Retailers and marketers in a variety of categories not only increased their ad spending during the holidays, but they also saw big improvements in their sales conversions. The results indicate marketers pushed hard to reach people at home, especially among digital channels that provided ways for consumers to respond to a call to action.
The higher conversions suggest retailers were more effective in their targeting, especially in email pushes that reach people who opted in to receive promotions, which bodes well for future digital campaigns, according to LiveIntent and MediaRadar. As for performance, newsletters focused on personal finance and law or on government and politics generated CTRs that were double the average for retail ads.
