The rise of connected TV as a substantial channel in the marketing mix is changing how advertisers approach their holiday campaigns.
Advertisers already are preparing for the holiday season, as are shoppers. In accordance with a Think with Google study, 4 in 10 U.S. holiday shoppers are thinking about shopping earlier during other holidays this season. This shift towards early-bird shoppers is because of several factors, including supply chain and inflation concerns.
Early bird trends are continuing to evolve, said Chris Contreras, senior vice president of customer success and revenue operations at MNTN. Because of this years economic uncertainty, individuals are searching for deals and searching for them earlier. The holiday season will be the busiest season for advertisers, that may also ensure it is an easy task to get lost in the shuffle on channels like linear TV.
The gift of CTV for holiday marketing teams is performance. While TV advertising has historically meant, more often than not, untargetable and unmeasurable outcomes, CTV balances linear TVs storytelling with digitals targeting and measurement. This enables brands and retailers to attain customers with engaging TV ads better and measure campaign effectiveness especially through the crucial holidays.
Establishing CTV holiday timelines
Marketers busiest season starts prior to the holiday season.
By August and September, teams are finalizing and testing ways of have campaigns debut by October, aimed toward capturing early-bird shoppers. In 2021, 61% of consumers started shopping by early November, based on the NRF. With people finishing over fifty percent of these shopping by late November, running campaigns before Black Friday is becoming non-negotiable.
Contreras recommends that CTV advertisers target large audiences during this time period, concentrating on interest, geographic and in-market viewers.
As a marketing channel, CTV can tie in direct-response goals, enabling precise audience targeting and accurate reporting to measure success while leveraging video. Not merely do viewers retain more of the marketers message if they watch a video in comparison to reading it in text, however they cant scroll past a CTV ad.
The busy season continues. Throughout November, CTV advertisers extend their prospecting campaigns and expand retargeting efforts to capitalize on existing website traffic and earlier efforts. Aggressive promotions at the moment further entice consumers to get.
In December, teams that continue retargeting and prospecting campaigns through Christmas maintain momentum and reach shoppers seeking online gifts or gift cards.
As it pertains time for the late-holiday push, CTVs nimbleness is instrumental for advertisers wanting to adapt their messaging and direct shoppers to gifts which are still available. Last-minute shoppers also gravitate to digital gift cards, eliminating worries about shipping times a very important revenue boost before Christmas and New Years Eve.
Understanding holiday shopper personas
Much like every advertising strategy and campaign, this holidays CTV marketers make an effort to know their shoppers and know very well what messaging will resonate with audiences.
The perfect holiday shopper will change for every brand and retailer. However, in 2021, men spent almost 10% more typically than women on the holiday shopping. People 45-54 yrs . old also spent a lot more than other age brackets, having an average spend of $1,161.98.
Tone is another crucial consideration for CTV, as advertisers seek in order to avoid being too aggressively promotional during so what can be considered a stressful holidays. Storytelling is vital, too, and positivity and humor stick out for viewers. In accordance with research from MNTN, if people love a brandname story, 55% will choose the product later on, 44% will share the story and 15% will choose the product immediately.
Creative updates and omnichannel opportunities
The malleability of CTV allows creative to be refreshed and deployed quickly, often in just a matter of hours. CTV advertisers can update content frequently to reflect new sales, deals, inventory adjustments or other announcements quicker than possible on linear TV.
Marketing teams may also be embracing omnichannel opportunities through the holidays. Through the 2021 holiday shopping season, a lot of people shopped online including through mobile commerce and in-store at malls and shops. Online marketplaces such as for example Amazon are poised to start to see the most growth through the upcoming holiday shopping season aswell. Buy-now-pay-later is another offering influencing holiday shoppers. Six in 10 shoppers want to use BNPL as a payment option and so are thinking about shopping at stores offering BNPL just one single differentiator marketers can incorporate within their CTV advertising.
Thankfully, with CTV, advertisers can incorporate most of these consumer trends, with messaging tailored for every audience, said Contreras. By creating variations on ads with tailored messaging, it is possible to deliver customized, personable experiences for viewers that resonate more.
Sponsored by: MNTN