If you’re not already working on your holiday marketing strategy by the time fireworks light up the sky on July 4th, you’re already behind. Gone are the days when Black Friday was the starting line for holiday shopping. Now, we’ve got October Prime Days and Halloween promotions that are practically the new Thanksgiving. If you’re not adapting, your brand is going to get crushed under the weight of early bird shoppers, and worse, competitors who get it.
Here’s the deal: brands that aren’t pushing into Connected TV (CTV) for their holiday campaigns are not just losing opportunities—they’re becoming irrelevant. More consumers are streaming content, cutting the cord, and spending hours in front of their connected screens. And it’s not just idle viewing—U.S. consumers are projected to spend over two hours a day on CTV this holiday season. In short, if you’re not there with them, you’ve already missed your first shot.
Why CTV Is the Must-Have Weapon for the Holidays
CTV is no longer just a side hustle for advertisers. It’s a full-funnel performance beast, and if you’re not integrating it into your strategy, you’re leaving massive gaps in your campaign. Think of CTV as the bridge between the emotional engagement of traditional TV and the precision of digital. You get the immersive storytelling of a holiday commercial with the data-driven targeting that makes every impression count.
With household IP targeting and audience segmentation, you can hyper-focus on consumer preferences, behavioral patterns, and even geolocation. This isn’t just throwing spaghetti at the wall—you’re targeting the people who are actually ready to buy, with the perfect message at the perfect time. Matt Voda from OptiMine nailed it when he said, “The beauty of CTV is that brands can now track the entire customer journey, from seeing an ad on TV to purchasing a product online.”
The Second Screen Experience: Instant Sales
Here’s where it gets even better: 65% of CTV viewers are on their phones while watching TV. That means that not only are they seeing your ad, but they’re ready to engage with it right then and there. By integrating QR codes into your ads and setting up cross-device retargeting, you can turn passive watchers into active buyers without any extra steps. It’s the ultimate frictionless experience, and if you’re not capitalizing on it, your competitors certainly are.
Michael Beach of Cross Screen Media says it best: “The ability to seamlessly transition from seeing a product on TV to learning about it on a phone—without friction—is critical for driving conversions this holiday season.” QR codes and second-screen interactions are the future, especially as holiday shoppers look for quick and easy ways to check out without getting off their couches.
Target the Procrastinators—They’re Still Out There
Despite the early shopping trends, last-minute buyers aren’t going anywhere. There will always be those holiday panic shoppers, scrambling to get something before the big day. CTV gives you the chance to target these shoppers with time-sensitive offers—think overnight shipping or in-store pickup. When you give them what they need in their moment of urgency, they’ll choose you over competitors who aren’t ready to adapt to their needs.
John Nardone, CEO of Flashtalking, has it figured out: “For last-minute shoppers, it’s all about offering convenience. The easier you make it for them to complete their purchase, the more likely they are to choose your brand over someone else’s.” So, make it easy. Use CTV to remind them you’re there with a solution when time is running out.
Why 2024 Is a Critical Year for CTV
This year is shaping up to be one of the most competitive holiday seasons yet. With political ads competing for airtime and driving up costs, your CTV strategy has to be sharper than ever. Brands that don’t leverage flexible, performance-driven CTV campaigns are setting themselves up for disappointment. The days of relying on cookie-based tracking are ending, and CTV’s privacy-friendly first-party data is the next frontier.
Here’s the harsh reality: if your campaign is still stuck in the traditional advertising mold, you’re losing the game before it even starts. The key to survival in 2024 is agility, personalization, and omnipresence. CTV is your way to stay in front of shoppers, whether they’re binging Netflix, scrolling TikTok, or texting about last-minute gifts.
Wrapping It Up with Origin’s Slingshot
So, what’s the next step? Enter Origin’s Slingshot technology—the tool that gives you the ability to dynamically update ads in real-time. Imagine switching from a Black Friday deal to a last-minute Christmas promotion with just a few clicks, all without creating new creative assets. This kind of flexibility is game-changing for brands that need to pivot quickly in a season full of unpredictable shifts in consumer behavior.
Slingshot allows you to target different customer segments, adjust for real-time performance, and ensure you’re always hitting the right audience with the right message. Whether you’re promoting early-bird discounts or last-minute shipping options, Slingshot gives you the edge to stay ahead of the pack. As the holiday rush reaches its peak, the brands that thrive will be the ones that can adapt, optimize, and execute with speed—and Origin’s Slingshot makes that possible.
In conclusion, don’t just compete this holiday season—dominate. If you’re still on the fence about CTV, consider this: when was the last time a radio ad made someone jump off the couch and rush to your store? This year, it’s all about reaching consumers where they’re most engaged—on their screens. Stay bold, stay curious, and get ready to own the holidays with CTV and Origin.
