As Black Friday approaches, U.S. brands face a unique challenge: the upcoming election will significantly inflate online ad costs. Mainstream traffic sources like Google Display Network, Facebook, Instagram, and X (formerly Twitter) are already seeing price surges, with CPCs estimated to be 20-30% higher than in previous years. This spike is largely driven by the competition from political campaigns, which are flooding these platforms with ad spend.
For brands relying on in-house media buying teams or affiliates using these networks, this means one thing: higher costs and, potentially, fewer sales. Affiliates, in particular, are performance-driven, and higher ad costs will squeeze their margins and affect conversion volumes. So, how can brands pivot to stay competitive?
Alternative Traffic Sources: The Opportunity for Growth
Brands that diversify their traffic sources stand to gain an edge this Black Friday. Here’s how:
- Coupon and Cashback Publishers
These publishers won’t be directly impacted by the rising CPCs in mainstream networks. They attract a highly targeted, deal-hunting audience, which translates into higher intent to purchase. Brands can leverage these partners to drive incremental sales without worrying about inflated ad costs. - Browser Extensions & Logo Recommendations
Logos that appear when a user opens a new browser window, such as through shopping browser extensions, are a cost-efficient way to target consumers. These placements offer great visibility and tap into a ready-to-shop audience, making them a perfect alternative to mainstream ad networks. - Apps and Plugins
Similarly, apps and browser plugins that cater to eCommerce or shopping-focused users present a prime opportunity. The ad inventory here is less crowded, and the audience is inherently more engaged in shopping activities. - Influencers and Micro-Influencers
Influencers are another traffic source that remains unaffected by political ad spend. Micro-influencers, in particular, offer hyper-targeted engagement with niche audiences. Brands can benefit from their authenticity and the strong connections they have with their followers, which often translates to higher conversion rates.
Final Thoughts
While Black Friday 2024 will see increased competition for ad space, particularly from political campaigns, brands can mitigate this by leaning into alternative traffic sources. Affiliates, coupon publishers, browser extensions, and influencers offer highly targeted, cost-effective ways to reach shoppers without the headache of inflated CPCs.
Now is the time for brands to explore these channels and optimize their affiliate strategies for what could be one of the most competitive Black Fridays yet.
Smart planning will lead to a successful holiday season, despite the challenges ahead.