{"id":20710,"date":"2020-08-19T10:07:55","date_gmt":"2020-08-19T14:07:55","guid":{"rendered":"https:\/\/www.performcb.com\/?p=20710"},"modified":"2026-04-29T14:11:47","modified_gmt":"2026-04-29T18:11:47","slug":"how-to-succeed-during-q4-seasonality-in-2020","status":"publish","type":"post","link":"https:\/\/www.performcb.com\/content-hub\/how-to-succeed-during-q4-seasonality-in-2020\/","title":{"rendered":"How to Succeed in Digital Advertising During Q4 Seasonality in 2020"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a6321eaa369a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #58595b;color:#58595b\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #58595b;color:#58595b\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a6321eaa369a\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.performcb.com\/content-hub\/how-to-succeed-during-q4-seasonality-in-2020\/#Digital_Ad_Space_Will_be_Increasingly_Lucrative_but_also_More_Competitive_Than_Ever_Before\" >Digital Ad Space Will be Increasingly Lucrative, but also More Competitive Than Ever Before<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.performcb.com\/content-hub\/how-to-succeed-during-q4-seasonality-in-2020\/#Advanced_Media_Planning_is_Even_More_Crucial_Than_in_Years_Past\" >Advanced Media Planning is Even More Crucial Than in Years Past<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.performcb.com\/content-hub\/how-to-succeed-during-q4-seasonality-in-2020\/#Brands_Must_Prepare_for_an_Influx_in_Merchandising_Order_Fulfillment_and_Timely_Shipping\" >Brands Must Prepare for an Influx in Merchandising, Order Fulfillment, and Timely Shipping<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.performcb.com\/content-hub\/how-to-succeed-during-q4-seasonality-in-2020\/#You_May_Also_Like\" >You May Also Like<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>With the holidays and Q4 quickly approaching, retailers and brands are starting to wonder how this year\u2019s holiday season will look given the uncertainty of today\u2019s world. How will media planning and digital ad space be affected by the lack of in-person shopping? What will marketers need to do differently in order to prepare properly for the inevitable changes that the 2020 holidays will yield? Perform<sup>[cb]<\/sup> Agency has gathered the answers to these questions and more in order to best prepare marketers for success during this year\u2019s Q4 seasonality.<br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-digital-ad-space-will-be-increasingly-lucrative-but-also-more-competitive-than-ever-before\"><span class=\"ez-toc-section\" id=\"Digital_Ad_Space_Will_be_Increasingly_Lucrative_but_also_More_Competitive_Than_Ever_Before\"><\/span><strong>Digital Ad Space Will be Increasingly Lucrative, but also More Competitive Than Ever Before<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Due to COVID-19, there is a high likelihood that many retailers will not be able to reopen. Many brick-and-mortar storefronts will most likely stay closed for the remainder of the year. Coronavirus has been the driving force behind the development of the stay-at-home economy.  This means there has been and will continue to be, a spike in online shopping as consumers choose to avoid crowds in physical stores. There has even been a spike in online shopping for older generations.  With a <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.roirevolution.com\/blog\/2020\/08\/coronavirus-and-ecommerce\/\" target=\"_blank\">12.2% increase<\/a> in new online shoppers ages 65 and over. Since most, if not all, holiday shopping will take place online this year, digital ad space will be the most important real estate for brands to reach consumers.<br><\/p>\n\n\n\n<p>What does this mean for marketers? Simply put, marketers that proactively plan their media buys will receive the best placements at the most reasonable rates. Digital advertising will become increasingly more expensive with the approach of peak season. Marketers will compete with each other to gain premium consumer visibility. Marketers may consider conducting a competitive analysis to understand what their competitors have done in the past.  This will help to project what those competitors may plan for this year. <\/p>\n\n\n\n<p>Additionally, marketers also may consider these few simple questions when strategizing for Q4. What is your primary goal or ideal outcome for Q4 marketing? Do your <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.performcb.com\/content-hub\/5-important-affiliate-marketing-kpis-to-consider\/\" target=\"_blank\">KPIs, such as ROAS, CAC, and CPA<\/a>, or goals change during Q4? Are there any additional goals that your brand is placing on Q4 sales or revenue? Answering questions such as these allows marketers to understand where they should be spending their marketing dollars.  As well as what those efforts should amount to come January 1.&nbsp;<br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Not sure where to start? <a href=\"https:\/\/links.performcb.com\/l\/723853\/2020-06-16\/rbjfq\">Request an audit of your current program<\/a>.&nbsp;<br><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-advanced-media-planning-is-even-more-crucial-than-in-years-past\"><span class=\"ez-toc-section\" id=\"Advanced_Media_Planning_is_Even_More_Crucial_Than_in_Years_Past\"><\/span><strong>Advanced Media Planning is Even More Crucial Than in Years Past<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Given the increased need for digital ad placements and promotions, brands will need to plan further in advance.  This should be done in order to secure quality placements at reasonable prices.  Proactive media buying <a label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.performcb.com\/case-studies\/study\/planned-media-buys-case-study\/\" target=\"_blank\">has always been an important key<\/a> to a successful Q4. The increase in online shopping throughout the pandemic has amplified this practice tenfold. Online retail sales saw a year-over-year <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.digitalcommerce360.com\/article\/coronavirus-impact-online-retail\/\" target=\"_blank\">increase of 76.2%<\/a> from June 2019 to 2020.  June has not traditionally been a high-seasonality month for marketers.  