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Mastering Black Friday: Boosting sales via calendar

The biggest shopping day of them all, Black Friday, is as big as ever. It’s also more competitive, and more creative, with brands looking for any edge to better communicate offers and boost sales.

This season we’ve seen more publishers than ever look to their connected calendar audience in ECAL, to reward and tempt their passionate fanbase with a variety of deals and offers, delivered straight to calendar.

The creative opportunity in ECAL for retail offers is high, with the ability to insert limited-time offers, flash sales, and exclusive discounts directly to what is regarded as a high value audience, at exactly the right time, all via the intimacy of their personal digital calendar.

We’ve had a great time working with clients to see and explore the potential, and execute on some fun and successful campaigns. Consumer engagement via click throughs to the offers have been strong overall, with CTR exceeding 5% in some cases.

Here are just some of our favourite Black Friday calendar campaigns so far!

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