{"id":9385,"date":"2021-12-02T09:25:30","date_gmt":"2021-12-02T14:25:30","guid":{"rendered":"https:\/\/www.acuityads.com\/?p=9385"},"modified":"2024-11-26T10:24:43","modified_gmt":"2024-11-26T15:24:43","slug":"most-viewed-video-ads-black-friday-and-cyber-monday-2021","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/most-viewed-video-ads-black-friday-and-cyber-monday-2021\/","title":{"rendered":"Black Friday and Cyber Monday 2021: Most Viewed and Inspiring Video Ads"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/illumin.com\/insights\/blog\/the-true-story-behind-black-friday\/\">Black Friday<\/a> and Cyber Monday are known for being big shopping days across North America. And despite supply chain issues and rising inflation, consumers have come to expect monster savings. But with so many brands competing for consumer dollars, their promotional efforts have to be on point. The <\/span><b>Most Viewed Video Ads for Black Friday and Cyber Monday 2021<\/b><span style=\"font-weight: 400;\"> demonstrate the different ways that brands and retailers are trying to stand out, from tying Black Friday campaigns to larger initiatives supporting black-owned businesses, to boldly backing away from Black Friday and Cyber Monday altogether.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<div class=\"flourish-embed flourish-bar-chart-race\" data-src=\"visualisation\/7975803\"><script src=\"https:\/\/public.flourish.studio\/resources\/embed.js\"><\/script><\/div>\n<div data-src=\"visualisation\/7975803\"><\/div>\n<h5><b>Early bird gets the sale<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Retailers began promoting Black Friday deals <\/span><a href=\"https:\/\/www.reuters.com\/world\/the-great-reboot\/amid-supply-chain-snarls-retailers-pitch-early-holiday-shopping-2021-10-01\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">as early as September<\/span><\/a><span style=\"font-weight: 400;\"> this year, largely due to ongoing supply chain disruptions. As a result, consumers didn\u2019t have to wait around for their holiday discounts and started shopping early. This was reflected in decreased Cyber Week (Black Friday to Cyber Monday) shopping, with<\/span><span style=\"font-weight: 400;\"> 179.8 million people making online and in-store purchases, down from 186.4 million in 2020, and 189.6 million in 2019, according to the National Retail Federation.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"> Online consumers spent a total of $10.7B on Cyber Monday, down 1.4% YoY according to Adobe Analytics. However, overall spending in November still <\/span><span style=\"font-weight: 400;\">exceeded 2020 totals, keeping retailers on track for a record-breaking holiday season. Already, shoppers have increased their online spending over last year, up 11.9% and totalling $109.8 billion (Adobe).<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><b>Bye bye, brick and mortar?<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Black Friday may still be the biggest shopping holiday in America, but it is possible the global pandemic has permanently changed consumer buying habits. More and more shoppers are choosing to shop online, and are using their smartphones to do it. Shopify saw a 5% increase in the number of shoppers on its platform who used smartphones to make purchases.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some big box retailers like Walmart and Target even opted to keep their brick and mortar stores closed on Thanksgiving, bucking the <\/span><a href=\"https:\/\/content-na1.emarketer.com\/say-goodbye-open-brick-and-mortar-stores-on-thanksgiving\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">tradition<\/span><\/a><span style=\"font-weight: 400;\"> of opening stores Thursday evening for early access to Black Friday deals. This further solidifies the move towards ecommerce.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With online shopping becoming more prevalent than ever, let\u2019s look at how advertisers are responding in our list of the Top 10 Most Viewed Video Ads for Black Friday and Cyber Monday.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>Top 10 Most Viewed Video Ads for Black Friday and Cyber Monday<\/b><\/h4>\n<table>\n<tbody>\n<tr>\n<td><b>Rank<\/b><\/td>\n<td><b>Brand<\/b><\/td>\n<td><b>Campaign<\/b><\/td>\n<td><b>Release date<\/b><\/td>\n<td><b>views<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">1<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Expedia<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=m1J8PXqwqIQ\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">This Black Friday<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">15-Nov<\/span><\/td>\n<td><span style=\"font-weight: 400;\">24,363,300<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">2<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Amazon<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=hqNTNLfRcc8\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Wonderland Will<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">1-Nov<\/span><\/td>\n<td><span style=\"font-weight: 