As the 2024 holiday season approaches, leveraging Connected TV (CTV) is more critical than ever for advertisers. With more consumers cutting the cord and relying entirely on streaming platforms, CTV has become one of the most powerful tools for brands looking to connect with holiday shoppers. U.S. consumers are now heavily engaged with streaming content, with many moving away from traditional TV altogether.
This shift has made CTV indispensable, especially during high-engagement periods like the holiday season.
Why CTV is Key for 2024 Holiday Campaigns
CTV offers brands an unprecedented full-funnel advertising solution. Consumers are not just passively watching; they are actively engaging—often with a second screen in hand. During the holiday season, when shoppers are ready to make purchases, CTV provides an opportunity for brands to place ads in front of a captive, action-ready audience. As holiday viewers binge their favorite shows, they’re just a QR code scan or a click away from purchasing.
Origin’s Slingshot technology takes full advantage of this by offering real-time flexibility, allowing advertisers to adjust creative based on campaign performance and audience behavior. For example, if you need to switch from promoting early-season discounts to highlighting last-minute shipping options, Origin’s platform lets you make those changes without producing new creative assets. This flexibility is vital in an environment where consumer behavior can shift rapidly during the holidays.
Personalization and Precision Targeting
One of CTV’s standout features is its ability to offer precise audience segmentation. Advertisers can target by demographics, behavior, and even geolocation, ensuring that every ad feels personalized and relevant to the viewer. This is especially important during the holiday season when consumers expect tailored experiences that speak directly to their needs.
Origin’s platform enhances this by allowing brands to integrate first-party data into their campaigns, making ad experiences more engaging. Whether you use shoppable QR codes to direct viewers to product pages or deploy localized ads highlighting nearby store availability, Origin ensures that each interaction with your brand is optimized for conversion.
Getting Ahead with Early Planning
Holiday shopping now starts earlier than ever. Events like Amazon’s October Prime Day have shifted consumer behavior, with nearly 60% of holiday shoppers beginning their browsing and purchasing before November. Brands that don’t plan ahead risk missing out on capturing these early shoppers. By using programmatic CTV, Origin allows advertisers to launch campaigns quickly, monitor performance in real-time, and adapt as needed to maximize engagement throughout the extended holiday shopping period.
The ability to adjust in real-time is a game changer for advertisers. Whether it’s responding to sudden increases in political ad spend or capitalizing on viral trends, Origin’s Slingshot technology ensures that your ads are always relevant, timely, and engaging.
Capturing Last-Minute Shoppers
Even though holiday shopping is starting earlier, last-minute buyers will always be part of the equation. These shoppers are looking for convenience, and CTV gives brands a way to reach them with time-sensitive offers, such as overnight shipping or in-store pickup. By emphasizing quick fulfillment options, brands can win over these procrastinators when time is running out.
Measuring Success and Optimizing Performance
One of CTV’s biggest advantages is its ability to provide detailed performance tracking, giving advertisers the data they need to optimize their campaigns. Origin’s Slingshot technology allows advertisers to track metrics like second-screen traffic, conversion rates, and the halo effect of their CTV ads on other channels. By continuously monitoring these KPIs, brands can make adjustments in real time, ensuring that their holiday campaigns deliver maximum impact.
Conclusion: The Future of Holiday Advertising
As the holiday shopping season continues to expand and evolve, CTV will be a key tool for brands looking to reach consumers where they are most engaged. Origin’s Slingshot technology offers the flexibility, precision, and performance tracking necessary to stay competitive in this dynamic environment. Whether your goal is to boost early-season sales or capture last-minute shoppers, Origin provides the tools to ensure your brand remains top-of-mind throughout the holiday season.
Prepare now, adapt in real-time, and maximize your holiday impact with Origin’s CTV solutions.
To book a personal demo or consult with an Origin specialist about CTV marketing this coming winter - click here.
Origin is an award-winning Creative Technology company whose zero code CTV ad formats enable marketers to deliver dynamic and responsive ad experiences in the living room and outside the home.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s off-the-shelf and custom solutions are trusted by agencies, brands, creative teams and programmatic platforms who want the ads they run to get the attention, engagement and outcomes they deserve.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that to win a viewer today, we must look beyond how it was done yesterday.
Learn more at: originmedia.tv
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