A Shorter Holiday Season Means Smarter, Faster Advertising: How Marketers Can Maximize a Compressed Shopping Window

The holiday season has always been an important time for brands to attract shoppers and drive sales. Black Friday is the kickoff to the holiday shopping season. This time of the year always presents a challenge for advertisers and retailers due to the compressed time frame. With fewer days between shopping milestones, such as Black Friday and Christmas, brands need to find ways to stay top of mind among the thousands of advertisers.

2024 is unique as the holiday shopping season will be compressed. Black Friday lands at the end of the month so there are only a few weeks until Christmas. Therefore, retailers started promotions earlier while consumers needed to plan their shopping accordingly to ensure they don't miss out on deals or delivery deadlines. This means brands must turn around holiday campaigns and drive consumer interest quicker than ever before.

With heavy competition from other retailers, there are ways brands can strategize to reach consumers. Brands should consider expanding beyond traditional placements. Smart TVs, for example, are becoming a dominant medium for holiday shoppers who spend more time streaming. Running YouTube ads optimized for smart TVs is a low-lift tactic that brands can utilize to capture attention where consumers are already present.

In addition to running those campaigns, brands can make ads more interactive to drive conversions. One innovative approach is the use of QR codes in TV and digital ads. These codes allow consumers to scan and shop directly, eliminating a step for consumers to complete their purchase journeys — finding those landing pages that contain the deals.

During planning, brands should also communicate clearly about deadlines, whether for discounts, shipping, or in-store pickups. They can highlight phrases like “last chance to save” or “order now for guaranteed delivery” to help consumers prioritize their purchases.

Additionally, brands can benefit from leveraging artificial intelligence-powered tools that personalize ads in real time based on consumer behavior and preferences. AI can help brands dynamically adjust ad messaging and targeting to meet consumer demand in the final stretch of the holiday season. This targeted approach increases the chances of connecting with consumers who are ready to make a purchase, driving higher engagement and sales.

The 2024 holiday shopping season will test marketers’ ability to plan during this shorter timeline and heightened competition. Success will be achieved by those brands that start early and focus on speaking to consumers directly with urgency. Brands must capitalize on all available tools, including leveraging AI for personalized, real-time ads; incorporating interactive elements such as QR codes; and embracing new platforms such as smart TVs to reach consumers where they’re already spending time. In a season that demands agility, the brands that make the most of every touchpoint will not only survive the intense competition but thrive, driving significant sales and fostering deeper customer loyalty.

Adam Kline is North America CEO for Biddeo, a global technology platform that helps advertisers and agencies expand the reach of online video ad campaigns while ensuring brand safety and suitability.