Should this trend continue, Q4 2020 has the potential for record-high online sales and conversions. <\/p>\n\n\n\n<p>It\u2019s important to anticipate how shopping holidays such as Black Friday, Cyber Monday, and Boxing Day will change this year. It\u2019s possible that due to the challenges that face retailers during a pandemic, holiday shopping may begin even earlier than years past. This will be accomplished with some extra planning on <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.washingtonpost.com\/business\/2020\/08\/17\/holiday-shopping-2020-black-friday\/\" target=\"_blank\">Halloween as the new kick-off<\/a>.&nbsp; Marketers and affiliate partners alike are predicting an extension and or combination of Black Friday and Cyber Monday.  Many consumers will have limited ability, or no opportunity at all, to shop in stores this November. &nbsp; What does all this mean? It means that ad space will be highly competitive and that the sooner marketers begin to plan. The more efficient their ad dollars will be.<br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-brands-must-prepare-for-an-influx-in-merchandising-order-fulfillment-and-timely-shipping\"><span class=\"ez-toc-section\" id=\"Brands_Must_Prepare_for_an_Influx_in_Merchandising_Order_Fulfillment_and_Timely_Shipping\"><\/span><strong>Brands Must Prepare for an Influx in Merchandising, Order Fulfillment, and Timely Shipping<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Given the drastically increased online shopping that is forecasted for this holiday season, marketers must start preparations now.  This will help to avoid any delays in order fulfillment and shipping. Industry giant, Amazon, has been a great example of this having delayed Prime Day 2020 three times to ensure their merchants and shipping partners are fully prepared for a tidal wave of consumers. As marketers have learned in recent years, <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.performcb.com\/content-hub\/free-shopping-no-longer-optional-for-the-holidays\/\" target=\"_blank\">free shipping is no longer optional<\/a>. According to a 2018 study, 79% of consumers said free shipping would make them more likely to shop online. As consumers have little choice but to shop online this year, free shipping will be one of the few factors to influence a shopper\u2019s decision to purchase from your brand or the competition this Q4 seasonality.<br><\/p>\n\n\n\n<p>In addition to ensuring physical products and shipping deadlines are aligned, marketers will need to double and triple-check that their websites are able to handle an incredibly high influx in site traffic. Shopping holidays such as Cyber Monday and Prime Day are notorious for crashing websites, regardless of how prepared a marketer believes they are; there isn\u2019t a worse or easier way to lose consumers to competitors than a site crash on the morning of Black Friday.<br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Though nothing is guaranteed in 2020, it\u2019s extremely likely that digital ad space will be more lucrative than ever before during the months leading up to holidays such as Black Friday, Cyber Monday, Hanukkah, and Christmas. Advanced media planning is even more crucial this year knowing that digital promotions will likely be extremely competitive within the e-commerce vertical. These factors will also play into marketers\u2019 need to prepare for an influx in merchandising, order fulfillment and timely (and more times than not, free) shipping for Q4 seasonality.<br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Looking for guidance on how to drive the most success for your brand during Q4? <a href=\"https:\/\/www.performcb.com\/contact\/?utm_source=performcb%20blog&amp;utm_medium=referral&amp;utm_campaign=agency-q4-planning-blog\">Reach out to Perform[cb] Agency<\/a> now to see how we can scale your business during the busiest time of the year!<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-you-may-also-like\"><span class=\"ez-toc-section\" id=\"You_May_Also_Like\"><\/span>You May Also Like<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-yoast-seo-related-links\"><li><a href=\"https:\/\/www.performcb.com\/content-hub\/preparing-your-affiliate-marketing-2020-holiday-season\/\">Preparing Your Affiliate Marketing for The Holiday Season in the Wake of COVID-19<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/preparing-for-q4-seasonality\/\">Preparing for Q4 Seasonality<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/ignite-opms-3-keys-to-mastering-q4-holiday-gift-guides\/\">Ignite OPM&#8217;s 3 Keys to Mastering Q4 Holiday Gift Guides<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/free-shipping-no-longer-optional-for-the-holidays\/\">Free Shipping: No Longer Optional for the Holidays<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/the-advertisers-guide-to-valentines-day-planning\/\">The Advertiser&#8217;s Guide to Valentine&#8217;s Day Planning<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"With the holidays and Q4 quickly approaching, retailers and brands are starting to wonder how this year\u2019s holiday season will look given the uncertainty of today\u2019s world. How will media planning and digital ad space be affected by the lack of in-person shopping? What will marketers need to do differently in order to prepare properly for the inevitable changes that the 2020 holidays will yield?","protected":false},"author":55,"featured_media":20718,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[553,7499,1402,7453,13,7344],"tags":[7611,1458,7612,1462],"class_list":["post-20710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affiliate-marketing","category-articles","category-blog","category-all","category-featured","category-performance-marketing","tag-digital-advertising","tag-holiday-planning","tag-q4-marketing","tag-q4-planning"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Succeed in Digital Advertising During Q4 Seasonality<\/title>\n<meta name=\"description\" content=\"The digital ad space during the holidays will be increasingly lucrative, but also more competitive than ever before. Learn how to succeed during this year\u2019s Q4.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.performcb.com\/content-hub\/how-to-succeed-during-q4-seasonality-in-2020\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Succeed in Digital Advertising During Q4 Seasonality\" \/>\n<meta property=\"og:description\" content=\"The digital ad space during the holidays will be increasingly lucrative, but also more competitive than ever before. 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