The holiday 2024 programmatic advertising season is here, bringing brands a unique opportunity to connect with shoppers during the most wonderful (and busiest) time of the year! But in 2024, there’s a twist: a shorter shopping season, with just four weeks between Black Friday and Christmas, and the added backdrop of a presidential election. This means brands need to cut through the holiday noise with a sleigh full of strategic moves.
Cue holiday 2024 programmatic advertising—the powerful tool that delivers your brand’s message precisely where it needs to go, reaching consumers at every step of their holiday journey. Ready to make this your best holiday season yet? Let’s dive into a programmatic strategy that will make your brand shine.
How to Sleigh Your Holiday 2024 Programmatic Advertising Strategy
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Reach Audiences Early Across Multiple Channels
As holiday shoppers start their journey early, with 65% researching gifts and 56% beginning purchases before Thanksgiving¹, brands have an opportunity to engage them well in advance of the busiest days. And with 76% of consumer time spent on the open internet (compared to only 24% on social media²), The Trade Desk platform makes it easy to reach audiences beyond traditional social channels. By tapping into a mix of CTV, online video, audio, and display, you can ensure your brand is consistently visible across the channels where holiday consumers are most engaged, making it easier to capture attention early in their shopping journey.
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Connect with Relevant Audiences Using Data-Driven Targeting
Reaching the right audience is crucial for maximizing ad spend during the holidays. The Trade Desk’s platform combines the power of your first-party data with rich insights from retail data partnerships like Walmart Connect. By integrating these data sources, you can create highly targeted segments based on in-market behaviors, past purchases, and seasonal interests. This data-driven targeting allows brands to zero in on holiday shoppers who are actively in the market, improving the chances of conversion and reducing wasted impressions.
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Build a Seamless Omnichannel Experience
Holiday shoppers are increasingly finding ads helpful along their journey, with 83% reporting that ads provide value³ as they explore options across different channels. The Trade Desk’s omnichannel capabilities enable brands to maintain a consistent presence across Connected TV, audio, video, and display. With Unified ID 2.0, The Trade Desk helps you securely match user data across platforms and devices, allowing for a cohesive experience that doesn’t rely on cookies. This unified approach keeps your brand top-of-mind as shoppers move across channels, creating a more memorable and engaging experience.
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Track the Complete Customer Journey, from Online to In-Store
As consumers divide their shopping time between online and in-store experiences, understanding the impact of your campaigns across both is key. The Trade Desk’s measurement marketplace offers tools to track customer journeys from digital interactions to offline actions, including foot traffic, in-store sales lift, and online-to-offline conversions. By connecting the dots across these touchpoints, brands can gain a comprehensive view of campaign performance, making it easier to understand which channels and messages are driving holiday sales.
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Optimize in Real-Time for Maximum Impact
During the fast-paced holiday season, the ability to adjust campaigns based on performance insights can be a game-changer. The Trade Desk’s platform offers predictive clearing and frequency capping features that help manage budgets effectively by minimizing overexposure and optimizing bids in real time. With continuous performance analysis, The Trade Desk enables you to reallocate budget to the highest-performing channels and audiences, ensuring your message reaches the right people without overspending.
Prepare for Holiday 2024 Programmatic Advertising Success with Ventura Growth and The Trade Desk
By leveraging The Trade Desk’s programmatic capabilities, you can build a data-driven holiday strategy that drives real, measurable results. With Ventura Growth as your partner, you gain access to the expertise and insights needed to capitalize on every opportunity the holiday season has to offer. Ready to make this season your most impactful yet? Connect with us to start planning your Holiday 2024 Programmatic Advertising.
Sources:
- The Trade Desk Intelligence & Appinio. (2024). Holiday Shopping Research, USA.
- GWI. (2023). Gift Giver Audience, USA.
- The Trade Desk. (2024). It’s time to start planning your holiday advertising strategy.
