Believe it or not, it’s already time for marketers to put their holiday campaigns in motion. We’ve gathered three takeaways that you can use to kickstart your performance based CTV/OTT holiday campaign.
- Why CTV/OTT is a channel your holiday campaign cannot ignore
- How to build your holiday campaign strategy
- How to execute effective holiday creative
Capitalize on extra time spent with CTV/OTT and holiday programming
CTV/OTT advertising can capture more eyes during the holiday season. Non-linear sources now make up over 50% of time spent watching TV. Viewers have made CTV/OTT the largest slice of the pie (77%). Brands are realizing that CTV/OTT offers everything other digital channels do, plus benefits from its immersive viewing experience.
With 65% of US consumers tuning into holiday programming, CTV/OTT and holiday programming overlap to create a perfect channel to reach the right audiences with the most impact. This channel’s immersive nature can help storytelling resonate better with viewers. It creates a more memorable experience than slapping messaging onto a static image.
CTV/OTT is the ideal performance marketing channel to take advantage of the biggest content consumption time of the year. The next step? Build a holiday campaign strategy that engages shoppers effectively.
Leave time for testing
Marketers report that they start their holiday ad campaigns before October. 31.4% launch in September or earlier.
It’s an excellent idea for marketers to start their CTV/OTT campaigns as early as possible. We always recommend testing various kinds of targeting tactics and starting broad so that you can learn more about who is engaging with you and you can learn from your audience.
A few targeting tactics our customers like to deploy, include:
- Behavioral targeting: to reach potential customers who have shown interest in similar products
- Interest-based targeting: to target people based on their interests, hobbies, or activities related to the holiday season
- Affinity targeting: to target people who are attracted to similar brands
Performance based CTV/OTT isn’t just about targeting the right audience. Another benefit is its measurability. Our performance based platform allows us to track ad exposure through 1:1 conversions, calculate second screen response rate and much more. The best advice we would give marketers is, “Make sure to ensure your CTV/OTT partner is focusing on your KPIs more than they’re focusing on their own.”
Use storytelling to enhance holiday creative
Most marketers admit their biggest challenge is standing out from their competition. CTV/OTT’s immersive and captivating nature sets it apart from other digital channels. This means that compelling creative is what will set you apart from your competition.
Among best practices for CTV/OTT creative during the holiday season, three standouts include:
- Weave in the magic of the holidays during its limited time period
- Make sure to include a clear Call to Action
- Captivate your audience through storytelling
If marketers don’t know where to start with their creative, we recommend considering the question: “Why do audiences love my brand?”
To learn more about how to build a Performance Based CTV/OTT holiday campaign strategy and how to measure its success, reach out today to speak to one of our Digital Marketing Consultants, let’s explore how we can help supercharge your holiday sales.
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