Black Friday advertisers can maximize ROAS with week-long push

Alex Brownsell

Comparing campaign strategies in the build-up to Black Friday and Cyber Monday.

Brands promoting their products around Black Friday and Cyber Monday can maximize return on ad spend (ROAS) by investing throughout the preceding ‘Cyber Week’.

Analysis of 2022 data by measurement platform Fospha found that companies generally pursue one of three Black Friday strategies:

November Ramp – Increasing spend throughout November, ramping gradually to a peak over the holiday weekend.

In-Week Push – Increasing spend during the week of Black Friday.

Weekend Blitz – Restricting spend increase to just the Black Friday weekend.

The majority of brands (50%) analyzed by Fospha opted to gradually increase spend across the whole...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands