How US Marketers Are Strategizing for the Upcoming Holiday Season

Understanding the Current Landscape for Holiday Marketing

As the holiday season approaches, there's a noticeable shift in how U.S. marketers plan their strategies, especially as revealed in TripleLift's new report on retail media. The guide emphasizes the increasing readiness among marketers while pointing out several challenges that could hinder successful execution.

Key Findings from the Report

According to the findings published by TripleLift, a leading Creative SSP, 63% of marketers in the U.S. are planning to boost their off-site advertising expenditures in preparation for the holiday season. However, there is a catch—many of these marketers feel underprepared when it comes to executing these campaigns effectively. Nearly half of them lack access to advanced creative technology, which is crucial for deploying quality off-site advertisements. This lack of resources signals potential issues with campaign execution as the holidays draw closer.

Timing is Key

In the current climate, strategic planning is essential. Prime Day, the massive shopping event organized by Amazon, is happening soon and represents a crucial window for marketers to refine their budget allocations and advertising strategies. While many marketers recognize this opportunity, around four in ten struggle to accurately predict consumer behaviors and trends during key shopping periods. This further exacerbates the need for thorough preparation in advance of the holiday retail rush.

Ed Dinichert, Chief Revenue Officer at TripleLift, emphasized, "The timing of holiday marketing efforts is shifting dramatically. With so many brands relying on holiday sales to boost annual revenue—sometimes up to 40%—an early and well-coordinated strategy is crucial for achieving exceptional results this Q4."

Strategic Phases for Holiday Planning

The report outlines several strategic phases marketers should consider:
1. Early Phase (September-October): Utilize this window to implement shopper segmentation strategies—77% of marketers agree it’s the perfect time to raise brand awareness through educational content and gift guides.
2. Peak Phase (November): This phase sees budget increments as high as 74% during events like Black Friday/Cyber Monday, pushing marketers to adopt urgency messaging that appeals to eager deal-seekers.
3. Last-Minute Phase (December): As the holiday rush accelerates, 76% of marketers plan to ramp up spending. The focus should be on convenience, emphasizing shipping deadlines and last-minute buying options.

Enhancing Campaign Effectiveness

The guide emphasizes that understanding audience targeting and refining messaging strategies are critical to driving effective campaigns. For instance, 74% of marketers find that holiday-specific creative strategies and A/B testing significantly enhance performance metrics. Additionally, seasonal shopper targeting strategies are a top priority for many.

The Creative Technology Advantage

Interestingly, the report shifts focus to the competitive edge afforded by creative technology. Metrics reveal that formats like online video (84%) and native advertising (83%) considerably outperform traditional display ads and Connected TV ads, suggesting a growing importance of engaging and adaptable storytelling.

Post-Holiday Strategy

What's more, the value of holiday retail advertising extends far beyond the season itself. Marketers must develop strategies to maintain engagement post-holidays, especially since a quarter of them plan to reduce spending in the January-March period. Key insights gained during the holiday phase are invaluable for informing long-term strategies and retaining customer interest.

Conclusion

As we head into a crucial revenue-generating time, retailers must arm themselves with the right tools and knowledge. With the rapid evolution of consumer behavior shaping marketing strategies, understanding and adapting to these changes will determine success in the coming months. Each marketer must find ways to inject creativity and strategic foresight into their holiday campaigns, ensuring they don’t just survive the season, but thrive.

This report illustrates the growing necessity for brands to adopt a proactive strategy in retail media as a means to navigate the increasingly competitive landscape and deliver stellar results. As such, organizations like TripleLift play a crucial role in providing the backbone for these creative and strategic efforts.