New insights from the marketing software and analytics platform, Turn, reveal advertisers’ data-driven strategies in the run up to the Christmas period.

Gathering data based on over 100 billion data-driven advertising decisions each day and analysing over 1.5 billion anonymous customer attributes, Turn’s findings reveal sector-specific trends in programmatic, and competition in advertising at this festive time of year.

The race is on in gifts

Advertising for the gift sector is significantly more competitive than last year and exhibits a large increase in competition in Q4 2014. In fact competition increased by 27% in Q4 2014 compared to Q3 2014. This sector also sees competition start increasing at the end of Q1. Interestingly, there was a lot of noise in Q4 2013 and therefore there is no clear trend in competition during that time period.

Jewellery spikes as advertisers bank on Christmas

Jewellery is much more competitive in the lead up to Christmas this year than in 2013, seeing consolidation last year over Q4. This consolidation resulted from a large spend increase, indicating that some advertisers in this category were far outspending the pack. This year we are not seeing that pattern, aside from a month-start spike in November. There was also a similar spike at this time in February 2014, suggesting that the Christmas push is just as important when appealing to romantics as Valentine’s Day is for these advertisers.

Competition in fashion decreases, but children’s clothing sees a rise

Apparel advertisers are spending more on advertising in Q4 2014 compared to the same time last year with spend on track to increase by 30% in Q4 2014 compared to Q4 2013. However competition in this sector is lower this year than last, suggesting that there is more consolidation in this market.

Commenting on the findings, MD EMEA at Turn, Pierre Naggar said: “As brands and agencies increasingly search for customers across the media landscape, the programmatic marketplace is growing rapidly beyond traditional display advertising. Now advertisers in Europe are seeing competition across all channels including mobile, video and social, not just display. This suggests that media planners are starting to use data to plan spend and are also hosting multichannel campaigns. Al non-display channels have reached similar levels of competition in Europe and this is something that we are not seeing anywhere else in the world.”

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