The holiday season is just around the corner, and in the world of advertising, that means it’s time to deck the digital halls with your best ads. But there’s a secret to getting the most out of holiday advertising that often gets overlooked: starting your programmatic ads early.
Think of it like holiday shopping—those who start early snag the best deals, while last-minute folks often pay a premium. In digital advertising, it’s no different. Programmatic ads are a streamlined way to bid on ad space in real time, automatically putting your brand where it will be best received.
Starting early lets you get a jump on rising costs, prime placements, and eager holiday shoppers who are already browsing well before December. Your brand will be in the perfect spot to catch shoppers’ attention before the festive noise hits its peak.
Learn the top reasons to start your holiday campaign with programmatic advertising platforms now and make this season your best yet!
Why the Holiday Season Is So Critical for Advertisers
The holiday season is a unique, intense, and potentially lucrative time for advertisers. With consumers in a buying mindset, ad space in demand, and brand competition fiercer than ever, the stakes are high.
Here’s why this season holds so much value for advertisers and why launching early can give you a significant edge.
Holiday Shopping Frenzy: Consumers Are Ready to Buy
There’s something about the holiday season that turns even casual browsers into enthusiastic buyers. People are on a mission to find the perfect gifts, take advantage of seasonal deals, and stock up on holiday essentials.
Consumers are ready to spend—and they’re increasingly looking online to do so. In fact, e-commerce sales often see a substantial boost during this period, as convenience and access to holiday deals become primary factors in shopping choices.
Because of the spending mindset, brands have a unique opportunity to engage consumers who are more likely to convert. A well-timed, targeted ad can capture attention when people are actively looking to buy, making holiday campaigns especially effective.
Intense Competition: Ad Space Becomes Pricier
With shoppers eager to buy, it’s no surprise that advertisers rush to get their brands front and center, leading to fierce competition for ad space. The demand drives up costs, especially for popular ad placements on high-traffic sites and apps.
In the weeks leading up to Christmas, CPMs (Cost Per Mille, or cost per thousand impressions) can surge, meaning each impression on an ad costs much more than it would during a non-holiday period.
Launching campaigns early can help brands secure ad space before prices hit their peak. By getting in ahead of the rush, you’re less likely to overpay for placements, allowing your advertising budget to go further.
As more advertisers enter the space closer to Christmas, you’ll already be well-positioned with prime placements, reaching your audience at a more efficient cost.
The “Research and Decide” Period Starts Early
Holiday shopping is no longer confined to a frantic rush in December. Many consumers now begin researching products as early as October, comparing options and keeping an eye out for deals. By the time peak shopping season arrives, they may already have a solid idea of what they want to buy.
Starting your campaigns early means your brand can be on their radar before they’ve made up their minds, giving you a better chance of influencing their purchase decisions.
Holiday-themed programmatic ads also allow you to stay top-of-mind as they move through this research phase. With a steady presence, your product or service can be the one they remember when it’s finally time to make a purchase.
Boosting Brand Awareness in a Crowded Market
The holiday season is an ad-heavy period, with countless brands vying for consumer attention. Starting early with your holiday ads gives you an opportunity to build brand awareness before the crowd gets overwhelming.
Such exposure can be especially important for smaller brands looking to compete with major players who dominate holiday advertising.
Early ads help customers become familiar with your brand so that when they’re inundated with options later on, yours stands out as familiar. The “first impression” effect increases the likelihood of conversions when consumers are finally ready to buy.
Seasonal Trends and Emotional Appeal
The holiday season isn’t just about buying things—it’s about creating experiences, traditions, and emotional connections. Advertisers who tap into seasonal trends and themes can engage consumers on a deeper level.
Campaigns that feature holiday themes, festive colors, and messages of togetherness or celebration resonate well with audiences who associate these months with family, joy, and nostalgia.
Better Audience Data and Optimization
One of the golden rules of advertising is to know your audience, and starting your ads early means you get valuable data on their behavior. Early campaign data allows you to see which audiences are clicking, engaging, and converting, providing actionable insights that can improve campaign effectiveness as the season continues.
Practical Tips for Setting Up Early Programmatic Ads
Starting your holiday programmatic ads early can give you the edge you need in a busy season. To help you make the most of it, here are some practical tips to set your campaign up for success.
Start with Clear Campaign Goals
Before diving in, think about what you want out of your holiday campaign. Is it more brand awareness, increased engagement, or a spike in sales? Defining your goals early helps you pick the right ad formats and set realistic targets for measuring success.
For example, if brand awareness is the goal, go for high-reach ad formats that maximize exposure. But if sales are what you’re after, aim for conversion-focused ads with eye-catching calls-to-action.
With clear goals, you’ll have a campaign that stays focused and keeps delivering right up to the big shopping days.
Holiday-Themed Creatives: Festive and Fresh
It’s no secret that holiday-themed ads draw attention. Consumers are in a festive mood, and they’re more likely to respond to visuals and themes that match the season. So don’t hold back—use holiday colors, cozy vibes, and a bit of sparkle to catch those eyes.
Dynamic creatives are also great for keeping things fresh. They let you change offers, products, or visuals without starting from scratch, so you can update your ads as the season progresses without losing steam.
Segment and Target with Precision
One of the best parts of programmatic advertising is the ability to target precisely, so make sure you’re using it! By segmenting your audience, you can deliver tailored messages to different groups based on things like interests, demographics, or even past interactions with your brand.
AI-powered programmatic advertising makes this even simpler by automatically analyzing data to identify audience segments, predict their behavior, and adjust targeting strategies on the go. For instance, AI can help pinpoint which users are most likely to respond to holiday offers or which audiences prefer discounts over bundles.
Targeting this way ensures that your message lands with the right people, maximizing engagement and conversions.
Use a Phased Rollout for Steady Momentum
Consider rolling your campaign out in phases to build up momentum. Start with general brand awareness ads to get your name out there early, then shift toward conversion-focused ads that spotlight holiday deals, gift guides, and last-minute offers as the season heats up.
With a phased approach, customers are warmed up to your brand well before they’re in “buy now” mode. By the time they’re ready to check out, you’re already top of mind.
Don’t Forget Retargeting
The holidays bring tons of shoppers to your site, but many leave without purchasing. That’s where retargeting comes in handy.
Programmatic retargeting lets you reconnect with people who’ve shown interest, like those who visited your site, viewed a product, or clicked on an ad. Remind them of what they liked and nudge them to come back—maybe even with a little urgency like, “Last chance for Christmas delivery!”
Retargeting keeps your brand on their radar, increasing the chances they’ll return and hit “buy.”
Optimize with Testing and Data
Starting early means you have ample time to test and adjust your campaigns, which is crucial for making your ads work smarter and more effectively.
A/B testing is your best friend here—experiment with different elements like visuals, copy, and calls-to-action to see what truly resonates with your audience. For instance, you might try two different headlines or images to find out which one captures more clicks.
As you monitor your performance metrics, pay attention to key indicators such as click-through rates, conversion rates, and engagement levels. With the data you gather, you can tweak your ads for maximum impact, making adjustments that align with your audience’s behavior and preferences.
Remember, the more responsive you are to the data, the better positioned you’ll be to capture your audience’s attention during the holiday shopping period.
Get Your Campaign Sleigh Ready with Programmatic Ad Platforms Like KPAI Media
From advanced targeting to optimized placements and robust reporting capabilities, KPAI Media can help you maximize your programmatic advertising success this holiday season—and make your brand the “must-have” on every shopper’s list. Contact our team today to book a meeting!
