According to a survey conducted by Microsoft, clicks on ads related to Consumer Day throughout February this year increased by 29% compared to the same period last year. The data indicate a growing importance of the period for consumers and reveal to advertisers the need for prolonged campaigns to capture buyers' attention. The research also shows that searches for promotions may continue until the week following the event (March 15).
Previously, a survey by E-Commerce Brasil showed that Consumer Day already ranks fourth (31.1%) in customer preference among commemorative dates involving financial planning, surpassing Children's Day (21.9%) and only behind Black Friday (54.7%), Christmas (46.7%), and Mother's and Father's Day (33.7%).
During March 2024, the most searched purchase categories, according to Microsoft, were electronics (62%), followed by travel and tourism with 17%, clothing with 12%, and retail in general with 2%. In the case of 'travel and tourism,' 'clothing,' and 'retail,' the peak of search interest occurred after the main date, while electronic items and personal care products, such as beauty and aesthetic products, had more searches the week before and continued to appear in searches after the date.
The searches throughout the entire period (March 2024) showed a different trend. According to the survey, 57% of user searches did not contain specifications, meaning they only mentioned the desired product or service, which may indicate that consumers are open to different brands while searching for offers. The terms that stood out most in the searches within the mentioned categories were: "cell phone," "airfare," "bag," "gaming laptop," among others.
According to José Melchert, Ads Director at Microsoft Brazil, brand differentiation is essential, but there are other strong appeals such as competitive prices and targeted ads, which help capture indecisive buyers. "The diversification of ad formats and the use of audience networks based on users' interests and behaviors are essential to reach an engaged audience, increasing the visibility and effectiveness of campaigns," he explains.
According to Microsoft's survey, 35% of retail conversions on this date can be attributed to so-called "Audience Ads," which consider users' behavior and interests on the internet to reach a specific audience, highlighting the effectiveness of this strategy.
Opportunities with Generative AI
For Melchert, on dates like Consumer Day, the use of artificial intelligence is essential for strategy development and data analysis. "We have several advances in ad segmentation and personalization, driven by AI, which offers brands new opportunities to optimize campaigns and stand out on Consumer Day. For example, it is possible to analyze large volumes of data in real time to identify consumer behavior patterns, resulting in personalized recommendations that significantly increase conversion rates," he says.
A Microsoft announcedat the beginning of the month, new features for advertisers aimed at increasing audience engagement. Among the news is theMicrosoft Showroom Ads, recreating the experience of a physical showroom in the digital environment, allowing users to explore products in an immersive and interactive way. The Dynamic Filters solution helps facilitate conversion by allowing users to refine their searches quickly and intuitively, presenting more relevant product options based on individual preferences, such as specific physical characteristics.
Another innovation is dynamic ad generation (Dynamic Search Ads – DSA), which uses search history to create personalized ads, improving click-through rates and campaign effectiveness. Microsoft Advertising also expanded app campaigns to include popular games and integration with the Windows Start menu and the Microsoft Store, allowing for increased campaign reach.
"The future of customer experiences is conversational. More and more, consumers are using Artificial Intelligence tools, such as chats and searches, to inform themselves and make decisions. Being prepared to join this conversation as a facilitator of the decision-making process is a great opportunity for brands. We are talking about 'promptable brands,' which provide content combined with ads, increasing the visibility and effectiveness of campaigns," analyzes Melchert.