After a huge TV advertising blitz that lasted through much of the past year, Jet.com removed itself almost entirely from the airwaves this holiday season as it turned its full attention to the digital space.
According to estimates from advertising tracking firm MediaRadar, the retail site cut out virtually all TV spending in the months following its sale to Walmart in August, while ratcheting up its online ad budget by a whopping 250 times what it spent in the same period the year before.
The firm says the exponential jump marks by far the biggest online ad investment of any of the other much bigger e-commerce sites and retail chains it analyzed this holiday season.
The switch-up seems to be part of a new marketing strategy Walmart is mapping for its digital property that will better mesh with its own corporate agenda.
Meanwhile, Jet’s juggernaut rival Amazon took the opposite tack. Usually tight-fisted when it comes to TV commercials, the e-commerce giant splurged on television this season and outspent all of its big-box competitors, including Walmart, Target and Macy’s.
Amazon’s TV spending was around 76 percent more than the same time last year, while Target’s increased 54 percent and Walmart’s dropped 10 percent. All three companies significantly upped their online ad presence too, with a 224-percent boost for Amazon and 161-percent boosts for Target and Walmart.
Amazon’s big TV push seems to have paid off too; the company said this week that it had its most successful holiday season ever this year in terms of sales.
“[In the past,] Amazon has achieved their incredible success without much reliance on traditional TV advertising,” a MediaRadar spokesperson said in an email. “But, as Amazon goes completely mainstream, their marketing, too, has cast the widest net possible.”
Amazon’s ads were also particularly well-received. The company managed to land two of the top five spots on research firm Ace Metrix’s list of the most liked holiday commercials.
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