Standing Out During the Holiday Season Through Advertising

The holiday season is crucial for businesses to capture consumer attention, but the challenge is to stand out amid the sea of promotions and campaigns. While inflation and spending may be a concern for many, it’s forecasted that the average consumer will buy more this year, and holiday retail sales will likely increase between 2.3% and 3.3% this year. At Optimum Media, we believe that strategic multiscreen advertising can help small businesses differentiate themselves effectively throughout the holiday season and beyond.  

Timing Is Everything in Holiday Advertising

Every year, the holiday spirit seems to arrive earlier in stores and online. The truth is, over 40% of shoppers start their holiday shopping well before Black Friday. If you haven't already begun your holiday advertising, you may find yourself lagging behind your competition. Being proactive and starting early can give you a head start in the race for consumer attention.

Connect Through Video Storytelling

During the holidays, consumers look for meaningful and memorable experiences. Video storytelling is an impactful way to connect with viewers. Focus on creating heartwarming, festive content that emotionally resonates with your target audience. Highlight your local roots or commitment to the community and how your products or services add value during the holidays through gifting or making the season more enjoyable. This type of messaging can resonate deeply with shoppers who want to support local businesses during the holidays.

A Seamless Cross-Device Experience

As consumers use multiple devices throughout the day, effective advertising also requires various touchpoints. While television provides an extensive reach and leads in advertising response, you should extend the impact of your commercials by repurposing them for digital platforms like social media, YouTube, and mobile apps.

Since most adults have a mobile device that is never far out of arm’s reach, mobile shopping is on the rise. Fifty-three percent of online sales are projected to be done on mobile phones instead of desktop or laptop computers during the 2024 holiday season. Consider using mobile-specific ad formats, such as AdMessenger, to connect with shoppers on the go.

AdMessenger ads engage users with interactive tap-to-functions that mimic native smartphone capabilities and include clear calls-to-action. For example, “tap-to-map” can direct users to your storefront, while “add-to-calendar” directly adds events, promotions, or reminders to users’ calendars. This real-time engagement can drive immediate actions, whether purchasing, visiting a website, or attending an event.

When it comes to TV, placing your brand alongside popular holiday content on cable and streaming networks like Hallmark’s “Countdown to Christmas,” Lifetime’s “It’s a Wonderful Lifetime,” and Freeform’s “25 Days of Christmas” provides a steady flow of festive programming from mid-November through Christmas, consistently drawing loyal viewers year after year. However, regardless of the programming, we can help create a cohesive and impactful television advertising strategy that includes cable, streaming, and YouTube to reach your audience on the big screen whenever they consume content.   

Leverage Data to Target Holiday Shoppers

Data-driven advertising is critical to reaching the right audience with your message. Holiday campaigns are a perfect time to leverage first-party data, and our industry-leading data list match means we excel at reaching key audiences. In addition, our experts can analyze your previous holiday seasons to identify trends and behaviors in your target market.

Not every shopper will make a purchase during their first visit to your website or store, which is why retargeting is crucial during the holiday season. Retargeting ads can remind shoppers of the items they viewed, offer special discounts, and highlight your products and services. This strategy keeps your business top of mind and encourages shoppers to return and complete their purchases.

Beyond the Holiday

Strategic advertising is the key to competing successfully during the holiday season. By telling your unique story, properly targeting your advertising, and creating engaging, interactive experiences, you can capture the attention of holiday shoppers and drive sales. However, don’t let your holiday advertising end on December 25th. Strategic multiscreen advertising, like what we offer at Optimum Media, isn’t just about boosting sales during the holidays — it’s about creating memorable experiences that keep customers returning long after the decorations come down.