During the holiday rush, outcomes are what separate the spenders from the performers. Be sure your holiday ad campaigns are ready to deliver. By the end of October, marketers lock 97% of holiday advertising budgets and are already optimizing high-performance campaigns. Now is the time to activate campaigns that outperform the competition and are ready to meet your Q4 goals. Here is your CTV holiday campaign playbook.
What holiday shoppers want right now
Holiday shopping is happening earlier and faster than ever. PwC reports that consumers spend 80% of their holiday budgets by Cyber Monday, while McKinsey finds that only 11% start shopping during Cyber Five, meaning most begin well before then. In fact, 37% of Millennials start before October, so if your campaigns aren’t already live, you’re missing prime opportunities to influence their decisions.
Samsung Ads' first-party research shows how key behaviors are evolving and how that can inform your strategy:
- 70% get holiday ideas from TV ads — use CTV as a performance drive to build early consideration
- 65% prefer interactive ads that let them explore — incorporate new ad formats to stand out
- 74% say discounts are the top driver of purchase — message accordingly
- 71% move from TV inspiration to mobile purchase — consider a cross-screen strategy with TV and Mobile
Campaign success hinges on being where customers are discovering and converting, in the moment with the right intent.
Proof in action
Expanding your reach is a universal holiday challenge for brands. When a home improvement retailer needed to solve this problem fast — and during a peak shopping season — they partnered with Samsung Ads. By applying our full-funnel suite of solutions, they were able to quickly create an omnichannel, action-oriented strategy, reaching DIY enthusiasts at scale driving engagement and increased traffic to the retailer’s website. The results:
- 96% video completion rate
- +19% lift in unaided ad awareness among the target age segment
- +46% of incremental viewers exclusive to CTV
- +9% incremental reach beyond linear efforts
The Samsung Ads advantage
Win the battle for attention with strategies that help you reach untapped audiences, dominate premium placements and drive measurable conversions.
1. Precision at scale
Reach new customers and counter your competition using Samsung Ads ACR data and AI-powered solutions to identify and target audiences your campaigns have missed. Samsung proprietary data from the Optimal Reach Report shows TV ad buys only reach 60% of their target audience - don’t let 40% of your budget go to waste. Grow your share of voice (SOV), eliminate wasted spend and drive new customer acquisition.
2. Influence that drives discovery and action
Connect with buyers the moment they turn on the TV at the heightened moment of discovery. Reach a potential 188 million viewers and choose from a variety of native placements, backed by Samsung data to ensure you are reaching viewers you cannot reach elsewhere who don’t watch ad-supported content.
- Stand out at first sight: Capture attention with highly viewable placements as soon as the TV is turned on.
- Be discovered: Sponsored row placements are featured where viewers are exploring what to watch next, keeping your brand part of the discovery journey.
- Drive awareness that sticks: Immersive mastheads put your brand front and center when shoppers are most open to inspiration.
3. Engagement that converts
Connect CTV campaign engagement to mobile, tablet or website actions. Drive shoppers to your website when they’re ready to buy and maximize return on ad spend (ROAS). Samsung Ads solutions like Creative Canvas make it easy to launch CTV campaigns with QR code interactivity, built-in attribution and AI optimization that drive measurable results.
4. ROI you can prove
Measure the full impact of your campaigns from ad exposure to conversion across Samsung devices. Samsung Ads leverages our hardware ecosystem and proprietary data to create a closed-loop attribution system with insights on what’s working and what to scale. In a fragmented, AI-driven landscape, integrated data helps you see what’s really driving performance and where to focus next. With a full view of the customer journey, advertisers can invest in the channels and audiences that deliver ROI, ultimately reducing wasted impressions and maximizing every dollar spent.
It's time to make your move.
Holiday shopping has a distinct sequence, with many shoppers starting their window-shopping or actual buying now. Be where your customers are as they research products, build shopping carts and buy gifts. Make your move with CTV ads, ACR data and AI optimization to outperform your competitors and own the glass all season.
