SteelHouse Releases Marketing Guide to Help Retailers Overcome Post-Holiday Blues

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Guide reveals statistics and tips for digital advertisers on how to maximize campaigns for the New Year



“Most brands blow their budget over the holidays, leaving an incredible opportunity for companies who developed a strategy that extends beyond the holiday buying season.”

On the heels of the busiest shopping days of the year, SteelHouse, an advertising software company, today divulged best practices for sustaining momentum from holiday sales in a new Post-Holiday Marketing Guide focused specifically on digital advertising.

According to eMarketer, digital advertising spend dropped 5.6 percent in Q1 of 2015, compared to Q4 of 2014. Strategizing beyond the lucrative spending season allows retailers to take advantage of a less crowded digital marketplace, build a loyal customer base, and capitalize on gift card purchases and returns.

The data provided by SteelHouse represents millions of online transactions from approximately 500 US retailers over desktop, smartphones, and tablets following last year’s holiday season. Statistics to keep in mind for continued cyber success after the holidays include:

  • Advertisers get more bang for the buck – win rates are on average 1.5 to 2 percent higher in January.
  • People are still buying – January conversion rates in 2015 were only 5 percent lower than the previous December.

“Most brands blow their budget over the holidays, leaving an incredible opportunity for companies who developed a strategy that extends beyond the holiday buying season,” said Patrizio Spagnoletto, CMO at SteelHouse. “In our guide, we utilize our data to counsel online advertisers on how to use this lull to their advantage by winning over consumers looking to spend holiday money and gift cards.”

SteelHouse works with close to 500 brands, including Vans,, Etsy, Blue Apron, Beachbody, Quiznos, Rosetta Stone, Getty Images, and Oakley.

Additionally, SteelHouse provides recommendations and references third party data to help advertisers plan post-holiday campaigns. Highlights found in the guide include:

  • 93 percent of US consumers purchase or receive a gift card annually.
  • 72 percent of customers receiving a gift card will spend more than the value of their card. On average, the recipient will spend 20 percent more than their gift card value.
  • Changing the color of an ad for Valentine's Day or creating a President’s Day theme can double the conversion rate.

To access the full 2015 Post-Holiday Guide, click here.

About SteelHouse
SteelHouse™ is an advertising software company bringing innovative advertising solutions to brands, agencies, and direct marketers. By giving control over audience, creative, and channel – marketers can run superior retention and acquisition campaigns. SteelHouse reaches hundreds of millions of consumers a month, across hundreds of the world's largest brands with its award-winning retargeting, retention, acquisition and creative technologies. The SteelHouse team is comprised of veteran direct marketers and engineers from eHarmony, E*TRADE, Oracle, and the Rubicon Project.

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Lauren Reilly
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