Black Friday is more than just a day of big discounts—it’s a prime time of year for advertisers to make their mark. But with the landscape shifting over the past few years, it’s no longer just about a single day of deals. In 2024, running a successful Black Friday ad means adapting to new trends, like extended sales periods and smarter traffic management.
In this article, we’ll explore key strategies to help you get the most out of your Black Friday campaigns—from timing your ads to optimizing your creatives and formats. To help you navigate this, we sat down with Serge Abramov, a media buying expert, who shared some thoughts of wisdom about the world of Black Friday ads.
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What’s changed: The evolution of Black Friday
Ads on Black Friday have come a long way from australia consumer email listbeing a one-day shopping frenzy. Nowadays, it’s less about cramming all your deals into 24 hours and more about spreading the action. But when do black Friday Ads come out? We’re shifting towards longer sales events, with “Black Friday Week” (or even a month) becoming the norm.
So, what’s driving this change?
As Serge Abramov suggests, one big reason is simple: website traffic.
To Serge’s theory, when every shopper is trying to score deals on the same day, it can overwhelm servers, leading to frustrating crashes and lost sales. By stretching out the event over several days or weeks, businesses can better manage the flow of customers, avoid technical issues, and ultimately increase their sales.
For advertisers, this shift opens up more time to engage audiences and fine-tune your Black Fridays ads. Whether you go with the traditional one-day approach or opt for a longer event, there’s plenty of room to get creative and maximize your results.
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When to start your Black Friday ads
Timing is everything when it comes to Black Friday ads, and there are two popular approaches to consider.
Go big on Black Friday
Some advertisers still prefer to launch their campaigns right on Black Friday itself. This approach creates a sense of urgency and excitement—nothing says “big event” like a one-day-only deal. If you’re aiming to capture that classic Black Friday energy, this might be your go-to strategy. Just be prepared for the surge in competition and traffic.
Serge Abramov comments:
“Let’s be honest – a lot of modern users can be kinda suspicious when they see ads that claim “90% discount” or any other offers that look too good to be true even if they are real. However, Black Friday is the time when users do expect huge discounts and eagerly search for them, which ends up with much more impressions and conversions for Black Friday deals ads.”
Warm up with Black Friday Week
More advertisers are opting to start earlier, often running sales throughout “Black Friday Week.” By launching a bit sooner, you can build momentum, reach more people over time, and avoid the risks of website crashes from too much traffic all at once. It also gives you time to fine-tune your ads as you gather data on what’s working.
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Which one should you choose?
It really depends on your goals. If you’re after maximum excitement and want to go head-to-head on Black Friday, launching right on the day might be your best bet. But if you want to play the long game, starting early and stretching out your campaign can help you capture more sales and reduce the pressure of handling massive spikes in traffic.
