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align-items-end light" style="background-image: url('https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo.png')"> <header class="entry-header bg-white"> <a href="https://www.indexexchange.com/it/blog/"><i class="fa fa-long-arrow-left"></i> Blog</a> <h1 class="entry-title">Black Friday e Cyber Monday: Come Raggiungere chi Acquista in Anticipo </h1> </header> </div> <div class="container-fluid wrapper"> <div class="row justify-content-between"> <div class="col-12 col-xl-8"> <main id="main" class="site-main"> <article id="post-9015613" class="pb-md-5 post-9015613 post type-post status-publish format-standard has-post-thumbnail hentry category-articoli tag-acquirenti-di-media"> <div class="post-tag text-uppercase mb-4"> <div class="post-tag--meta"> 13 Nov, 2024 <span> • By Caley Lewis</span> </div> <div class="post-tag--social-share"> <div class="shared-counts-wrap shortcode style-icon"><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.indexexchange.com/it/2024/11/13/black-friday-e-cyber-monday-come-raggiungere-chi-acquista/" title="Share on LinkedIn" target="_blank" rel="nofollow noopener noreferrer" class="shared-counts-button linkedin shared-counts-no-count" data-postid="9015613" data-social-network="LinkedIn" data-social-action="Share" data-social-target="https://www.indexexchange.com/it/2024/11/13/black-friday-e-cyber-monday-come-raggiungere-chi-acquista/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="27.4375" height="32" viewBox="0 0 878 1024"><path d="M199.429 357.143v566.286h-188.571v-566.286h188.571zM211.429 182.286q0.571 41.714-28.857 69.714t-77.429 28h-1.143q-46.857 0-75.429-28t-28.571-69.714q0-42.286 29.429-70t76.857-27.714 76 27.714 29.143 70zM877.714 598.857v324.571h-188v-302.857q0-60-23.143-94t-72.286-34q-36 0-60.286 19.714t-36.286 48.857q-6.286 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data-social-target="https://www.indexexchange.com/it/2024/11/13/black-friday-e-cyber-monday-come-raggiungere-chi-acquista/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="32" height="32" viewBox="0 0 1024 1024"><path d="M1024 405.714v453.714q0 37.714-26.857 64.571t-64.571 26.857h-841.143q-37.714 0-64.571-26.857t-26.857-64.571v-453.714q25.143 28 57.714 49.714 206.857 140.571 284 197.143 32.571 24 52.857 37.429t54 27.429 62.857 14h1.143q29.143 0 62.857-14t54-27.429 52.857-37.429q97.143-70.286 284.571-197.143 32.571-22.286 57.143-49.714zM1024 237.714q0 45.143-28 86.286t-69.714 70.286q-214.857 149.143-267.429 185.714-5.714 4-24.286 17.429t-30.857 21.714-29.714 18.571-32.857 15.429-28.571 5.143h-1.143q-13.143 0-28.571-5.143t-32.857-15.429-29.714-18.571-30.857-21.714-24.286-17.429q-52-36.571-149.714-104.286t-117.143-81.429q-35.429-24-66.857-66t-31.429-78q0-44.571 23.714-74.286t67.714-29.714h841.143q37.143 0 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Negli ultimi anni è cambiato il comportamento dei consumatori, che stanno spalmando i propri acquisti su una finestra temporale ben più anticipata e più lunga.  </p> <p>I <a href="https://www.indexexchange.com/it/solution/marketers-agenzie/">marketer al dettaglio</a> stanno riscrivendo i propri playbook per avviare le loro campagne di marketing del Black Friday e del Cyber Monday settimane prima del weekend dei saldi. Abbiamo raccolto le informazioni chiave ricavate dall’attività sulla nostra piattaforma per aiutarti a ottimizzare le tue campagne e rimanere competitivo nel corso di una stagione di shopping delle feste più lunga e dinamica.  </p> <h2 class="wp-block-heading">Cosa comporta l’aumento dello shopping anticipato per la tua strategia di marketing del Black Friday e del Cyber Monday  </h2> <p>Tradizionalmente, il Black Friday e il Cyber Monday sono stati i momenti di picco della spesa durante il weekend dei saldi. Ora, l’azione inizia molto prima. I dati della nostra piattaforma rivelano che la spesa media nella categoria retail comincia ad aumentare già a metà novembre, con un incremento consistente nei giorni che precedono il Black Friday.  </p> <p>Questo trend è in corso da qualche tempo. Tra il 2019 e il 2023, la spesa globale per i media al dettaglio è aumentata del 17% nelle due settimane che precedono il Black Friday, con una quota di spesa complessiva che è passata dal 24% al 28%. Nel frattempo, la quota di spesa del retail media durante il Black Friday e il Cyber Monday nel 2023 è scesa del 13% rispetto al 2019. </p> <figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1024" height="450" src="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-1024x450.jpg" alt="" class="wp-image-9015708" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-1024x450.jpg 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-768x338.jpg 768w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-1536x675.jpg 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-2048x900.jpg 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-621x273.jpg 621w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-540x237.jpg 540w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-695x306.jpg 695w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-350x154.jpg 350w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-397x175.jpg 397w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-1080x475.jpg 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-1600x704.jpg 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-173x76.jpg 173w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-172x76.jpg 172w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-01-1-92x40.jpg 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <h2 class="wp-block-heading">Cosa sta guidando questo cambiamento?  </h2> <p>Le abitudini dei consumatori si sono evolute, soprattutto a seguito della pandemia di COVID-19, che ha velocizzato il passaggio allo shopping online. I consumatori non restano ad aspettare un giorno per ottenere le migliori offerte: con più rivenditori che offrono promozioni per tutto il mese, fanno shopping per un periodo più lungo.  </p> <p>Tuttavia, mentre la spesa per i media e l’attività dei consumer si stanno ampliando oltre i tradizionali giorni dei saldi, in Europa, il Cyber Monday 2023 ha visto un <a href="https://www.salesforce.com/au/news/press-releases/2023/11/28/salesforce-data-reveals-record-breaking-cyber-week-298b-in-global-digital-sales-51b-in-ai-influenced-purchases/" target="_blank" rel="noreferrer noopener">10% di vendite</a> in più su base annua.  </p> <p>Questo panorama in evoluzione dà l’opportunità di catturare l’attenzione dei consumatori in anticipo e di mantenerla nel corso del Black Friday e del Cyber Monday, quando l’attività pubblicitaria in genere raggiunge il picco. Questa strategia di coinvolgimento più ampia può aiutarti a massimizzare la visibilità e a incrementare le vendite del tuo brand per tutta la stagione, allineando le campagne pubblicitarie con l’evoluzione dei comportamenti di acquisto. </p> <h2 class="wp-block-heading">La battaglia per l’attenzione: CPM in ascesa </h2> <p>Quando pianifichi i budget e la strategia delle campagne per il periodo delle festività, tieni presente che l’aumento dell’attività pubblicitaria invita a una maggiore concorrenza e, pertanto, a più elevati costi pubblicitari.  </p> <p>I dati della nostra piattaforma mostrano che i CPM aumentano costantemente a metà novembre, raggiungendo il picco il giorno dopo il Black Friday. Nel 2023, i CPM medi durante il periodo tra il Black Friday e il Cyber Monday sono aumentati del 25% rispetto alla prima settimana di novembre. </p> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="450" src="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-1024x450.jpg" alt="" class="wp-image-9015689" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-1024x450.jpg 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-768x338.jpg 768w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-1536x675.jpg 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-2048x900.jpg 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-621x273.jpg 621w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-540x237.jpg 540w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-695x306.jpg 695w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-350x154.jpg 350w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-397x175.jpg 397w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-1080x475.jpg 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-1600x704.jpg 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-173x76.jpg 173w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-172x76.jpg 172w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-02-1-92x40.jpg 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>L’aumento dei CPM è un lampante segnale che la concorrenza per gli slot degli annunci si intensifica in anticipo e rimane forte nel corso dei saldi del weekend. Dovrai determinare come distribuire al meglio il tuo budget per mantenere una presenza nel corso di questa finestra estesa.  </p> <p>Contatta la tua DSP per parlare dell’adeguamento delle tue bid oppure regola manualmente le bid per allinearle agli aumenti previsti del CPM. In aggiunta, monitora con la massima attenzione i rapporti settimanali: se trovi difficile scalare e raggiungere i tuoi obiettivi di impression, potrebbe essere dovuto a una maggiore concorrenza che fa aumentare i CPM.  </p> <p>L’aggiustamento proattivo delle tue offerte può aiutarti a mantenere lo slancio della tua campagna e assicurarti di raggiungere il tuo <a href="https://www.indexexchange.com/it/video-series/soluzioni-addressability-per-un-mondo-post-cookie/">pubblico target </a>durante questo periodo.  </p> <h2 class="wp-block-heading">Incontra i consumatori dove si trovano: comprendere l’evoluzione dei modelli di consumo dei contenuti </h2> <p>Per massimizzare il tuo budget e il coinvolgimento del pubblico, ti consigliamo di allineare le tue campagne con i contenuti che riscuotono maggiore successo durante il periodo delle festività.  </p> <p>I dati del 2023 sulla nostra piattaforma mostrano che nei giorni precedenti il Black Friday, i contenuti relativi a TV e film  sono aumentati del 20% in quanto le famiglie sono rimaste a casa per godersi il tempo insieme. Nel frattempo, come nella maggior parte dei weekend e delle festività, il consumo di news e contenuti politici è diminuito poiché i consumatori si sono presi una pausa dai cicli delle notizie.  </p> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="450" src="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-1024x450.jpg" alt="" class="wp-image-9015716" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-1024x450.jpg 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-768x338.jpg 768w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-1536x675.jpg 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-2048x900.jpg 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-621x273.jpg 621w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-540x237.jpg 540w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-695x306.jpg 695w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-350x154.jpg 350w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-397x175.jpg 397w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-1080x475.jpg 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-1600x704.jpg 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-173x76.jpg 173w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-172x76.jpg 172w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Graphs-IT-03-1-92x40.jpg 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Per ottimizzare la scalabilità nel corso dei periodi di alta domanda, prendi in considerazione la possibilità di scegliere come target i generi di contenuti in cui l’offerta aumenta, come TV e film, piuttosto che i generi con una scala inferiore, come news e politica. Allineando i tuoi annunci pubblicitari ai generi ad alta offerta, puoi aumentare il coinvolgimento e ottimizzare le tue strategie di deal per le future festività.  </p> <h2 class="wp-block-heading">Sfrutta al massimo il tuo marketing per il Black Friday e il Cyber Monday </h2> <p>L’inizio della stagione di shopping delle feste non riguarda più solamente il Black Friday e il Cyber Monday. Si tratta di una maratona che inizia molto prima e si estende per tutto il weekend dei saldi.  </p> <p>Per conquistare gli acquirenti e massimizzare le vendite del tuo brand, pensa alle tue campagne in modo olistico. Ti consigliamo di distribuire il tuo budget e di <a href="https://www.indexexchange.com/it/2024/06/26/sbloccare-poteredella-curation-con-index-marketplaces/">ottimizzare la spesa</a> in questa finestra estesa per raggiungere chi acquista in anticipo, mantenere lo slancio e competere in modo efficace quando <a href="https://www.indexexchange.com/2023/11/15/business-insider-increases-cpms-outstream-ad-unit/" target="_blank" rel="noreferrer noopener">i CPM aumentano</a>. </p> <p><em>Scopri come i nostri Inventory Packages </em><em>Black Friday e Cyber Monday</em><em> possono aumentare la tua visibilità durante la stagione dello shopping.</em> </p> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://www.indexexchange.com/it/inventory-packages/cyber-five-inventory-packages/">Inizia subito </a></div> </div> <div class="author-bio__wrap"> <div> <div class="author-bio"> <div class="col-md-2 author-avatar"> <img class="avatar avatar-90 photo" src="https://s46182.pcdn.co/wp-content/uploads/2024/10/cropped-T0A6N8UG1-U06V1S5CT4P-bf049018f95c-512-96x96.png" alt="Caley Lewis" /> </div> <div class="col-md-10 author-description"> <h4>Caley Lewis</h4> <span class="author-position">VP, Buyer Development, Americas</span> <p class="m-0">Caley Lewis è un'esperta dirigente delle vendite con oltre 10 anni di esperienza nel settore dell’ad tech. Attualmente a capo del team Buyer Development nelle Americhe presso Index Exchange, Caley è determinante nel guidare la crescita dei ricavi e nella creazione di partnership strategiche con i clienti. La sua profonda conoscenza del settore, unita alla sua passione per la tecnologia e le startup, consente a Caley di navigare con facilità nel panorama in evoluzione dell’ad tech. Nel tempo libero, le piace creare nuovi product con un'azienda che ha co-fondato, fare il tifo per i Kansas City Chiefs e trascorrere tempo con la sua famiglia. </p> </div> </div> </div> </div> <a href="https://www.indexexchange.com/it/blog/" class="read-more back"> <span class="mr-1"><svg width="15" height="13" viewBox="0 0 15 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M8.40087 11.4375L12.1997 7.30415H0V5.74859H12.1997L8.40087 1.61526L9.57308 0.526367L15 6.52637L9.57308 12.5264L8.40087 11.4375Z" fill="currentColor"/> </svg> </span> Torna al blog </a> </div> </article> </main> </div> <aside class="widget-area col-12 col-xl-auto py-xl-5 pl-xl-0"> <div class="widget-area__content"> <section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"> <div class="wp-block-group"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained"> <h2 class="widget-title">Ricevi le 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width="768" height="338" src="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-768x338.jpg" class="attachment-medium_large size-medium_large wp-post-image" alt="Rows of block pieces sorted into containers by color." decoding="async" loading="lazy" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-768x338.jpg 768w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-1024x450.jpg 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-621x273.jpg 621w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-540x238.jpg 540w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-695x306.jpg 695w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-350x154.jpg 350w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-397x175.jpg 397w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-173x76.jpg 173w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-172x76.jpg 172w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo-92x40.jpg 92w, https://s46182.pcdn.co/wp-content/uploads/2024/11/MC-11319-Black-Friday-Blog-Cover-Photo.jpg 1080w" sizes="(max-width: 768px) 100vw, 768px" /> <div class="further-reading-content"> <h4 class="further-reading-content__title"><a href="https://www.indexexchange.com/it/2024/11/25/come-curation-trasformando-programmatic-advertising/">Cosa Si Intende con Curation e Come Sta Trasformando il Programmatic Advertising? </a></h4> <a href="https://www.indexexchange.com/it/2024/11/25/come-curation-trasformando-programmatic-advertising/" 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