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A Cheap Date on Facebook—Valentine’s Day Advertising

Written by: Juliana Casale, Director of Marketing

Last Sunday, the New England Patriots defeated the Seattle Seahawks in Super Bowl XLIX. The Vince Lombardi trophy was not the only thing on the line; legacy brands and competitive new companies paid $4.5 million to NBC for the privilege of reaching a captive, live television audience. These commercials attempted to sell us on luxury cars, macro beer, snacks, glue and insurance.

What does this have to do with the most romantic day of the year?

Valentine’s Day 2015 – National Retail Foundation (NRF) Predicted Spend

Candy

Flowers

Jewelry

Every February, retailers bombard us with TV ads for flowers, jewelry, lingerie, chocolates, online dating solutions, and yes — even condoms. While the idea of reaching a massive audience is a good one, television advertising is risky business, because:

  • Viewing numbers are unpredictable
  • Many people now have the option to skip over ads entirely thanks to On Demand and Hulu Plus
  • There’s no guarantee that you’ll be reaching your target audience, and
  • Aside from providing a TV-only code or offer, there’s no way to track whether your ad was effective in driving sales.

The NRF projects that consumer spending for Valentine’s Day will hit $18.9 billion in 2015. For marketers who can’t afford to take the gamble on TV ads but still want to benefit from this increased shopping interest, digital marketing via social media is a much more viable option that can deliver quantifiable results.

Social networks like Facebook® offer marketers a wide audience, granular targeting, and in-depth reporting on ad spend. With a focus on driving direct response, getting real results from an advertising campaign has never been easier — and with the the average person slated to spend $142.31 on candy, flowers, apparel and more, there’s no time like the present (pun intended) to get started.

Valentines-Day-2014-756

Wondering if you should anticipate any drastic Cost Per Click (CPC) shifts during high-volume bidding periods like Valentine’s Day? Our analytics team took a look at CPC from Valentine’s Day 2014 on desktop and mobile, breaking out costs in the US vs. all other countries. As you can see from the chart above, CPC didn’t vary by more than 10% from one day to the next. Of note, however: the most expensive day was February 10th.

For advertisers with an eye on the bottom line, Nanigans offers the option to optimize toward a specific Cost Per Action (CPA) or yield goal. This ensures that on high-traffic online retail holidays like Valentine’s Day, expenses won’t skyrocket due to increased competition for bids. With our predictive lifetime optimization, you can be sure to drive return on investment.

And for those who still have their hearts (and 2015 budgets) set on television, second screen behavior on smart devices offers somewhat of a backup plan. Continuing TV messaging on digital channels is a savvy way to keep the engagement going long after a one-minute spot has run its course.

Facebook® is a registered trademark of Facebook, Inc.

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