The transition from mid-December to January 1st may seem like a mere two-week shift on the calendar, but in the world of advertising, it represents a monumental turning point. This period, often referred to as "Q5," encapsulates the final weeks of December — a time when consumer behavior, spending habits and digital engagement reach their peak. For advertisers, this is not just another quarter; it's a golden opportunity to maximize revenue and solidify brand dominance.
Why Q5 matters
While the holiday season may officially end mid-late December, consumer spending doesn’t stop there. The weeks following the holidays are marked by continued purchasing activity as consumers take advantage of post-holiday sales, return gifts and make New Year's resolutions that involve buying products or services. This sustained spending creates a ripe environment for advertisers to engage with high-intent audiences.
The holiday break often translates into more leisure time for consumers, leading to increased media consumption. Whether it’s binge-watching tv shows, streaming movies, or engaging with digital content, consumers are more receptive to advertising messages during this period. This heightened media consumption provides advertisers with a unique opportunity to capture attention and drive engagement. In fact, Samsung Ads has seen 15% more time spent streaming in Q5 compared to the rest of December.
Samsung Ads’ advantage in the final stretch
December campaigns are the ideal time to reach consumers who are ready to buy, allowing marketers to compress the sales cycle. By leveraging Samsung Ads’ targeting and engagement tools, brands can guide audiences quickly from awareness to conversion.
Target late buyers with precision
Samsung Ads can help target high-intent buyers based on their actual retail behavior. Nearly 20% of holiday shoppers make their purchases in December, representing a critical opportunity to capture last-minute demand.
Samsung Smart TVs reach 50.4 million individuals aged 18+ who have spent $1,000 or more on internet, mobile and mail shopping, according to first-party data. With 70% of buyers getting holiday ideas from TV, Samsung Ads gives you the ability to use ACR and first-party data to find high-intent buyers across the Samsung ecosystem who have seen your or competitor ads but haven’t converted. Explore our Optimal Reach solutions to engage these consumers.
Leverage loyalty
Samsung TV Plus, our owned-and-operated free ad-supported TV (FAST) channel, delivers exceptional viewer retention, with 92% of first-time viewers continuing to watch beyond three months — far surpassing industry benchmarks for streaming platforms. This remarkable stickiness means your holiday campaigns don't just capture fleeting attention; they build lasting connections with engaged audiences who return month after month.
Future-proof your growth
Don't let your December campaigns end when the calendar flips: Use year-end pushes to build momentum that carries into 2026 and beyond. Late-season campaigns do more than capture last-minute holiday buyers; they establish crucial touchpoints with new audiences who become part of your customer base in the new year.
Expand your reach strategically by targeting procrastinating shoppers, convenience seekers and last-minute buyers who are actively discovering brands in December. Your product or service may be just what they’re looking for.
Finally, diversify your media mix with CTV ads that create lasting impressions. Native formats, such as First Screen Ads and Sponsored Rows, reach customers as soon as they power on their devices. Pairing these placements with mobile retargeting creates a cross- screen presence that keeps your brand top-of-mind as customers transition from holiday shopping mode to new year purchasing patterns.
The untapped opportunity of Q5 2025
As we approach Q5 2025, the untapped opportunity following the holidays becomes increasingly apparent. While Q5 and holidays may steal the spotlight with its festive fervor, smart marketers know that the real magic happens in the tail end of the year. This golden window offers several advantages including:
- Access to late-season buyers: By targeting December's high-intent, last-minute shoppers, brands can capture demand that competitors often miss.
- Open inventory: With the holiday rush behind them, advertising inventory opens up, providing more opportunities for brands to secure prime ad placements. This availability ensures that your campaigns can run smoothly without the constraints of peak season competition.
Act quickly, capture late-season demand
The end-of-year window isn’t just about last-minute sales — it’s about reaching consumers when they’re highly engaged and ready to act. Samsung Ads offers solutions that make it easier to activate campaigns quickly, using data-driven insights and creative templates to reduce setup time. By streamlining execution, you can focus on optimizing performance and reaching high-intent audiences while the opportunity is still hot.
Reach out to our team today to launch or optimize your Q5 efforts.