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Content Consumption Trends: Holiday Shoppers

With Amazon Prime Day 2020 postponed from its usual date in July due to the global pandemic, the sales event taking place in mid-October kicked off this year’s holiday shopping season. To see what content consumers are reading and watching most often online, we used our contextual targeting platform to analyze recent consumption trends. Spectrum Media Services’ platform is unique because we can monitor content consumption trends in real-time and can lookback on previous content consumption trends.

Using this year’s Amazon Prime Day as an example, our platform monitored over 221 million page-level opportunities available for targeting during the sales event alone. The most popular articles being consumed included pages discussing the best Prime Day deals for Amazon devices, TVs, and more. There were also many articles discussing deals in various categories such as home, fashion, and pets. Other content observed included discounts from Target and Walmart, who hosted similar sales events to compete with Amazon Prime Day.

Based on these recent Amazon Prime Day consumption trends, we expect similar content trends to occur as Black Friday and Cyber Monday approach next month. According to data from last year’s Black Friday, consumers spent over $7.4B in online sales, and over $2.9B of that came from sales made on smartphone devices alone. Black Friday sales are predicted to be even higher this year, and more consumers will be online shopping due to the global pandemic requiring people to spend more time at home. Also, our platform has already picked up on 2020 Black Friday content consumption as people are reading articles about deals to expect from various stores.

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During this year’s holiday shopping season, it will be more important than ever to connect with your target audience as they’re reading and watching content online. Connect with us to learn how your holiday advertising campaign can be executed on a managed service basis or data only buy using Spectrum’s custom holiday segments created to achieve the goals of your online advertising campaign.

Want to learn more about how Spectrum can help your brand advertise this holiday season? Check out these posts:

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