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Daisycon

Black Friday: challenges, strategies, and practical insights

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Black Friday is the prime moment for retailers and advertisers to shine with irresistible offers, but it also requires strategic planning. We spoke with experts Nicolas Petré, Ingrid Cleen, Luuk Noordhoff, and Tim van Baaden about their approaches and the lessons they’ve learned over the years.

Daisycon Black Friday

Key challenges

For Nicolas and Ingrid, convincing Belgian advertisers of the value of additional Black Friday investments is a major challenge. “Many brands recognise the benefits, but others remain hesitant,” says Nicolas. Smaller advertisers worry they may not stand out among the high discounts offered by international brands.

Luuk highlights the difficult choices facing mid-sized online shops:

“Black Friday generates a lot of search traffic, but you have to plan smartly to truly stand out.”
Luuk – Partner Manager

Collaboration with publishers

Strong collaboration with publishers is crucial for successful Black Friday campaigns.

“Months before Black Friday, we receive media kits so we can craft targeted proposals for advertisers,”
Ingrid – Country Manager

Tim van Baaden emphasises the multidisciplinary nature of this cooperation: “At Daisycon, we intensify collaboration between partner and publisher managers during Black Friday. We actively seek the best price-performance ratios, aligned with the objectives of both parties.” Tim adds that good communication with publishers is essential for a successful campaign.

“To avoid disappointment, it’s important to get everyone on the same page.”
Tim – Team Lead PM Services

Differences from regular campaigns

Black Friday campaigns are entirely focused on quick sales and steep discounts, unlike regular campaigns where brand awareness also plays an important role.

“Black Friday campaigns revolve entirely around sales with discounts during a very short period.”
Nicolas – Partner Manager

According to Luuk, advertisers tend to spend more on fixed fees during Black Friday than in regular campaigns, with more direct coordination between advertisers and publishers:

“In a regular campaign, the publisher often has more freedom to shape the content, but for Black Friday, close coordination is essential.”
Luuk Noordhoff – Partner Manager

Planning and preparation

Early planning is crucial to maximise Black Friday’s potential. Nicolas and Ingrid start as early as possible: “We locked in the first Black Friday deals for this year back in January,” says Nicolas. The earlier you start, the better prepared you are.

“We kick off in the second quarter, using tools like the Daisycon Marketplace to map out demand and supply.”
Luuk – Partner Manager

Trends and common pitfalls

This year, the experts notice a slight ‘Black Friday fatigue’ among advertisers. Nevertheless, Tim sees opportunities, especially due to the rise of international publishers in the Dutch market, which opens up new possibilities for advertisers with a broad target audience.

Nicolas advises spreading the budget across multiple platforms as a smart strategy:

“It’s often better to allocate the budget in a way that ensures visibility across various platforms.”
Nicolas – Partner Manager

Effective promotions

A compelling Black Friday offer needs to be stronger than previous promotions, Nicolas emphasises; otherwise, customers lack the incentive to buy now. Tim suggests promotions that create FOMO (Fear of Missing Out):

“A unique offer can go viral and amplify its own reach.”
Tim – Team Lead PM Services

The Golden Tip

“Don’t just focus on discounts—aim to create a memorable customer experience, for instance with pre-sales or exclusive services. This truly sets a brand apart during Black Friday.”
Tim – Team Lead PM Services

With these valuable insights and tips, you can prepare yourself and your business for a successful Black Friday. Our partner managers are ready to support you and help you achieve success during this important event. Don’t hesitate to reach out to them and make use of Daisycon’s expertise and opportunities.

Check out our Daisycon Marketplace or Contact your partner managers for tips and the best offers within the Daisycon network.

We wish you an enjoyable and successful Black Friday!