400;\">13,018,661<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">3<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Google<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=hWuAFclmWsg\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">#BlackOwnedFriday<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">17-Nov<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4,265,337<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">4<\/span><\/td>\n<td><span style=\"font-weight: 400;\">P.C. Richard and Son<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=2Q92ymRLFek\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Buy More, More More<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">3-Nov<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3,536,389<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">5<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Welder<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=06qC9lPDPdM\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">We don\u2019t sell on Black Friday<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">15-Nov<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3,196,848<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">6<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Walmart<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=IKgvZm4EhUA\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Black Friday Deals for Days<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">13-Oct<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1,840,659\u00a0<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">7<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Curacao<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=mM2GJ5--GPw\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Every week is Black Friday<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">5-Nov<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1,737,926<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">8<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Denver Mattress<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Black Friday Super Sale<\/span><\/td>\n<td><span style=\"font-weight: 400;\">12-Oct<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1,502,312<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">9<\/span><\/td>\n<td><span style=\"font-weight: 400;\">BrandsMart USA<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=pUchfSKr1tw\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Black Friday Starts Now<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">3-Nov<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1,106,246<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">10<\/span><\/td>\n<td><span style=\"font-weight: 400;\">AppSumo<\/span><\/td>\n<td><a href=\"https:\/\/www.youtube.com\/watch?v=uliGVeDDN3M\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">$1Million Black Friday Fund<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400;\">15-Sep<\/span><\/td>\n<td><span style=\"font-weight: 400;\">941,748<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">*Data collected by AcuityAds\u2019 True Reach\u2122 insights platform from September 15 &#8211; November 29, 2021\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><b>Stand out ads<\/b><\/h4>\n<p>&nbsp;<\/p>\n<h5><b>Google \u2014 #BlackOwnedFriday<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">The most unique video ad in our top 10 list by far was Google\u2019s #BlackOwnedFriday, which featured T-Pain and Normani in a \u201cshoppable\u201d video which displayed over 100 products from more than 50 black-owned businesses, allowing viewers the opportunity to buy the products as they appeared in the music video. It also announced a way to search for black-owned businesses through Google Maps, and offered resources for other black-owned businesses. It was the only ad in our top 10 list with a social justice dimension to it.\u00a0<\/span><\/p>\n<p><iframe title=\"Google presents the #BlackOwnedFriday film feat. T-Pain and Normani\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/hWuAFclmWsg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h5><b>Welder \u2014 We don\u2019t sell on Black Friday<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">This cheeky ad by Welder attempts to zig while others zag, backing away from Black Friday entirely with a simple yet bold approach that invites consumers to choose their brand carefully, and not rush. This method is similar to Curacao\u2019s <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=mM2GJ5--GPw\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Every week is Black Friday<\/span><\/a><span style=\"font-weight: 400;\"> ad, which also places less emphasis on the actual holiday in favor of weekly deals for the month of November.