Taking Advantage of the Holiday Season on OTT Platforms

Meredith Bay, Design and Creative
Minute Read
November 16, 2023

With the holiday season quickly approaching, it's not too late to take advantage of Connected TV's busiest season.

Each holiday season presents a multitude of opportunities for marketers to build their brand for the holidays and beyond. Many holiday shoppers this year plan to spend more than last. Streaming TV viewership on OTT platforms rises every year as families spend more time at home together. Here are several reasons why it’s not too late to get in front of holiday shoppers and build brand awareness that will amplify your holiday efforts and continue into the New Year.

1. Black Friday and Last-Minute Shoppers: While many holiday shoppers have already started, there are also many who wait until Black Friday and beyond to get everything on their holiday shopping list or make their final holiday purchases. In 2022, In-store U.S. sales on Black Friday increased 12% year over year, while ecommerce sales grew 14%1. More and more consumers are ready to shop beginning on Black Friday and continuing into the month of December to take advantage of holiday deals and check off the last-minute gifts on their list and Connected TV advertising is an effective way to reach them when they're ready to buy.

2. Increased Viewership: For both linear and streaming TV, December has historically seen the highest viewership rates. In December of 2022, streaming on OTT Platforms was up 46.1% compared to December of 20211. As more and more families have made the switch to streaming, these numbers are likely to keep growing at a rapid rate with audiences tuning into platforms like Hulu, Peacock, Pluto TV, and more throughout the holiday season.

3. Engaged Audiences: For many, the holidays are synonymous with more time spent at home and quality time spent with friends and family. Whether it’s a holiday movie with family on Christmas Day or binge-watching a new show during Thanksgiving weekend, the holiday season represents an opportunity to reach a more engaged audience. At Awarity, our Connected TV campaigns utilize non-skippable inventory with a 98% completion rate, ensuring your commercial is seen.

4. Ability to Tailor Creative: Connected TV allows you to adjust creative seamlessly. All Awarity Connected TV campaigns include access to Awarity Campaign Central, where you can access our Creative Manager to upload your own commercials and adjust run dates and day-parting instantly. This gives you the control to adjust creative quickly to focus on the promotions, products, and features that are most relevant at that moment.

While the holidays are quickly approaching, it’s not too late to get started and take advantage of Connected TV’s busiest season. If you have an existing Connected TV campaign, you can login to Campaign Central to update your commercial for the holiday season to engage customers this holiday season. At Awarity, we can quickly start a Connected TV campaign with the same commercials you’d run on traditional TV to help you reach your target audience. If you'd like to take advantage of the holiday season on Connected TV, contact us or enroll now to start your campaign in time for the holidays.

1. Mastercard SpendingPulse: U.S. Thanksgiving weekend retail insights

2. Neilsen: Streaming services remain most popular destination for TV viewing in December

Contact the Author

At Awarity, our mission is to democratize advertising and make building awareness affordable for businesses of all sizes. By reaching the right audience with the right message, you can increase the efficiency of your advertising and see greater results for less spend.

We are always available to discuss your marketing needs as you build your full-funnel strategy. If you have questions on anything we’ve shared or want to learn more about Awarity Campaign Central, feel free to reach out or request a demo.

Meredith Bay, Design and Creative