Converting Black Friday Intent into Checkouts: The Black Friday Media Curation Playbook
Black Friday isn’t a single shopping moment shared by every shopper. It unfolds differently across categories and audiences, which means one unified media flight for everyone simply doesn’t make sense.
Each industry vertical shapes a distinct consumer journey—and each journey has its own decision window. Purchase intent builds at different speeds across categories, while shoppers take different paths toward the Black Friday peak.
We have packed the insights into the practical Black Friday Media Curation Playbook to help advertisers put the right message, at the right moment, in the right context, for each shopper, decision dindow by decision window.
What's Inside
The Decision Window
Understand how decision windows vary by category and consumer persona, and learn how to adjust media pressure to capture each peak
The Media Curation Advantage
Understand how interest and purchase intent build over time for each persona and get the curated YouTube and Open Web environments in which the right message can have the greatest impact
The Attention-Winning Formats
Discover the creative formats designed to earn attention throughout the journey, from early research and discovery to peak conversion
