Última atualização: 23 de dezembro de 2020
A pandemia do novo coronavírus (COVID-19), juntamente com o recente aumento das restrições em todo o mundo, criou novos comportamentos de consumo e uma temporada de férias prolongada e principalmente digital. À medida que as restrições aumentam, os varejistas estão respondendo de maneiras inovadoras, em um esforço para recuperar as perdas do início do ano e tirar o máximo proveito de uma temporada de gastos de fim de ano que se espera lenta. Esta página destaca alguns dos maiores insights e previsões da Nielsen sobre publicidade e visualização nas festas de fim de ano.
PULAR PARA
O manual de férias para anunciantes
From charitable donors to post-holiday bargain shoppers, the holiday season isn’t over yet! There’s still time to reach those special shopping personalities by connecting what they want to where they are.
Navegue pela temporada de festas de fim de ano
‘TIS THE SEASON FOR CUSTOMER INTELLIGENCE
In a roller coaster of a year, there’s never been a bigger need for customer intelligence than this holiday season. That’s the key to navigating consumer trends amid the COVID-19 pandemic and the rising influence of digital shopping.
À MEDIDA QUE OS GASTOS DO CONSUMIDOR AUMENTAM NOS EUA, MAIS AMERICANOS ESTÃO PRONTOS PARA ABRIR SUAS CARTEIRAS
A consumer lifestyle survey conducted in October by Nielsen Audio found that 53% of Americans believe life is starting to normalize, they are more likely to resume typical activities and are starting to shop more as restrictions permit.
AS AD SPENDING PICKS UP, BRANDS NEED TO BALANCE AWARENESS AND ACTIVATION STRATEGIES
Em vez de pausar a publicidade ou concentrar-se apenas nas vendas de curto prazo, os profissionais de marketing precisam ampliar o funil de marketing a partir do topo para sustentar um resultado final saudável no longo prazo.
TRADIÇÕES DE FÉRIAS
Jingle o tempo todo
What’s on repeat every holiday season? That’s right, Christmas music. In fact, the “all-Christmas” radio format has been on the rise over the past few years. Stay tuned to see how a pandemic holiday affects listening habits.
PUBLICIDADE EM FERIADOS
Everybody is familiar with the deluge of advertisements that hits during the holidays. Over the past few years, retail advertising spend has hovered around $2.4 B dropping modestly in 2017 and 2018 before picking up again to $2.5 B in 2019. While online retail advertising spending is still small comparatively, it grew 25% between 2018 and 2019 during the fourth quarter. But this year is undoubtedly different, with more spend shifting online and many retailers looking to make up dips in sales in earlier months. Will 2020’s holiday ad spending break retail’s flat spend? How much will digital grow? Stay tuned for the answers in 2021.
what’s hot this holiday season
Melhores presentes para gamers
What’s on the wish list for gamers this year? The season’s most anticipated games include Marvel’s Avengers, FIFA 21, Watch Dogs: Legion and more brought to you by Nielsen Game Rank™. According to recent Black Friday and Cyber Monday data from SuperData, a Nielsen Company live-service games are also growing in popularity and global in-game content spending and digital games are expected to remain popular. In fact, from January to October 2020, U.S. digital game spending was up 32% year-over-year compared to 13% worldwide.
Obtenha a lista completa dos jogos mais esperados, leia sobre os azarões da temporada de férias e os lançamentos específicos para cada plataforma.
