Black Friday ad serving during the pandemic
                     Black Friday ad serving during the pandemic
Watson F
Writes on ad managing using ad servers for publishers, 
involved with Ad server for publishers from Adspeed.
One of the biggest shopping days of the year in the United States is referred to 
a Black Friday. Coming the day after Thanksgiving, Black Friday is traditionally 
when great deals are delivered and the buying public starts ticking off items on 
their Christmas list. With brick-and-mortar stores putting all sorts of 
restrictions in place due to the pandemic, the way in which advertisers are 
looking at Black Friday this year is different than usual. We are living in strange, 
frightening times at the moment, and we are all being forced to adjust. That is 
being felt in the advertising industry, so let us take a closer look at how things 
might be different this Black Friday and into the holiday season.
Hybrid approach to advertising
Historically speaking, advertisers do all they can to get the buying public out 
of the house and into their store on Black Friday and during the holiday 
season. That is not the case this year, though, as social distancing 
requirements have made it virtually impossible for businesses to go the 
traditional route. A big crowd is not the place to be. While they will certainly 
still be offering up some in-store specials, expect to see them offer up a 
whole lot more via online deals and discounts. Buying online and picking up 
in store will also be a popular option.
Online doorbuster deals
On Black Friday, shoppers are in the habit of lining up outside stores 
waiting for the doors to open and the sales to begin. The reason is to 
nab those amazing limited-stock doorbuster deals. That experience is 
exciting for many shoppers. Those deals will not be happening this year 
because of social distancing requirements. However, advertisers will still 
be raising the excitement stakes by offering similar limited deals online, 
or sitebusters. It is a great and fun way to build anticipation and boost 
shopping activities while also keeping shoppers safe and healthy.
Longer ad campaigns
Rather than big one-off sales and discounts concentrated in only a few 
days, you can expect to see businesses extend the sales period beyond 
Black Friday. Deals will start weeks before and weeks after Black Friday, 
which is a good situation for all involved. Shoppers have more time to 
get what they want at a good price. Advertisers and businesses get to 
keep customers coming back for more. Publishers are able to extend a 
busy, not to mention profitable, season because they have more active 
ad campaigns running on the site.
Essentials in focus
This year, many consumers are having a tough time making ends meet 
because of the pandemic, which is why the focus is more likely to be on 
essential items and good-value items. Luxury items and lavish spending 
are probably not on their mind. This does not mean that there will not 
be great deals and consumer interests on high-end big screen TV’s, but 
advertisers need to be aware of what is important to most consumers 
right now.
Importance of shipping and delivery
Given that shoppers will not be able to go to the store and take home all their 
purchases right away, expect to see businesses include expected delivery times 
in their ads and offer more free shipping deals. People want to know that they 
will get their items in a timely fashion, especially with the postal service and 
delivery companies sure to be busier than ever this holiday season. It is also 
important for advertisers and ad agencies to set strict start/end date and other 
restrictions in the ad server so that time-sensitive creatives always stay 
relevant and up-to-date. You don't want viewers to find out the ad offer has 
already expired or won't be delivered on time after they click on it.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
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