Rethinking Q4 Holiday Strategy
Source: Direct Agents
Smarter Mid-Season Growth on CTV
Streaming has officially taken the lead. With 70% of US adults choosing streaming as their primary way to watch TV, Connected TV (CTV) has moved from an awareness play to a core performance channel.
And it matters most right now.
Seventy-one percent of shoppers say they begin their holiday purchases before Thanksgiving, and nearly 60% credit TV ads with shaping what they buy. At the same time, streaming viewership climbs sharply during the holidays. Samsung data shows viewing is up 11% during Thanksgiving week and 19% during Christmas week compared with average non-holiday weeks.
That means the next few weeks, not December, are when brands can build meaningful impact. The advantage goes to marketers who use this phase to refine, not rush: testing creative, reallocating budgets, and applying early data to guide smarter decisions before competition peaks.
For marketing leaders, the implications are massive. AI Max may serve as the critical bridge between the traditional mechanics of search and the emerging AI-driven journeys that will increasingly define consumer decision-making.
Create cohesion across every screen
Viewers don’t think in channels, and neither should campaigns. Eighty percent of people stream with a phone nearby, and almost 60% have made a purchase after seeing a TV ad.
CTV works best as the anchor of an integrated experience. Use it to build the story, then extend and personalize that message across mobile, desktop, and social. The goal isn’t more media, it’s connected media, where every screen reinforces a single, consistent idea.
As attention shifts between devices, that continuity is what keeps your brand top of mind. Research shows that coordinated campaigns across TV and digital drive higher engagement and stronger recall than isolated channel buys.
Turn early signals into strategy
In a crowded Q4, scale means little without precision. Modern CTV platforms make it possible to target by behavior, interest, and household context — and predictive AI adds another layer by surfacing the audiences most likely to convert.
Every impression contributes to a live feedback loop. Campaigns can pause, pivot, or scale instantly, turning optimization into an everyday discipline rather than an end-of-quarter review.
Advertisers who adopt this data-driven rhythm see clear gains: higher return on ad spend and fewer wasted impressions, as budgets shift automatically to where attention and intent align.
Refresh creative to stay relevant
As viewing intensifies through November and December, creative quality becomes the differentiator. Late-season viewers are emotionally invested, and ads that match that energy stand out.
Keep it simple:
Lead with emotion, not offers: Tap into connection, anticipation, and celebration.
Match tone to context: Ads running alongside movies, dramas, and reality content feel more natural and memorable.
Maintain clarity and contrast: Clean visuals and concise copy outperform clutter.
Invite interaction: QR codes or shoppable overlays make action effortless.
Samsung data shows that creative aligning with seasonal content performs better in awareness and recall. Small updates such as a new opening line, refreshed visuals, or sharper calls to action can keep campaigns relevant through the busiest weeks.
The next few weeks are about control, not speed
As holiday campaigns move toward their peak, the real advantage comes from control — the ability to analyze, adapt, and grow before the surge.
CTV gives marketers that control. With streaming now the dominant viewing channel, it delivers reach, measurement, and agility across every stage of the funnel.
The takeaway for marketers isn’t urgency, it’s opportunity. Use this mid-season window to refine what’s working, connect every screen, and prepare campaigns to perform when attention is at its highest.
The holidays move fast. The smartest brands already are.