Black Friday advertisers can maximize ROAS with week-long push

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...

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