Read the full article hereEvery year, Cupid draws back his arrow and takes aim at romantic hearts, but this year he seems to have influenced online advertisers as well. Love is in the air, and on the Internet, as advertisers seeking a post-Christmas marketing hook turned to the most amorous day of the year to draw consumer interest. Purchasing nearly 70 million impressions in the week leading up to the big day, a wide variety of advertisers demonstrated a commitment to seasonal branding strategies, and gave the gift of increased ad sales to several major portals.
Summary
Recent Valentine's Day advertising activity signals more than just market willingness to brand products and services around seasonal events. If advertising-supported websites can draw more clients through their doors with the lure of seasonal consumer interest, it will be a point of needed strength for an industry under scrutiny. Holiday marketers' large dependence on high-traffic portal sites, combined with a reliance on branding strategies, suggests that seasonal advertisers may be ready to embrace the medium. Furthermore, many sites are learning how to effectively take advantage of outstanding advertising inventory with promotion of topical products and services. If Valentine's Day 2001 is a paradigm for future strategies, marketers may soon display more affection for the online ad industry.
Valentines Day actually kicks up the market worldwide tremendously. So in India, despite soem right wingers trying hard to squash the fantastic marketing opportunity of this day! I wonder how many of desicreatives were burning the mid-night oil (rather bandwidth, in today's era) to release the season's promotions!