Black Friday 2024 has a tough act to follow after 2023’s bonanza spending splurge, so what should brands be doing as the biggest pre-Christmas spending event prepares to kick off?
We’ve asked some of our leading marketing experts for their top tips for Black Friday, Cyber Monday and beyond…
Phil Acton, Country Manager UK, Adform
“Black Friday 2023 generated a huge £13.3 billion in sales, highlighting the immense potential for brands to connect with consumers.
“To capitalise on this opportunity, successful brands are leveraging the full range of digital channels, delivering relevant campaigns to customers in the environments they are engaging.
“To really get the most out of this lucrative opportunity, brands must work with the right DSPs, especially those that have a combination of first-party IDs and alternative solutions that will bring scale and reduce ad waste.
“These solutions enable game-changing transparency on media performance, supporting brands to deliver consistent and relevant ads across Connected TV (CTV), mobile, and other programmatic channels.
“CTV especially offers an unparalleled chance to reach valuable audiences as well as rich measurement data for omnichannel media optimisation.
“Those who embrace these technologies will drive strong engagement opportunities during this key retail moment and beyond.”
Paul Wright, Head of Advertising International, Uber
“Black Friday follows an important date in the American calendar – Thanksgiving – which began as a celebration of the harvest, a time to give thanks for the essentials of life and efforts of a community.
“From these auspicious beginnings among a small group of pilgrims, Black Friday has become a global phenomenon and a celebration of consumerism. .
“For instance, data collated by Uber found that, in 2023, there was a surge in Uber and Uber Eats activity as people headed out shopping or gatherings for Black Friday. This included a 20% increase in Uber Eats orders and a 15% increase in Uber journeys to airport destinations.
“As such, marketers are facing a battlefield of brands fighting for consumer attention. So, what can they do? Capturing audiences when they’re on the move is a great option.
“Whether they’re on the way to their local high street to pick up their Black Friday deals or off to meet friends to take advantage of their favourite restaurant’s offers – modern consumers are always on the go.
“This provides an opportunity to tap into this first-party insight and deliver advertising that is highly relevant. Not only this, but during these moments on the move, people are less distracted, meaning you gain more of their attention.”
Sarah Lawson Johnston, Managing Director, EMEA, Vudoo
“Black Friday remains huge in the UK, with spending projected to hit £3.8 billion this year. But to stand out, brands need to go beyond simply offering discounts.
“Today’s consumers expect an easy, engaging shopping experience where all the essentials are at their fingertips. They don’t want to navigate through multiple pages just to get the basics.
“Bringing everything directly into the ad itself—from detailed product info to real-time availability—can make a big difference in conversion rates.
“Features like in-ad checkout allow customers to purchase instantly at the point of inspiration, turning a traditional ad into a full shopping experience.
“Interactive, shoppable videos are an especially powerful way to combine these elements, boosting click-through rates and keeping customers engaged.
“Brands must realise that Black Friday isn’t just one day of deals anymore—it’s a chance to create meaningful connections with shoppers looking for quality, convenience, and a seamless experience.”
Andrew Mole, CEO and Co-Founder, pubX
“While we still see traffic surges, and obviously ad CPMs also increase, I think the blurring of Black Friday into seasonal ‘pre-sales’ means there is less focus on just ‘the day’ versus the whole pre-Christmas period.
“One trend we’ve observed is that publishers are more willing to test in this period than recent years, and to seek technologies to maximise revenue versus having their stack ‘locked’ by the end of Q3.
“The need to maximise revenue is always a priority. Commerce media is a particularly interesting area here, occupying the middle ground between publisher and retailer, so there is a dual focus on maximising retail revenue and ad revenue, and an interesting trade-off and tension between the two.”
Helen Keelan, Senior Sales Director, LG Ad Solutions
“Smart TVs have transformed into fully immersive experience hubs, where people move between streaming, gaming, listening to music, working out and shopping.
“And this holiday season, we expect to see an uptake in marketers investing in CTV campaigns to connect with their audiences.
“In fact, research we conducted earlier this year found that 43% of CTV users find TV ads helpful for Christmas shopping, and 72% are willing to scan QR codes to make a purchase.
“The Home Screen, in particular, will play a pivotal role in this by giving brands a powerful first impression, multiple times a day.
“During Black Friday / Cyber Monday, consumers are inundated with deals, so the Home Screen will enable brands to think past the typical 30 second slot with innovative 3D ads, shoppable QR codes, and more.
“Smart TVs are no longer just a medium for entertainment, they are also a powerful shopping hub. And excitingly for brands, CTV offers the unique opportunity to create a seamless path from discovery to purchase.”
James Hill, Chief Commercial Officer, EXTE
“With UK shoppers projected to spend an impressive £3.8 billion during the 2024 Black Friday and Cyber Monday weekend, advertisers face an unparalleled opportunity to connect with consumers during these key retail moments.
