Black Friday leaving you feeling blue?

Radio

Radio is more than just an advertising platform. Radio is a friend.

According to industry measurement body, RAJAR, on average 88% of the UK population tune in to radio each week. This makes radio advertising a powerful tool for reaching large numbers of people.

During Black Friday and Cyber Monday, radio ads can deliver time-sensitive promotions and build brand awareness while people commute, go about their daily errands, or prepare for the busy shopping weekend.

Radio has real-time engagement. Ads can be updated swiftly, which allows you to promote last-minute deals or extend Cyber Monday offers into the week and with short, memorable ad spots played frequently ensure your message sticks, especially with repetitive call-to-action prompts.

Radio can give your brand a tone of voice and personality. A well-scripted and produced audio ad can create a really strong impression, complementing other visual campaigns and reinforcing your brand’s messaging.

Programmatic Out-of-Home (prDOOH)

With programmatic out-of-home advertising, brands can talk to shoppers at physical locations through data-driven placements.

This form of advertising goes beyond traditional static billboards by allowing you to display time-sensitive messages on screens across different venues, including shopping centres, gyms, transport hubs, office blocks, roadsides and the list goes on.

PrDOOH is ideal for short sharp sales messages around Black Friday and Cyber Monday because you can adjust your messages in real-time based on factors like weather, time of day, and location. For example, if you're a jeweller, you might place your ads outside competitor jewellers or in shopping centres to reach people whilst they're in the mood to shop!

PrDOOH also allows for contextual targeting – such as displaying early morning offers at commuter hubs or featuring discounts near shopping centres.

Digital screens in high-footfall areas can create a strong brand presence, reinforcing your Black Friday deals to shoppers who might have seen your message online or on social media. We know from many of our client's campaigns that offline drives online search and consideration.

Print

In a world that often feels digitally heavy, print like newspapers and magazines can help brands cut through the digital noise with a physical and tangible media format.

People engaging with print media are often more focussed, which can help your offers stand out without the digital noise.

A print ad in a weekend newspaper or magazine can stick around in households, offering multiple touchpoints as people plan their Black Friday shopping with local newspapers and magazines allowing brands to tailor messaging to specific audiences, driving footfall to physical stores.

Direct mail

Direct mail is the only media format that can get directly into people's homes. It can be particularly effective for Black Friday because it delivers your offers straight into the hands of potential customers.

Direct mail is also great at reaching specific segments, such as lapsed customers, loyal customers, those who’ve previously shown interest in your products or those people that live in proximity to a physical store.

Advertisers can send targeted messages based on past purchasing behaviour, offering exclusive discounts to drive repeat sales or VIP customer offers and the tangible aspect of direct mail (and the same can be said of print) helps your message cut through the digital clutter, giving recipients a lasting reminder of your brand.

Direct mail is also a flexible format. Brands can send postcards, catalogues, and exclusive coupons to highlight products, create urgency, and include QR codes that drive consumers to online stores or in-store locations.

By taking a multi-channel approach to Black Friday and Cyber Monday, you can improve brand recall, reach a wider audience, and offer your customers several ways to interact with your offers.

We're not saying that marketers shouldn't use digital channels like Search and Social - for most brands, they absolutely should be using those channels, but it's important to remember that having a diverse media plan will mean that wherever your customers are or whatever they're listening to, you can create a media plan that is cohesive, impactful and most of all, delivers those important results by standing out from the digital crowd.