 2.5 million impressions, with mint sauce performing the best! Our IM audiences team took a closer look at who the creatives engaged with and found 74% were easy-skill recipe fans, 41% weekly meal planners, 57% British food fans and 31% regular host’s.
Over the next six weeks we’re giving you the chance to win some brilliant early Christmas presents.
This week we have a £200 Amazon voucher up for grabs.
Plus, all entries into our six weekly competitions are automatically entered into an extra special prize draw to win a £1,000 Secret Escapes voucher.
How to enter
Answer the question below and submit your email address. Someone with the correct answer will be picked at random. The competition closes at 23:59 on 11th October 2020.
This competition closes at 23:59 on 11th October 2020. Entries received after this date will not be counted. See full terms & conditions