1. Begin Campaigns Early
As holiday shopping starts earlier each year, having campaigns live ahead of peak shopping days is crucial. Research shows:
46% of shoppers start holiday shopping by October.
25% start before Thanksgiving.
Action: Launch campaigns in late October or early November to build awareness and capitalize on early shoppers. This early presence increases brand recall and positions your product as a preferred option when consumers make purchasing decisions.
2. Audience Segmentation for Maximum Impact
Using first-party data from past campaigns and leveraging contextual AI tools, like SignalTap, allows brands to analyze audiences more granularly and target them with precision. Below is a breakdown of audience categories to consider, with tailored strategies and examples.Audience Targeting Breakdown:
A. Early Bird Shoppers
Characteristics: Consumers who begin shopping well before Thanksgiving, often budget-conscious or looking for the best deals.
Best Channels: Display ads, social media, and CTV.
Targeting Strategy:
Demographic: Primarily women aged 30-50, higher likelihood of having families, value-driven.
Creative: Emphasize exclusive, limited-time offers or early access to Black Friday discounts.
Example: A campaign for kitchen appliances showing a “Black Friday Preview” message for early access.
B. Last-Minute Shoppers
Characteristics: This group purchases closer to Black Friday or Thanksgiving, driven by urgency and looking for best last-minute deals.
Best Channels: Mobile ads, CTV, and location-based targeting (to reach them while near retail locations).
Targeting Strategy:
Demographic: Ages 18-35, diverse in income levels, preference for convenience.
Creative: Highlighting “only a few days left” or “limited stock” messaging to induce urgency.
Example: A last-minute electronics deal targeting 18-35 year-olds who browse on mobile with geo-targeted ads for nearby stores.
C. Deal Seekers & Bargain Hunters
Characteristics: Highly responsive to sales, discounts, and bundles. This audience compares prices heavily and waits for the lowest price point.
Best Channels: CTV, programmatic display, in-app ads.
Targeting Strategy:
Demographic: Middle-income individuals aged 25-45, mixed gender, value-conscious.
Creative: Flash sales, bundled offers, and “Black Friday Exclusive” messaging.
Example: Targeting budget-conscious families with a “Buy 1, Get 1 Free” offer on toys via in-app ads while they browse shopping apps.
D. High-Spending Consumers
Characteristics: This group is less price-sensitive, often looking for premium products and convenience. They value exclusivity and unique deals.
Best Channels: CTV, high-impact display, premium inventory on programmatic platforms.
Targeting Strategy:
Demographic: High-income households, ages 35-55, often dual-income, preference for luxury goods.
Creative: Emphasize premium product benefits, luxury branding, and exclusive early access to sales.
Example: A luxury electronics brand running CTV ads showcasing high-end product features targeting upscale households with a premium experience.
E. Gift Givers
Characteristics: Focused on buying gifts for others. Often look for gifts that align with personal interests of friends/family.
Best Channels: Display ads, CTV, in-app ads.
Targeting Strategy:
Demographic: Wide-ranging ages (25-65), income varies, family-focused.
Creative: Showcase products that are “perfect gifts,” with personalization options and holiday-themed packaging.
Example: A beauty brand promoting gift sets as “Holiday Gift Essentials” with targeting based on age and interests via programmatic display.
F. Tech Enthusiasts
Characteristics: These consumers are early adopters, highly interested in electronics, gaming, and gadgets.
Best Channels: Programmatic display, CTV, tech-focused websites, and in-app ads on gaming platforms.
Targeting Strategy:
Demographic: Primarily male, ages 18-40, middle to high income, tech-savvy.
Creative: Emphasize product features, limited-edition releases, and tech specifications.
Example: Running CTV ads that showcase the latest gaming console’s capabilities, targeted at young male consumers on tech streaming platforms.
3. Optimize Creative Assets for Each Segment
With audience insights established, your creatives should match the specific interests and preferences of each group. Implement:
Dynamic elements like countdowns for flash sales or limited-time offers to increase urgency.
Cross-platform consistency in visuals and messaging, ensuring that CTV ads, display ads, and mobile ads maintain cohesive branding.
4. Leverage Contextual Targeting and Data Analysis Tools
Given cookie deprecation, contextual targeting offers a privacy-safe, effective way to engage consumers:
SignalTap, Mavern Media’s AI-powered tool, can help analyze content contexts and optimize ad placements based on behavioral cues, improving ad relevance and performance.
Use real-time data to adjust campaign placements within related CTV content, reaching specific audience segments actively consuming relevant holiday content.
5. Real-Time Monitoring and Optimization
Real-time adjustments ensure that campaigns are optimized for the best-performing assets, reducing waste. With SignalTap’s real-time analytics, advertisers can:
A/B test ad variations based on audience response.
Identify optimal ad placements by analyzing viewer interaction patterns, maximizing impact without overwhelming the audience.
To illustrate the holiday season’s programmatic and CTV potential, here are two visualizations:
Early Campaign Engagement
A bar chart showing increased consumer interest in early holiday deals, with a breakdown by age demographic.
CTV Ad Spend Growth
A 3D pie chart highlighting ad spend allocation across different channels (CTV, in-app, display), showcasing the rise of CTV as a preferred platform for Thanksgiving and Black Friday campaigns.
Implementing these best practices with precise audience targeting will maximize the ROI of programmatic and CTV campaigns during Thanksgiving and Black Friday. With audiences engaging across multiple channels, a well-structured strategy paired with real-time optimization tools like SignalTap will keep brands competitive and resonate with holiday shoppers across every stage of the journey.
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