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New Data Shows Last-Minute Flurry of Online Shopping

December 15th and 16th found to be the two most active online shopping days of the season Advertising.comsm announces "Operation Sleigh Bells" online advertising program for retailers

Baltimore, MD - November 30, 2005 - New data from Advertising.com shows that an increasing number of consumers are turning to the Web for their last-minute holiday shopping and that online advertising during the latter weeks of December can be a very good investment for retailers.
Data from campaigns delivered across Advertising.com's extensive network revealed that for the four weeks preceding Christmas in 2004, advertising-driven sales (those initiated by a web ad or search listing) were actually highest during the third week of December, peaking on December 15th and 16th. In addition, a remarkable 21.4% of all advertising-driven online sales during that period occurred in the fourth week of December.

This trend is surprising given that even dedicated online shoppers were once reluctant to risk late-arriving gifts or conflicts between travel plans and deliveries. But no longer. With an increasing number of retailers offering last-minute shipping guarantees, consumers are confidently turning to the Web to do their last-minute holiday shopping. The message for retailers? Don't wrap up your promotional efforts too soon.

As a result of the study, Advertising.com has created Operation Sleigh Bells, an online advertising program designed to help retailers capitalize on last-minute holiday shopping by guiding consumers back to their sites to buy. With the scarcity of ad space and high costs of single-site sponsorships during the busy Q4 season, Advertising.com's network of over 3,000 sites provides maximum exposure on a no-risk, percent-of-sale basis.

Operation Sleigh Bells will leverage Advertising.com's LeadBacksm behavioral targeting technology to anonymously target an advertiser's website visitors as they visit other sites within the Advertising.com network. This type of targeting zeros in on consumers based on their position within the buying cycle (e.g., researched specific products, abandoned a shopping cart or purchased a related product). It will enable advertisers to remarket to consumers that have a demonstrated interest in their products, leading them to special savings such as last-minute shipping offers.

About Advertising.com
Advertising.com conducts strategic direct-response and brand marketing campaigns that guarantee bottom-line results for our clients. From web ads to search listings, we offer diverse tactical tools, innovative thinking and the most expansive reach in the industry.

Source: Advertising.com

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