The end of the season in APAC is a golden window for brands, fueled by festive cheer, year-end discounts, and a surge in consumer spending power reported by 59% of the audience. This period offers the perfect opportunity to drive user acquisition with audiences actively seeking deals and exploring new brands. By seamlessly integrating channels, brands can present their holiday deals to the right audience in just the right way. This can help ensure a cohesive and engaging experience and boost key outcomes like brand awareness, conversions, and customer lifetime value, creating meaningful connections that truly resonate.

Video consumption naturally surges as families come together during this special time of year. With more leisure time for shared moments and personal streaming, people spend more hours enjoying content on their screens. This growing trend boosts engagement and solidifies CTV’s place in ad strategies, as brands look to forge emotional connections with their audiences. CTV enables targeting and captivating audiences with premium big-screen ads that emotionally resonate with their wants. 

Moreover, the holiday season calls for themed creatives that capture its spirit and help brands stand out amidst the noise of heavy targeting. By leveraging contextual targeting, brands can reach their target audience at just the right time with videos that perfectly align with their message, ensuring maximum impact. This approach taps into viewer sentiment, while also focusing on brand consistency and the type of content that resonates with them, ultimately strengthening the brand’s persona. Additionally, a unified ad strategy with well-timed exposures can create a sense of urgency, guiding consumers toward a seamless shopping experience on their mobile devices.

Retargeting the exact audience on mobile devices via programmatic and rich media innovations can further substantially boost conversion rates. Its dynamic ad formats, featuring interactive elements such as clickable ads, product carousels, and gamified experiences, allow brands to engage with audiences and easily generate leads. Also, they can craft tailored ads that resonate with audiences based on their preferences, and shopping behaviors. This approach reinforces brand recall while driving higher engagement and conversion rates, making it an effective way to capture the attention of holiday shoppers and guide them seamlessly from interest to purchase.

However, it is also important to remember that one size doesn’t fit all, making audience segmentation the key to delivering tailored ads that speak directly to consumers’ interests, behaviors, and purchasing patterns. Studies also justify it and reflect the diverse spending habits across generations wherein Gen Z and Millennials often embrace self-gifting and investing in memorable experiences. Meanwhile, Gen X and Baby Boomers lean towards practical gifts such as thoughtful gift cards. These dynamics contribute to crafting a meaningful holiday campaign that aligns with buyer interests and creates a deeper connection by presenting ads that resonate emotionally. Here, placements play a crucial role in reaching the right people at the right time and by using A/B testing to fine-tune ad placements, brands can ensure they meet their audience where it matters most and optimize the entire campaign for the best possible results.

So as the holiday season unfolds, a unified strategy combining CTV’s storytelling power and rich media’s interactive brilliance can ensure brands capture the hearts and carts of APAC shoppers. By aligning emotional resonance with precision targeting, brands can transform fleeting holiday moments into lasting customer connections, wrapping up the season with success and joy.

Written By – Edo Fernando, Country Head Indonesia, Xapads Media