The holiday season is practically here. We’ve shared a lot of different targeting strategies that will work well during this retail season, but one of the most important tactics to leverage is connected TV (CTV). CTV has been making waves in the industry and has proven to be an excellent way to get your targeted ads on the big screen throughout the holidays.
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What CTV brings to the table
Last year, connected TV continued to set records for building brand awareness and eliciting direct-response through advertising. And with the total US holiday retail sales for 2021 set to surpass $1 trillion, and e-commerce sales increasing 11.3% reaching $206.88 billion, connected TV provides a huge opportunity to get in front of your target audience and stay top of mind throughout the booming holiday season.
Connected TV video streaming time has almost doubled since last year. With over 183 million people in the US alone consuming content on CTV devices, it’s become more clear than ever that marketers need to have CTV ads as a part of their holiday strategy.
CTV advertising has become a cornerstone of media strategy. It provides immediate value towards building brand recognition during the holiday season while providing highly targeted audience segments, options for cross-device tracking, and retargeting capabilities.
Start early (Now!)
Catch early-bird shoppers this year while preemptively avoiding anticipated shipping delays once the holiday season ramps up. Supply chains have still not fully recovered from the effects of the pandemic, so starting your campaigns earlier can help save you headaches later on while reaching the increasing amount of holiday shoppers that start early.
Early touchpoints will pay off as the holiday shopping season gets underway. Starting earlier gives you an opportunity to boost regular site traffic and conversions while prospecting valuable users and building retargeting groups to leverage later on.
CTV holiday deals
As temperatures start to drop, people are getting ready to dive into the holiday spirit with classic winter movies and the seasonal flicks that run on Lifetime and the Hallmark Channel. Connected TV provides an opportunity to display ads on particular networks and reach highly targeted and engaged audiences through private marketplace deals.
We’ve rounded up a few of our favorite connected TV deals below.
Cross-device retargeting
We know that holiday shoppers are using and interacting with multiple screens to do their holiday shopping, so it’s important to establish your presence across all the screens shoppers are interacting with. Building a strategy with CTV provides you an opportunity to build cross-device targeting and track conversions from the big screen to the point of sale.
With connected TV at the heart of your strategy, you’re able to know who is watching your CTV ads so you can start retargeting them on their other devices. This helps you take the viewer from a brand-building message on CTV straight to relevant and actionable messaging on another device. Connected TV helps drive a curated experience that moves shoppers along the customer journey. Retargeting from CTV outperforms display-only retargeting campaigns, hands down.
Pace your budget to finish strong
Consider if your budgets will continue winning throughout the holiday season as competitors start heavily bidding on the same inventory. As the holidays wear on, check to see if you should increase your ad spend as more advertisers crank up their bids—especially in the weeks leading up to Black Friday and Cyber Monday.
The strategies you’ve used in past years won’t cut it alone anymore. CTV is a driving force in the marketing landscape, especially during one of the most competitive advertising seasons of the year. If you’re ready to start planning your connected TV strategy, contact a Choozle Account Manager today.
About the author:
Zack Rosse is a Content Specialist at Choozle – Easy Digital Advertising®. Always learning and connecting the dots, Zack helps translate some of the tougher answers to simple questions marketers ask themselves. Outside of the office, Zack loves hunting for old vinyl to add to his collection and picking up garbage on his favorite walking trails.
