Five Tips for CTV Media Planning and Creative Teams to Prepare for the Holiday Shopping Season

As the holiday shopping season approaches, media planning and creative teams must prepare for one of the busiest times of the year. With events like Black Friday, Cyber Monday, Thanksgiving, and Christmas on the horizon, the competition for consumer attention is fierce. Connected TV (CTV) presents unique opportunities for engagement, but effective planning is key. Here are five tips for media buying teams who want to make the most of this exciting period.

1. Analyze Content and Channel Preferences

Understanding the content and channels your audience loves is crucial for effective holiday planning. Gather viewership data to pinpoint popular shows, genres, and platforms. For example, a recent study revealed that 70% of consumers prefer watching holiday-themed movies during the season. Use this insight to tailor your CTV strategy to align with consumer interests.

Engaging audiences with relatable content can increase viewer interaction significantly.

2. Leverage Dynamic Creative Solutions

While the creative you build will likely be able to capture the holiday spirit, consider adding dynamic Native CTV extensions powered by Slingshot to add a unique touch to your message. If your audience enjoys cooking shows, then share festive recipes, or if they're into the great outdoors then promote specific sales or promotions.

Furthermore, the holiday season brings about flash sales and limited-time offers. Dynamic creative overlays such as those powered by Aperture are essential for promoting these time-sensitive deals effectively. According to research, personalized advertising can lead to a 20% increase in conversion rates. By using data-driven insights, Origin can create dynamic, constantly updating ad overlays that adapt in real time based on viewer behavior.

This approach not only boosts engagement but also helps drive sales during peak shopping periods.

3. Implement Targeting Methodologies

Effective targeting is vital for reaching the right audience during the holiday season. Utilize advanced CTV advertising targeting options such as demographic, geographic, and behavioral targeting. For example, you might segment your audience based on shopping habits, current weather conditions and local seasonal events happening in their area.

If your analytics show that young professionals are shopping for high-tech gadgets, target promotions featuring the latest devices for them around Black Friday and Cyber Monday. Similarly, promote home décor items to families getting ready for Christmas gatherings, ensuring that your message ads speak directly to each group's interests.

4. Optimize for Cross-Device Engagement

As consumers increasingly switch between devices, optimizing for cross-device engagement is essential. Make sure your CTV campaigns work hand-in-hand with other digital channels like social media and email marketing.

Establish a consistent messaging strategy that reinforces your holiday promotions across all platforms. If a viewer sees a CTV ad for a holiday sale on their smart TV, they should also encounter corresponding messaging on their smartphones and via email. This cohesive approach can enhance brand recall and is known to increase click-through rates by up to 30%, encouraging conversions.

5. Plan for Measurement and Analytics

Finally, a robust measurement and analytics framework is crucial for evaluating the performance of your CTV campaigns. Set clear KPIs that align with your holiday objectives, including reach, engagement, and conversion rates.

Take advantage of analytics tools to monitor viewer interactions and campaign effectiveness in real-time. For instance, if data shows that viewers are interacting more with a certain kind of personalized ad extension or dynamic overlay, adjust your strategy on the fly. This insight will not only help you optimize ongoing efforts but also guide future holiday planning.

Wrapping Up the Season

The holiday shopping season is a prime opportunity for media planning and creative teams to utilize CTV effectively. By analyzing content preferences, leveraging dynamic creative solutions, employing targeted methodologies, optimizing for cross-device engagement, and planning for measurement, teams can create successful holiday campaigns.

Our advice - start planning now to connect with consumers in meaningful and engaging ways during this bustling season.

If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.

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ABOUT ORIGIN 

Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv