Extending Advertising Beyond December at V&A Waterfront – Uncovering the January Opportunity

The turn of the year is often accompanied by a shift in advertising strategies, with many brands believing the peak season fizzles out as December ends. However, data from the V&A Waterfront, one of South Africa’s premier destinations for shopping and entertainment, tells a different story—one that compellingly argues for why January is a hidden gem for advertisers.

The Perception Gap

In December 2022, the V&A Waterfront recorded a remarkable 17.9 million impressions, a testament to its bustling activity during the holiday season. January 2023, however, was hardly a step behind, clocking in at 16.19 million impressions. Fast forward to the following year, and the pattern holds: December 2023 saw 18.10 million impressions, with January 2024 close on its heels at 17.6 million impressions.

These statistics illuminate a crucial insight—while there is an expected seasonal peak in December, January continues to draw nearly as many visitors. The local populace, along with university students on break and schools still closed, ensures that the footfall in January remains robust. The waterfront continues to thrive with ongoing entertainment and activities, maintaining a vibrant atmosphere that is ripe for advertising opportunities.

Why January Deserves Attention

  1. Sustained Engagement: The near-parallel foot traffic between December and January provides a sustained audience for advertisers. This continuity is a golden opportunity for brands to maintain engagement with consumers who are still in the holiday spirit and spending mode.
  2. Less Competition: With many companies cutting back on their advertising spend in January, those that do choose to advertise can benefit from less clutter and more visibility. Your message has the potential to stand out more starkly against a quieter backdrop, allowing for greater impact and recall.
  3. Extended Campaigns: Leveraging the extended audience engagement from December into January allows for longer campaign lifespans. Brands can innovate with continuous storytelling that builds on the December momentum, deepening consumer relationships and enhancing the effectiveness of their campaigns.
  4. Cost Efficiency: Often, advertising costs can be more favourable in January, providing cost-effective opportunities for brands to get more value from their advertising spend. This strategic advantage allows for smarter budget allocation without compromising on the scale and reach of advertising campaigns.

The Strategic Advantage

Our platforms at the V&A Waterfront are strategically designed to capture and engage with the masses that frequent this lively locale. By understanding and utilising the robust footfall data, brands can make informed decisions that challenge traditional seasonal advertising norms. January is not just a time to recover from the holiday expenditure; it is a lucrative period that can yield substantial returns for those willing to invest in its potential.

It’s time for brands to rethink their January advertising strategies. The month holds significant untapped potential that, when leveraged with thoughtful and creative campaigns, can lead to impressive results. We provide the insights and platforms that turn this potential into reality, helping brands flourish at the start of the year just as much as they do at its close.

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