Clicks on Consumer Day ads jumped from 29% in 2025, Microsoft reveals, showing high interest in the date 

According to a survey by Microsoft, clicks on consumer-related ads throughout February this year grew by 29%, compared to the same period a year earlier.The data indicates a growth in the importance of the period for consumers and reveals to advertisers the need for prolonged campaigns to capture the attention of buyers. The survey also shows that searches for promotions can continue until the week following the event (15 March).  

Earlier, a survey by E-Commerce Brazil showed that Consumer Day already ranks fourth (31,1%) in customer preference over commemorative dates involving financial planning, surpassing Children's Day (21,9%) and lagging behind only Black Friday (54,7%), Christmas (46,7%) and Mothers and Father's Day (33,7%). 

During March 2024, the most searched purchase categories, according to Microsoft, were electronic (62%), followed by travel and tourism with 17%, clothing with 12% and retail in general with 2%. In the case of 21trip and tourism, ’ clothing and 171t retail, the peak interest in searches occurred after the main date, while electronic and personal care items, such as beauty and aesthetic products, had more searches in the previous week and continued to appear in searches after the date. 

The searches throughout the period (march 2024) showed another trend. According to the survey, 57% of user surveys did not contain specifications, that is, they only cited the desired product or service, which may indicate that consumers are open to different brands while looking for offers. The terms that stood out most in the searches within the categories mentioned were: “cellular”, “bolsa”, “bolsa”, “notebook gamer”, among others. 

According to Jose Melchert, director of Ads at Microsoft Brazil, brand differentiation is key, but there are other strong appeals such as competitive pricing and targeted ads, which help capture undecided buyers. “ The diversification of ad formats and the use of audience networks based on user interests and behaviors is essential to reach an engaged audience, increasing the visibility and effectiveness of” campaigns, he explains. 

Also according to Microsoft's survey, 35% of retail conversions on this date can be attributed to so-called “Audience ads”, which take into account 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 made several advances in AI-driven ad targeting and personalization that offer brands new opportunities to optimize campaigns and excel on Consumer Day.For example, you can analyze large volumes of data in real time to identify consumer behavior patterns, resulting in personalized recommendations that significantly increase” conversion rates. 

Microsoft announced, at the beginning of the month, new features for advertisers with the aim of increasing audience engagement. Among the news are the Microsoft Showroom Ads, which recreates 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 (DSA Dynamic Search Ads), which uses search history to create custom ads, improving click-through rates and campaign effectiveness.Microsoft Advertising has also expanded app campaigns to include popular games and integration with the Windows “Start” menu and Microsoft Store, which allows for increased campaign reach. 

“The future of customer experiences is conversational. Increasingly, consumers use Artificial Intelligence tools, such as chats and searches, to inform themselves and make decisions.Be prepared to enter this conversation as a facilitator of the decision process is a great opportunity for brands.We are talking about the “promptable brands”, which provide content combined with ads, increasing the visibility and effectiveness of” campaigns, Melchert analyzes.