The festive season is almost here and so are the major online sales that most, shoppers proactively wait for the best deals and plan their purchases in advance. This is expected to draw a substantial 47% rise in the average budget for the festive season as per a recent 2024 festive report and suggests unparalleled growth opportunities for brands. However, in the past few months, CTV has also become a major touchpoint to influence users and adhering to  Google data revealing that 80% of shoppers discover sale deals through video content, it is just the platform every brand needs for this festive sale. 

By leveraging CTV, you place your brand front and center where consumers are most engaged during the holidays — right from the comfort of their couches. This increases the likelihood of prospective consumers discovering your brand while enjoying their favorite content and creates consideration. 

How CTV Shapes Modern Festive Season Trends

CTV ad spending is projected to follow an upward trajectory with an estimated ad spend of 133 Million US dollars in 2024 that is expected to rise up to 395 Million US dollars by 2027(Statista). This expanding reign driven by increased consumer consideration and advanced targeting capabilities stations it as a critical platform in shaping festive season trends. Here, the following can help brands set the stage to achieve complete campaign optimization. 

a) Maximize Exposure with Compelling Video Storytelling

Google describes, today’s consumers are “deliberate, determined, and discerning” and to capture these mindsets, brands need to craft engaging, tailored video stories that connect with individual segments on a deeper level. Video ads convey stories that catch viewer interest while offering an immersive way to highlight brands’ USPs via ads that seamlessly transition into their ongoing streaming experiences. By adding CTV as a touchpoint here they increase presence which is important, especially during festive sales. This is thanks to first-page access that instantly boosts brand visibility and recalls, amplifying overall brand exposure by connecting with the untapped audiences on CTV. 

b) Know Your Festive Consumers

Capitalize on the festival-related upswing in shopping and redirect the attention of a significant audience segment toward your brand offering with unified CTV platforms. It provides a hassle-free, one-stop solution to manage and optimize campaigns across various channels, including OEMs, FAST channels, CTV apps, and streaming devices. So, brands can freely tap into their preferred platforms and deliver ad messages tailored to consumers’ specific needs with the help of advanced targeting parameters such as user affinity, device type, content genre, interest areas, demographics, geographic location, and even resolution preferences. Additionally, A/B testing optimizes ad placements by targeting where they will be most impactful, ensuring ads reach the right audience and drive the desired outcomes for the campaign. This approach enhances performance by refining strategies based on real-time feedback, improving engagement and results.

c) Beat Competitors with a Festive Media Mix 

This festive season, amplify your brand’s presence with a cross-channel integrated CTV advertising strategy. By maintaining brand consistency across various platforms, you can reinforce your brand identity and message recall among consumers. Even more, it allows you to complete the ad funnel by engaging the audience via mobile ads and redirecting them to the product page. Brands can also set ad frequency to avoid ad fatigue while securing brand lift in consumer perception. Everything is under a brand-safe umbrella where ads are associated with only high-quality content under premium inventory ad placement. So, now is the time to show your ad magic and make this festive sale a win for your brand. 

Embracing the Future of Festive Advertising

As we look to the future, it’s clear that “The key to festive success lies in delivering a message that resonates where consumers are most present, making every ad a part of their joyful celebration.”

By staying ahead of these trends and adapting to the ever-changing landscape with real-time monitoring, brands can create memorable, impactful campaigns that not only meet but exceed consumer expectations, making each festive season a triumph of innovation and connection.

Written By – Vishal Singh, Country Head India – Xapads Media