"While this year has brought its share of economic uncertainty, there are still promising signs for a robust holiday shopping season ahead. Retail experts are predicting up to 3% growth during 2025's key shopping period. This encouraging outlook is also reflected in better-than-expected retail sales earlier this year, coupled with a 30% YoY spike in online sales for Prime Day - widely seen as a forecast for holiday-season consumer demand."
"But it's not time to pop the champagne just yet. Advertisers spent an estimated $74 billion on digital ads during the holiday season last year; and this year's optimistic outlook only piles on the pressure. Brands must deliver in a hugely competitive race for attention that begins earlier than ever: 15 million more adults started their holiday shopping in October last year, according to Ipsos."
Shoppable connected TV (CTV) turns viewing into purchasing by combining precise audience targeting, immersive ad formats, and integrated checkout flows. Retail forecasts project up to 3% holiday growth for 2025, supported by a 30% YoY Prime Day online sales increase. Advertisers face heavy competition after roughly $74 billion in prior holiday digital ad spend and earlier shopping behaviour, with 15 million more adults starting holiday shopping in October. CTV effectiveness rises as 59% of viewers find TV ads useful for inspiring purchases, up 73% YoY. Automatic Content Recognition data, zip targeting, live attention signals, shoppable creatives, and deterministic measurement enable optimized campaigns and clearer attribution.
Read at The Drum
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