\u00a0<\/span><\/p>\n<p><iframe title=\"Black Friday 2021 #WhenYouDare | Welder Watch\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/06qC9lPDPdM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h4><\/h4>\n<h4><b>Expedia<\/b> <b>\u2014 <a href=\"https:\/\/www.youtube.com\/watch?v=m1J8PXqwqIQ&amp;list=RDCMUCGaOvAFinZ7BCN_FDmw74fQ&amp;start_radio=1\" target=\"_blank\" rel=\"noopener\">This Black Friday<\/a><\/b><\/h4>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-18056 size-medium\" src=\"https:\/\/illumin.com\/wp-content\/uploads\/2021\/12\/tamanna-rumee-KzidBAES-uE-unsplash-300x199.jpg\" alt=\"Black Friday and Cyber Monday sale\" width=\"300\" height=\"199\" title=\"\" srcset=\"https:\/\/illumin.com\/wp-content\/uploads\/2021\/12\/tamanna-rumee-KzidBAES-uE-unsplash-300x199.jpg 300w, https:\/\/illumin.com\/wp-content\/uploads\/2021\/12\/tamanna-rumee-KzidBAES-uE-unsplash-1024x678.jpg 1024w, https:\/\/illumin.com\/wp-content\/uploads\/2021\/12\/tamanna-rumee-KzidBAES-uE-unsplash-768x508.jpg 768w, https:\/\/illumin.com\/wp-content\/uploads\/2021\/12\/tamanna-rumee-KzidBAES-uE-unsplash-1536x1017.jpg 1536w, https:\/\/illumin.com\/wp-content\/uploads\/2021\/12\/tamanna-rumee-KzidBAES-uE-unsplash-2048x1355.jpg 2048w, https:\/\/illumin.com\/wp-content\/uploads\/2021\/12\/tamanna-rumee-KzidBAES-uE-unsplash-1568x1038.jpg 1568w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Expedia\u2019s ad is one of the few Black Friday ads to not mention products at all, instead choosing to focus on the feeling of an escape from daily life. Given that \u201cflights\u201d was the <\/span><span style=\"font-weight: 400;\">second most searched<\/span><span style=\"font-weight: 400;\"> product keyword from October 2020 to September 2021, perhaps it isn\u2019t surprising that Expedia\u2019s ad was first on our list.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Key takeaways<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Deals over feels:<\/b><span style=\"font-weight: 400;\"> At their core, Black Friday and Cyber Monday are still promotional holidays, with 6\/10 of the video ads in our list mentioning prices in some way. However, given that the top spot went to Expedia\u2019s <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=m1J8PXqwqIQ\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">This Black Friday<\/span><\/a><span style=\"font-weight: 400;\">, it is possible the winds are changing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Shopping evolution:<\/b><span style=\"font-weight: 400;\"> Consumers are still spending, but they\u2019re changing the way that they do it. They are increasingly choosing the ease of smartphones and computers and taking advantage of discounts early, opting to spread their shopping over the course of the month and avoid the mayhem accompanied by one-day sales.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Looking to view more Black Friday ads? Check out our top picks for the Most Viewed Black Friday ads in <a href=\"https:\/\/illumin.com\/insights\/most-viewed-video-ads-black-friday\/\">2022<\/a> and <a href=\"https:\/\/illumin.com\/insights\/blog\/the-best-black-friday-ads-of-2023\/\">2023<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<p><b>Connect with us!<\/b><\/p>\n<p>Did your organization have a Black Friday or Cyber Monday campaign? Get in touch to learn how your video campaigns rank against competitors and how you can capture viewer attention with our proprietary True Reach\u2122 technology.<\/p>\n<p><a href=\"https:\/\/go.acuityads.com\/acuityinsights\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sign up for our newsletter<\/span><\/a><span style=\"font-weight: 400;\"> to get more Acuity insights delivered straight to your inbox!<\/span><\/p>\n<p>&nbsp;<\/p>\n<h5><b>About True Reach\u2122 insights platform<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Increase total views and time spent on your video campaigns without increasing advertising spend. Our proprietary True Reach<\/span><b>\u2122<\/b><span style=\"font-weight: 400;\"> technology harnesses all publicly available view data to track real-time performance and enable decision-making that optimizes your Share of Attention\u2122.<\/span><\/p>\n<p><a href=\"https:\/\/www.acuityads.com\/attention-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Learn more.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Black Friday and Cyber Monday are known for being big shopping days across North America. And despite supply chain issues and rising inflation, consumers have come to expect monster savings. But with so many brands competing for consumer dollars, their promotional efforts have to be on point. The Most Viewed Video Ads for Black Friday [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":14910,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[31,19],"tags":[115,139],"class_list":["post-9385","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-insights","tag-black-friday","tag-cyber-monday"],"acf":[],"_links":{"self":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/9385","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/comments?post=9385"}],"version-history":[{"count":0,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/9385\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media\/14910"}],"wp:attachment":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media?parent=9385"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/categories?post=9385"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/tags?post=9385"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}