“However, simply gaining visibility won’t be enough—brands must create campaigns that are both creative and relevant, striking a chord with shoppers when it matters most.
“To achieve this, contextual advertising will be more important than ever. By aligning messages with what shoppers are actively searching for—whether it’s trending deals, popular categories, or seasonal gift ideas—advertisers can ensure their campaigns resonate at the right moment.
“It’s not just about reaching consumers; it’s about delivering the right message when their intent is at its peak.
“Of course, relevance alone isn’t enough to stand out in a crowded market. To truly capture attention and drive engagement, brands must also leverage innovative ad formats.
“Shoppable ads, for instance, create a seamless path from discovery to purchase, while immersive formats like 3D visuals and Augmented Reality (AR) offer interactive experiences that go beyond the screen and deepen the connection with the audience.
“These formats capture attention and invite consumers to engage in a way that static ads simply can’t.
“This Black Friday and Cyber Monday, success will come to brands that combine creativity with contextual relevance and innovative ad formats.
“By providing personalised, engaging experiences that connect with consumers on a deeper level, brands can maximise short-term sales while building lasting relationships.”
Jason Warner, Director, UK & EMEA, SBS
“Shoppers’ concern over environmental issues has never been greater, and when coupled with the strain the economic situation is putting on consumers, it’s clear that brands need to take a considered and responsible approach to their advertising this Black Friday.
“This doesn’t mean cutting back altogether, but instead shifting the narrative towards purposeful and conscious purchasing and more mindful consumerism.
“Brands shouldn’t just highlight eco-friendly products and more sustainable purchasing – they must practise what they preach in their approach, too.
“Advertising must be highly targeted to reduce wasting resources and, more importantly, reduce emissions. Key to this is ensuring the programmatic tech stack is streamlined and optimised, cutting out wasteful tools that add little to performance and use up excess energy for every transaction.
“This Black Friday needs to be about more than just discounts – it should be about shifting both consumers’ and advertisers’ habits towards a sustainable future.”
Salvatore Internullo, Chief Growth Officer, MINT
“Black Friday has evolved into a critical window for brands to capitalise on high-intent shoppers, but success requires a precise, data-driven strategy.
“To maximise performance, brands should focus on building long-term advertising data equity, enabling them to pull insights from previous campaigns while adapting dynamically to live performance metrics across channels.
“Leveraging AI and automation is crucial, as it enables real-time budget adjustments and campaign optimisations that can significantly improve ROAS and ensure ads are reaching the most responsive audiences through the best performing formats.
“With this data-first approach, brands are better positioned not only to capture Black Friday revenue but to refine and future-proof their strategies for the competitive holiday season ahead.”
Peter Wallace, General Manager EMEA, GumGum
“Black Friday has become a very important moment in the calendar for price-conscious shoppers across the globe, with 80% of people in the UK alone predicted to take part in the event this year.
“Using GumGum’s Mindset Graph, we’ve been tracking the mentions of Black Friday across the Open Web.
“There were 43.6 million mentions for Amazon and Black Friday in November, signalling the early build-up of interest and planning for the event.
“Expect brands from all walks of life to be taking part in Black Friday events and investing heavily in marketing and promotions.
“But there is an acute need to ensure campaigns are reaching users who are in the right mindset to engage with the messaging.
“Otherwise, brands risk getting lost in the clutter of Black Friday noise and failing to reap the returns.”
Emma Thompson, Head of Agency, Golley Slater
“TikTok has already redefined Black Friday and Cyber Monday, turning social platforms into the new storefronts.
“Shoppers aren’t just hunting for discounts; they’re chasing trends, with viral products and influencer endorsements dictating the season’s must-haves.
“For brands, the game isn’t about shouting the loudest – it’s about showing up where cultural moments are happening.
“And this year, shoppers have come prepared with their meticulously planned budgets, meaning the real battle is for relevancy to latest trends, not just price.
“Flashy discounts alone won’t cut it; brands must create a sense of urgency and desirability that stands out in an oversaturated market.
“The winners in 2024 will be those who stay nimble, spot trends as they emerge, and meet customers with speed and precision.”
Lawrence Horne, UK Country Manager, Ogury
“Black Friday in the UK is shifting. Eco-conscious shopping is no longer a niche trend, and movements like Green Friday are steering the conversation towards sustainability. Shoppers are thinking differently, and so are brands.
“It’s not enough to assume eco-conscious buyers are only after “green” products — they’re diverse, and they have broader interests. To reach them, brands must rely on accurate and consensual insights shoppers willingly share.
“Black Friday is not just about driving sales anymore. It’s about demonstrating shared values, earning trust, and turning Black Friday into something more thoughtful, relevant, and more in tune with the world we are in now.”