With Black Friday imminent, how can publishers assist their brand advertising partners with more insightful business intelligence, and vice versa? Our Press Release of the Week, from Seedtag, outlines what you need to know for Friday, 24th November…
As Black Friday approaches, Seedtag, the leading global contextual advertising company, has revealed audience areas of interest in Black Friday articles, and trends that can help retail brands and publishers determine the best content, in different sectors, to capitalise on this year.
Using its proprietary Contextual AI technology, Liz, Seedtag tracked the number of articles in its WorldWide Publisher Network that are related to Black Friday. Seedtag’s contextual AI, Liz, processes up to 80 million articles a day across its network of 8000 publishers; the Black Friday Report includes articles that were accessed at least 100 times by Liz, identified as being about Black Friday in the Beauty, Fashion and Tech sectors.
This data indicates which topics, across the Seedtag network, are attracting a higher number of readers, helping publishers plan their Black Friday content strategies around reliable, quantitative measures of reader interest, and revealing the content that brands and agencies could be most likely to run campaigns against during the shopping event.
For publishers looking to run Black Friday content, there can be strong competition for audience attention and advertising campaign budget. Using our contextual AI, Liz, we’ve identified specific patterns based on content and context, to reveal areas of interest that can serve as targetable audiences for advertising campaigns during the event.
The data also highlights how different pieces of content or keywords are connected, indicating how audiences seek the Black Friday articles that they’re most interested in reading.
Paul Thompson, UK Country Manager, Seedtag
Findings from the Black Friday Contextual Insights report include:
Beauty articles
Of all Black Friday Beauty-related articles:
- 41% are about Makeup. Makeup is the most widely visited topic, and 73% of makeup content is related to Healthy Living, indicating a cross-over between Beauty and Personal Care
- 37% are about Fragrances
- 16% are about Advent calendars
- 11% are about Hair care
- 10% are about Skincare
- 43% of the Beauty articles mention at least one well-known brand. That means 57% of the visits are without strong competition from big-name brands, leaving plenty of space for media strategies to be developed by other brands
- Sephora reached the widest audience, using its position as a retailer during Black Friday to appear in media content as a good place to get deals
- NYX and Nivea managed to engage a very dedicated audience, appearing in the articles because of their Advent Calendars; using Black Friday to launch Christmas collections seems to attract the most attention
- Among all analysed industries, Beauty has the strongest links to Gifting and Christmas, making a combined campaign strategy ideal
- Sustainability is not a relevant topic for audiences in Beauty articles, only 0.9% of articles mention this. Natural and Organic is more popular, with 14% of articles including it
Fashion articles
Of all Black Friday Fashion-related articles:
- Celebrities are key, with 30% of the articles focussing on them and tracking their trends, driving 42% of the total Fashion visits. However, the content is not focused on a specific celebrity
- 38% are a mix of celebrities and discounts. Yet, content about celebrities drives the most visits, leaving content related to brands with a reduced impact
- 22% are about general fashion product Discounts
- 17% are about Seasonal fashions
- 14% are about Dresses
- 10% are focused on Footwear. Footwear is especially powerful during Black Friday and in total, 36% of the Black Friday Fashion articles mention it, while in general Fashion content (not Black Friday articles), this is just 13%
- Also, at Black Friday, handbags are uplifted from 10% to 24% in articles
- 9% are about big brand chains
- Comfort is the main feature of Fashion during Black Friday, appearing in 29% of articles. This makes it twice as relevant during this period compared to general (not Black Friday) Fashion content, where it only features in 14% of articles
- Sustainability does not seem to be generating a lot of noise, appearing in only 3% of articles. Although Timeless & Vintage fashion is starting to be more read, featuring in 14% of Black Friday articles
Tech articles
Of all Black Friday Tech-related articles:
- 73% of the visits go to articles that reference one of the top ten most mentioned brands
- Samsung and Apple are the two giants here, with more than 30% of the visits being driven by each
- Smaller brands have the opportunity to develop successful campaign strategies (in this case, Oppo and Motorola), generating articles with excellent average visits
- 19% are about Smart Home products
- 19% are about laptops & tablets
- 17% are about appliances
- 13% are about smartphones
- 6% are about audio
Seedtag’s Black Friday Contextual Insights report can be downloaded here
