Holiday Watch: Roku Eyes Digital Ad Campaign, Target Marketing Cyber Monday24 Oct, 2013 By: Erik Gruenwedel
With Halloween just around the corner, retailers are readying marketing efforts for the winter holiday season, which some reports suggest could be unseasonably sluggish.
The fourth quarter and winter holidays, which begin with the post-Thanksgiving Black Friday sales event, typically account for home entertainment’s largest retail period.
Roku Oct. 24 said it signed ad agency Butler Shine Stern & Partners (BSSP) for its creative and digital marketing businesses heading into the winter holidays. With more than 1,000 third-party content channels, Roku eyes its line of streaming devices as ideal CE gifts to the connected consumer, according to chief marketing officer Matthew Anderson.
“Our vision is that Roku’s software and streaming players can make TV better for everyone. BSSP will make our vision come alive by combining outstanding creative with a rigorous approach to digital media and campaign analytics. We look forward to putting a spotlight on streaming to the TV with the launch of our holiday campaign in the coming weeks,” Anderson said in a statement.
Meanwhile, Target Corp. is putting the brakes on its winter holiday marketing campaign after it was criticized for jumping the gun last year.
Target, which is one of the largest retailers of packaged media movies and TV shows, in addition to Blu-ray Disc and DVD players, will for the first time target Thanksgiving and Cyber Monday, the day following the Black Friday retail weekend, in its marketing. The retailer will also launch a unified ad theme rather than multiple themes in past years.
"We have never said Thanksgiving has a place at Target. It's a big event, and we think we have a great value proposition,” chief marketing officer Jeff Jones told AdAge.com.
In addition, all of Target’s winter marketing will include the hashtag #MyKindOfHoliday, underscoring the retailer’s drive to include social media in its campaign.
Finally, Target.com will offer 15 dedicated deals on select products each day for two weeks, beginning Dec. 2.