Holiday contextual targeting and ad trends

The holiday season is the most wonderful time of the year for retail and ecommerce, full of festive food, gift-giving, and—of course—shopping for the perfect present. When we think of the holidays, emotions like joy, excitement, and surprise are at the top of the list. So, it’s no wonder that holiday ads aim to tap into those warm, fuzzy feelings!

But how can you make sure your ads are actually spreading holiday cheer? And, more importantly, how can you ensure your ads are showing up next to the kind of content that matches those holiday vibes? After all, no one wants their holiday creative to appear next to a content Grinch and steal Christmas!

Holiday magic in contextual ads – what is it?

Contextual advertising during the holidays is crucial for both brand safety and ad relevance. Brand safety ensures your ad doesn’t run alongside content that could undermine its message. For example, imagine building an expensive campaign based around a festive ad featuring a heartwarming family reunion, only for it to follow a report on a traffic accident.

The ad relevance component of holiday contextual advertising focuses on timing ads to where they are most effective. Think of relaxing with your family, enjoying a funny scene from Elf, when an ad for a fun gift pops up. The mood is right, and the ad feels seamless. You’re in holiday mode and you’re looking for appropriate gifts.

The timing makes all the difference.

Driving holiday performance in streaming advertising

Investing in the right creatives and timing them for the holidays is essential to ensuring your ad resonates with viewers. The holiday season is all about emotions, so it’s crucial to think about how your ad will make people feel. Ads that evoke joy, for example, are perfect for the season and can create a positive connection with your brand.

At Wurl, we offer a free creative analysis tool that can assess the emotions in your ad and match it to the most relevant inventory. Our team has noticed a few key emotional trends that really drive consumer reactions:

• Joy: Ads that spread happiness and excitement naturally align with the holiday spirit. They capture attention and leave viewers with a positive impression, boosting your brand’s perception.
• Trust: For industries like finance and insurance, trust is vital. Consumers need to feel secure in their choices, knowing that the brand they pick has their best interests at heart. This sense of reliability is key to building loyalty.
• Anticipation: Creating a sense of eager anticipation works wonders, especially in food and drink ads. When the next bite seems just within reach, it builds excitement and keeps viewers engaged.
• Surprise: Combining surprise with joy can take an ordinary ad to the next level, leaving a lasting impression that sticks with the viewer long after the ad ends.

It’s also worth noting that ads targeting emotions commonly seen in holiday programming don’t have to be limited to the holiday season. Many viewers enjoy holiday-themed content year-round, so your holiday-evoking creative can have lasting impact, even after the season ends.

Easy ways to turn viewers into buyers

Streaming TV is a great platform for interactive ads that can turn casual viewers into active buyers. By using features like QR codes, graphic overlays, and direct links to product pages, marketers can make it easy for viewers to shop while watching. This approach turns a simple viewing experience into an easy path to purchase. Here’s how to make the most of these features and simplify the buying process to get the best results.

1. Leverage interactive ad features

Interactive features are the cornerstone of successful streaming TV ads. QR codes and graphic overlays allow viewers to engage directly with the content, turning their viewing experience into a transaction opportunity. For example:

• QR codes: Display QR codes on the screen during an ad to enable viewers to scan and instantly access product pages, special offers, or exclusive content. This enables a frictionless transition from the ad to the purchase or signup process.
• Graphic overlay ads: Adding an overlay with product details, whether it be a QR code or a call to action, allows viewers to interact without leaving the content. The visual appeal and simplicity of the overlay make it easy for users to act while staying engaged with what they’re watching. These ads are increasingly common during sporting programming.

2. Simplify the conversion process

One of the biggest challenges in online shopping is turning interest into a purchase. By making the process easier, you can increase the chances of a successful sale. Here are some simple tips to help:

• One-click purchases (or as close as possible!): Enable viewers to purchase directly from the QR Codes. The fewer actions required, the higher the likelihood of conversion.
• Flash sales, instant discounts and promotions:
• During the ad, offer special discounts or promotions that create a sense of urgency. The relaxed “lean-back” feeling of TV watching makes it the perfect time to encourage quick action. Think about using limited-time deals that make viewers feel they need to act fast.

3. Optimize the landing page experience

Once a viewer interacts with your ad, it’s important that they quickly land on a page that’s easy to use and designed to encourage a purchase. If the page is confusing or doesn’t match the ad, they may leave before buying.

• Fast checkout process: Ensure that the landing page is designed for quick transactions, with minimal steps to complete a purchase. The key here is simplicity—avoid lengthy forms or distractions that might cause the user to abandon the page. A clear CTA that stands out is essential.
• Auto-Fill for returning users: Implement auto-fill functionality for returning users so that their shipping and payment details are ready to go. This small but impactful feature reduces friction and speeds up the checkout process, making it easier for users to follow through with their purchase.
• Mobile-optimized design: Since streaming TV ads often lead viewers to engage via their smartphones or tablets, called dual-screening, ensure that your landing pages are mobile-responsive. A user-friendly mobile experience is critical to preventing abandonment, especially if the user has to switch devices to complete their transaction.

Conclusion

The holiday season is a great chance for brands to connect with consumers through emotional and meaningful ads. By using holiday-themed ads and features like QR codes, marketers can create smooth, engaging experiences that turn viewers into buyers.

It’s not just about running ads during the holidays—it’s about getting the timing, content, and mood just right. Ads that match the festive spirit are more likely to grab attention and drive action.

So this holiday season, make sure your ads bring the joy, not the Grinch vibes, and set yourself up for success in both engagement and sales. Happy holidays and happy selling!

If you’d like to speak to someone at Wurl about making your holiday season streaming strategy a success, talk to us.