Marketing strategies focused on top-of-funnel and full-funnel are more effective for boosting sales during the year-end period. The results are based on a study by Uncover, a leading Marketing Mix Modeling platform, which found that clients who invest 65% in top-of-funnel achieve an Advertising Return on Investment (ROAS) of R$2.9—a 61% increase compared to November.
The analysis provides insights for retailers and brands looking to optimize their campaigns and maximize ROAS. The data was collected based on 2023 figures.
According to Uncover, brands that invest 99% between top and bottom of the funnel achieve a remarkable ROAS of R$7.9 (a 55% increase compared to November). Clients adopting a full-funnel approach demonstrate an incrementality over 10 percentage points compared to other strategies.
The research also reveals the importance of maintaining a balanced approach in the sales funnel. While many brands tend to focus exclusively on conversion during seasonal sales, the analysis indicates that a full-funnel strategy generates more sustainable benefits and a more consistent long-term impact.
“Our data shows that companies that distribute their investment throughout the funnel, or at least between top and bottom, significantly increase their overall media contribution,” says Daniel Guinezi, CEO of Uncover. “This not only makes campaign impact more consistent but also generates sustainable long-term returns.”
Shift in priorities post-Black Friday
The study also discusses the strategic changes brands adopt after Black Friday. In December, the focus shifts from awareness to conversion, with approximately 60% of investment directed toward immediate results.
“This new prioritization, with an emphasis on conversion, boosts ROAS efficiency compared to November,” highlights Guinezi. “However, it’s important to note that in the last week of the year, there is a recovery in share for awareness, expanding the engagement strategy.”
For brands looking to maximize their results, Uncover recommends the following media:
- To leverage incrementality:
- Google Ads (App, Branded Search, Non-Branded Search)
- Meta Ads (Advantage+, DPA, and Feed)
- TikTok Ads
- Out of Home
- Television
- To leverage ROAS:
- Influencers
- Google Ads (App, YouTube, and Discovery)
- Meta Ads (Audience, DPA, and Vertical)
- TikTok Ads
- Affiliates
