According to a Microsoft online study, retail shoppers now consider an average of 6.5 brands during their decision journey, with a 38% increase in openness to new brands over the past year.
Thom Arkestål, Microsoft's director of advertising insights, emphasized the importance of timing in advertising: 'In an over-saturated advertising market, it's becoming more about timing, timing, timing.'
Insights show that consumer engagement spikes significantly in October, but advertiser activity fails to keep pace, creating missed opportunities in peak shopping moments.
Marketers who begin their engagement early can see a 6-10% increase in order value, highlighting the need for brands to connect sooner with potential customers.
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