Facebook: Running ads longer during the year-end shopping season is more beneficial to brands

Brands need to redouble their efforts to win over Asia Pacific’s super shoppers. A new survey released by Mediacom and Facebook found that marketers need to double their current advertising time to boost sales and invest more effort in development.

According to Forrester, e-retail in Southeast Asia is accelerating brand investment, with a compound annual growth rate of 10% by 2020. According to Facebook research, high-value industries like consumer electronics have a return on advertising spend (ROAS) of 11.6 times, while competitive categories like beauty products have a return on advertising spend (ROAS) of 3.3 times.

In Vietnam, where Black Friday is the main shopping event, online retail sales grew 149% last year; Singles Day online shopping grew only 64%. In Malaysia, where Singles Day is the popular sales period, online retail sales jumped 195% in 2018, but only 92% in Singapore.

The impact of COVID-19 means we need to deepen our understanding of its impact on consumers, channels and content choices, with physical retail sales already down 30%.

A 2019 Facebook analysis found clear benefits to running ads three or even four weeks after a promotional day, when these types of campaigns need more time than the typical two-week promotional window to have the greatest impact.

Additionally, consumers view the year-end sales period as a time to explore and experiment with new products, categories and brands. In fact, Southeast Asian consumers are more likely to explore new things during year-end sales than at any other time of the year.

Some of the implications for marketers include:

• Consumers are more willing to try/buy new products during year-end sales, and more consumers will be willing to buy online this year.
• Price is always king, but there are more ways to add value.
• Shopping has gone social for the sake of discovery and exploration.

199IT.com Originally compiled from: Facebook. Please do not reprint without authorization