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As the festive spirit settles in, consumers are preparing for gift-shopping sprees, both online and in-store. To ensure that your holiday ad campaigns stand out and deliver exceptional results, it’s crucial to plan early and implement a thoughtful, data-driven approach. Below, we’ve curated our best strategies for how your brand can make the most of this holiday season.
The fragmentation of viewership has compelled advertisers to explore new and fresh approaches to their media strategies. As consumers increasingly invest time into streaming content and opt to disconnect from traditional cable services, it is crucial to adjust to these evolving habits. Nevertheless, despite these changes, linear TV remains a key player among consumers. According to Experian, high spenders are most engaged on CTV platforms, with linear and digital video coming in as close follow-ups, emphasizing the importance of allocating marketing dollars correctly across the converged TV landscape to enhance performance this holiday season.
Implementing a cross-screen TV execution offers advertisers the opportunity to connect with a diverse holiday audience on broadcast and cable, while also targeting highly specific consumer segments through CTV – reaching ‘medium’ and ‘light’ linear viewers who may only be reachable by alternative inventory. Cadent’s unique approach provides a streamlined, end-to-end solution designed to target custom-curated seasonal audiences, activate campaigns across the converged TV landscape, and leverage data-driven insights for campaign optimization to exceed campaign objectives.
Check out how this brand boosted holiday promotion awareness and reached +45M households through a cross-platform strategy spanning cable, broadcast, and CTV, resulting in increased visitation rates and ROAS.
As the 2022 holiday season approached, heritage spirits brand, Jägermeister, wanted to find a way to build on their “Meister the Moment ™” ad campaign. Partnering with Catalina and Cadent, the brand was able to develop a campaign that leveraged CTV advertising and in-store promotions. The campaign focused on their 750ml bottle product and aimed to drive sales volume and trial with new 21-year-olds.
Using Catalina’s real-time purchase insights and shopping behaviors in combination with Cadent’s Aperture Viewer Graph identity solution, the campaign identified the brand’s current and lapsed buyers, as well as consumers most likely to try the product. Next, Aperture Platform was used to activate CTV media to the target audience segment across screens and devices. Catalina then followed up by serving that same audience with a trial offer in-store, in compliance with applicable state laws and regulations.
Once the campaign ended, reporting showed that the Jägermeister ads received 4 million impressions, driving a blended return on ad spend (ROAS) of $2.34, +53% sales lift period-over-period, and +59% sales lift from CTV. The Catalina and Cadent omnichannel strategy worked at every point in the purchase funnel – from awareness to trial – helping Jägermeister bottles fly quickly off shelves and into shoppers’ homes for the holidays.
Learn how this omnichannel Jägermeister campaign effectively operated at each stage of the purchase funnel – from awareness to trial – helping the brand ring in the holidays with a +59% CTV sales lift, and $2.34 ROAS.
With the holiday season being one of the most lucrative and competitive times of the year, your brand must implement innovative methods to stand out beyond promotions. One gold mine of insights is first-party data to leverage information your audience has already given you, like purchase history, enhanced with third-party data to identify likely buyers and seasonal shoppers.
Cadent’s audience-first approach through Aperture Platform, gives advertisers access and scalability to a wide range of robust holiday segments such as:
Discover how this brand leveraged both first and third-party data to target existing, lapsed, and new customers resulting in a staggering $7.2M in incremental sales, and a surge of 50,000 new purchasing households.
As we rapidly approach the upcoming 2023 holiday season, embrace tools that refine your targeting, activation, and measuring approaches. Ready to activate data-driven TV for your upcoming holiday campaign?
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