CTV Leading Holiday Sales

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CTV

📺 CTV’s Power in Holiday Ad Campaigns
^{Insights from EMARKETER}

As holiday shopping intensifies, Connected TV (CTV) offers a prime opportunity for brands to reach consumers. With U.S. consumers expected to spend over two hours daily on CTV in 2024, advertisers must leverage this growing medium to maximize their holiday campaigns.

The Scoop:

1. E-commerce Sales Growth: Holiday retail e-commerce sales are projected to grow by 9.5% this year, reaching $266.89 billion and 19.8% of total holiday retail sales.

2. Top Gift Categories: Fashion, including apparel, footwear, and accessories, remains resilient and is expected to lead in e-commerce sales, surpassing other categories like furniture and electronics.

3. CTV Fragmentation: The rise of AVOD, driven by platforms like Amazon Prime Video, will see a 9.8% increase in viewership, offering multiple avenues for advertisers to reach holiday shoppers.

4. Second-Screen Shopping: The growing trend of second-screen use allows 206.3 million U.S. consumers to research and purchase products they discover on CTV via their smartphones.

5. Shoppable CTV Ads: Innovations like shoppable CTV ads are streamlining the purchasing process, with 7% of U.S. adults already making purchases through these platforms, a number expected to grow as shoppable media becomes more prevalent.

Leveraging CTV’s growing reach and the increasing trend of second-screen shopping presents a significant opportunity for brands to enhance their holiday ad campaigns. Advertisers can effectively engage holiday shoppers and boost sales by capitalizing on e-commerce growth, targeting top-performing categories, and utilizing shoppable CTV innovations.

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HOLIDAY SEASON

🚀 Maximize Impact in a Shorter Holiday Shopping Season
^{Insights from Think With Google}

With a shorter holiday shopping season, brands face higher stakes to capture consumer attention. A revised strategy is essential to win on peak days and throughout the entire season. Understanding consumer mindsets—deliberate, deal-seeking, determined, and devoted—can guide you in connecting with shoppers effectively.

The Scoop:

1. Early and Selective Shoppers: Consumers are being more selective with their spending this year, with over 60% of Americans stating they can’t afford to make the wrong purchase, which has led 34% of shoppers to start holiday shopping by July 2024—a notable increase from last year. Additionally, 60% of U.S. consumers have abandoned a purchase due to overwhelming choices or excessive information. Brands must engage these deliberate and deal-seeking shoppers early, ensuring that promotions and product information are clear and accessible to foster confidence in purchasing decisions.

2. AI-Driven Personalization and Cross-Channel Strategies: Leveraging Google’s AI tools, brands can personalize shopper experiences across channels, including YouTube and Search. Athletic Propulsion Labs (APL) used AI during the 2023 holiday season to achieve a 20% growth in new customers and a 23% increase in revenue. Pairing YouTube ads with Search campaigns via Performance Max 

In this condensed holiday season, strategically connecting with early shoppers and using advanced tools like AI will be critical. Brands that focus on personalization and early engagement are more likely to capture consumer attention and drive growth, ensuring success in this high-stakes shopping period.

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