Writing in his blog for INMA, Newsworks content and social media executive Lewis Boulton looks back at some of the stand out ads from November’s sales
After months of speculation and anticipation, one of the most awaited advertising periods in recent times has finally come and gone. With arguably the world’s biggest sporting tournament outside the Olympics coinciding with the festive season and the recent adoption of Black Friday, the so-called “golden quarter” felt particularly shiny this year.
But the excitement for such a rare advertising event has almost certainly been tempered by external events and difficult economic conditions for both households and advertisers. The war in Ukraine and a world still emerging from the pandemic has combined with controversies surrounding World Cup host Qatar’s human rights record to dampen the excitement around Black Friday celebrations.
Fewer Brits were expected to spend money in Black Friday sales this year, so every advertising pound spent counted. Newsworks recent RAMetrics research found that three highly active sectors in the festive promotions could expect to reap better brand effects than the news brand average: large retail brands, apparel, and tech advertisers.
See which stand out ads Lewis chose from these sectors in his INMA blog here.