Why marketers are looking to these key trends to inform their holiday campaign planning

This holiday shopping season, marketers will look to take advantage of the surge in spending across connected TV, programmatic and mobile. Despite challenges such as Google's latest cookie announcement and ongoing privacy regulations, this moment presents a unique opportunity for marketers to transform their traditional approaches to consumer engagement and capitalize on these changes.

Marketers who take these trends into account when planning their seasonal campaigns will reach target consumers more effectively, strengthen brand relationships and drive significant returns. With earlier holiday shopping, marketers need to prepare for sales surges, especially with this year's election.

This year's presidential election could result in increased holiday spending post-election. U.S. holiday retail sales have shown significant growth during election years, with a 4.1% increase in 2016 and an 8.3% surge in 2020.

This wave of political spending is set to reduce ad inventory across media platforms, creating challenges for brands vying for consumer attention during the holiday shopping season.

Read at Digiday