How Omnichannel Advertising Leads Festive Shoppers to Your Brand

Authored by  Alok Pandey, VP- Sales and Marketing, Xapads Media

The 2024 festive shopping season offers brands a prime opportunity to maximize sales with market projections reaching an impressive $12 billion, a 23% increase from last year. By adopting a unified strategy this festive season, they can reinforce a consistent presence and engage with audiences at the right time and place. This approach provides invaluable insights into the consumer journey and highlights key friction points that need attention. Additionally, effective frequency capping enables brands to connect with consumers at the right moment when consumer purchase intent is high. However, the key to unlocking the full potential of festive season marketing lies in employing the right strategy that optimizes efforts across platforms.  

This asks for an omnichannel strategy to effectively guide potential buyers down the ad funnel wherein CTV stands out as the key platform for branding. It leverages first-page access for ad placement offering brands a strong, consistent presence among wide CTV viewership fostering improved brand impact among ideal audiences. A unified CTV platform further enables them to create seamless omnipresence across various channels, such as FAST channels, OEMs, CTV apps, and streaming devices. It centralizes campaign management under a single umbrella leveraging streamlined workflow and enabling brands to optimize campaign performance across multiple platforms effortlessly. Moreover, it offers enhanced flexibility to tailor messages for specific audience needs via advanced targeting options such as affinity content and device, resolution, geo, and genre targeting. This helps deliver highly personalized ad messages that resonate deeply with viewers and create enhanced brand awareness.

Additionally, frequency capping helps prevent overexposure to ads and effectively mitigates the risk of ad fatigue for consumers by maintaining an optimal balance between ad visibility and user comfort. This elevates recall value and fosters consideration among viewers which can be further enhanced by utilizing programmatic effectiveness. Context-based targeting, combined with a double-layered quality filter approach plays a significant role here by fostering an emotional resonance to drive attention. The first filter focuses on audience analytics—such as likes, dislikes, and video engagement, ensuring ads reach viewers with a genuine interest in the ad. The second filter helps distinguish between sponsored and user-generated content to align ads with the most relevant and authentic videos. With this, brands can push viewers closer to conversions through strategic ad placements and sentiment analysis. 

Storytelling especially leads this domain with its unique innovations powered by cutting-edge data analytics and imaginative creativity, helping catch user attention instantaneously. Moreover, rich data insights allow it to reach the most relevant audiences for the brand offering at the right moment via time and interest-based targeting. This targeted strategy drives conversions and also nurtures long-term customer relationships by consistently delivering value. Also, advertisers seamlessly stay in front of their audience across multiple screens by retargeting them as they move through various digital channels. 

After the festive bonanza, remarketing can help brands capitalize on the momentum they’ve built by re-engaging shoppers drawn in during the festivities but didn’t convert. They must remind them of their positive experiences and entice them with new products or exclusive offers. Leveraging a tailored approach for this can ensure the brand messages stay relevant. For example, For those who showed interest but didn’t complete a purchase, retargeting can streamline the transaction process and accelerate conversions.

Lastly, as renowned marketer Seth Godin once said, “Marketing is no longer about the stuff you make but about the stories you tell.” Embrace these strategies to tell a compelling story across every touchpoint and transform seasonal interest into lasting customer lifetime value. 

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.