Marketing budget reallocation across new channels

Marketing budgets are being reallocated as Black Friday extends into a two-month event, media mix modeling guides channel investment, and product quality itself is being prioritized over ad spend.

Who it affects: marketers, media buyers, e-commerce brands

Notable: Retailers are launching Black Friday sales earlier because consumers have limited budgets and allocate spending on a first-come basis. Media Mix Modeling (MMM) combined with geo-holdout incrementality testing is being used to set iROAS targets by channel. Some brands are shifting budget from advertising into product development, arguing that the product itself should drive word-of-mouth rather than rely on paid channels.

Mentions across sources: 4