Advertiser Tips for a Successful Black Friday & Cyber Monday 2025
Black Friday & Cyber Monday, the US shopping events that exploded internationally around 2010, are set to begin on Friday, November 28, 2025. It marks a pivotal moment for Advertisers looking to make a massive impact in the final quarter.
So, let’s explore how you can make the most out of one of the biggest events of the year. We will look into the essential Black Friday eCommerce and Cyber Monday digital sales trends and provide tips to help you increase conversions. Note, Cyber Monday tends to be Cyber Week and carries on from Monday to Friday.
Black Friday & Cyber Monday Global Impact: The Unmissable Opportunity
Black Friday and the Cyber Monday that follows are not just sales events; they are a concentration of highly engaged, deal-seeking shoppers. All signs point to the 2025 shopping season being highly lucrative.
Black Friday 2024 shattered records as U.S. consumers spent an astonishing $10.8 billion online, reflecting a 10.2% increase from 2023’s $9.8 billion. Globally, spending reached a new high of $74.4 billion in just 24 hours, marking a 5% rise compared to the previous year.
A note on Cyber Monday! Cyber Monday or Cyber Week is another great opportunity for Ecommerce advertisers to increase sales. In 2024, $7.6 billion in online spending, up 13.3% YoY, that’s a 1,950% increase when compared to 2023. Although we will be focusing on Black Friday in this article, it is important to note that if you are an Ecommerce brand or Nutra, Friday will be your biggest shopping day while VOD, iGaming and VPNs may get bigger gains on Cyber Monday. Regardless of your offering, Cyber Week is another opportunity to sell your stock and provide exciting promotions, bundles, and exclusives to increase your sales before the end of the year!
Stats and tips for successful Black Friday & Cyber Monday Campaigns!
Let’s explore the top verticals for Black Friday and Cyber Monday and identify which ad formats are most effective for converting your offers.
Most Used Devices During Black Friday/Cyber Monday
It’s important to note that a mobile-first strategy is essential, as 84.2% of the overall impressions on the first day of Black Friday 2024 came from mobile devices.
Top 10 GEOs for Black Friday & Cyber Monday
Here are the GEOs with the most clicks from Black Friday & Cyber Monday 2024! If you want to increase your brand’s profiles, create campaigns that test the traffic in the following GEOs.
Best verticals to target for Black Friday & Cyber Monday offers
Based on the 2024 US online spending increase in electronics, apparel, groceries, furniture/bedding, and beauty. When considering this and ExoClick’s internal data, we can see that eCommerce, iGaming, VOD, and Nutra were the top-performing verticals during Black Friday & Cyber Monday 2024. All these verticals, except for iGaming, gained the most clicks on their Banner, Native, and In-Stream ads in that order. iGaming had slight differences with In-Stream(53.37%) as the most popular format, followed by Banner (25.1%), and Fullpage interstitial (10.8%).
Now, let’s take a look at the highest converting ad formats from 2024.
Black Friday & Cyber Monday 2025: Top ad Formats for Nutra Campaigns
Finally, let’s look at Nurta. Video formats are the highest converting, but if you would like a full-screen option that is video compatible, try Fullpage Interstitials. It is a great way to get the end users’ full attention and involves an action to exit the ad.
Black Friday & Cyber Monday 2025: Top ad Formats for eCommerce Campaigns
Probably the most important vertical for Black Friday & Cyber Week, eCommerce had high conversion rates, especially on video formats. This indicates that if you are creating campaigns for eCommerce products, you should focus on creating video ads to get the highest click-through on your campaigns.
Black Friday & Cyber Monday 2025: Top ad Formats for VOD Campaigns
VOD is a newcomer in popularity during Black Friday. People have started paying for online subscriptions for friends and family. If you are interested in selling your VOD offers, create bundles or year-long subscriptions. Video is once again the highest converting format; you should use the video format to show previews of the site content.
Black Friday & Cyber Monday 2025: Top ad Formats for iGaming Campaigns
Video and Fullpage Interstitial ads dominated the click-throughs in 2024. iGaming is continuing to grow in popularity in 2025, but according to the internal data, Fullpage interstitials are the most powerful way to convert your offers. Followed once again by In-Stream (1.7%) video ads and Slider(1.3%).
Top Tips for Black Friday & Cyber Monday Advertising Success
Expert Advertisers know that a successful campaign starts well before the main event and extends past Cyber Monday. Follow these strategies to effectively convert Black Friday and Cyber Monday offers.
Start your ad campaigns before Black Friday and Cyber Monday!
Start your campaign with a Pre-Black Friday Sale. Start your campaign or a test campaign on the Monday before Black Friday with a “pre-Black Friday sale” to catch early shoppers. You can then create a Mid-Week Retargeting campaign, where you retarget shoppers who may have added items to their cart but did not convert.
After Black Friday weekend, run a final retargeting campaign with the tag line ‘last chance to buy’, emphasizing the unique and time-sensitive value. Or change your creatives and target users for Cyber Week.
Ad Creative and Landing Page Optimization
Give your existing ad creatives and copy a festive feel with references to black Friday.
Ad text: Create campaigns with promotions in the visual, include texts like xx% off or include promotions.
Here are some examples of effective texts for creatives to encourage purchases:
– Use code “XXX” for XX% off.
– “Buy 3 Toys, Get 1 Free.”
– Offer $99 for any 2 toys from a selected list.
– Include a blind box option.
– Create a ‘Limited Time’ offer with a countdown timer.
Ad formats: Remember to take the CTRs from the verticals above into account when creating your campaigns. If you create a Fullpage Interstitial to display your Black Friday promotion page, create a pop-under campaign simultaneously to create the best impact.
Colours: The colours most associated with Black Friday are black, gold, and red.
Special Landing Pages: Develop dedicated pages or ‘Gift Guides’ with headers like ‘Top Black Friday and Cyber Monday deals!’, include bundles with special prices, or guides ‘for him’ and ‘for her’. This allows you to upsell while helping people who are purchasing gifts for friends and family.
Time Sensitivity: Make your offers a unique opportunity to help increase sales and reduce hesitation.
Free Shipping: Offer free shipping as an incentive, especially when bundling products, to overcome purchase reluctance.
Subscription/Deposit Deals: For Dating, streaming or Gaming, offer incentives like the first 3 months half-price, or a bonus on the first deposit (‘Get $10 extra when you make your $20 deposit!’). This will help increase your sign-ups.
Your Black Friday & Cyber Monday 2025 Ad Campaign Blueprint
Black Friday & Cyber Monday 2025 are poised to be record-breaking shopping events, generating significant traffic and highly engaged consumers. By leveraging the insights on popular purchase categories, strategic timing, and high-performing ad formats, you can launch the best Black Friday & Cyber Monday advertising campaigns in 2025.
If you are not yet taking advantage of the high-quality Traffic Sources available on the ExoClick Network, there is no better time to try. Sign up for ExoClick now, and you will have access to a large network of Publishers, high-quality ad formats, and exclusive optimization features so you can automate your campaigns.
