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    Media Buying Briefing: A look at agencies’ holiday spending strategies this year

    This year’s holiday spending season indicates earlier sales periods and audio trends that could attract more Gen Z consumers. Additionally, artificial intelligence and measurement will play a bigger role during these competitive times.

    The holiday shopping surge is expected to surpass previous December peak periods, with 50% of spending expected this November alone, according to Proximic, Comscore’s programmatic targeting division. Shopping will get a boost thanks to trends like more mobile shopping, social media commerce and Amazon deal days.

    This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.

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