With BFCM officially over, the holiday rush is slowly coming to an end. Here's how CTV can help you turn the dreaded January slump into new opportunities.
The holiday season is a whirlwind of excitement for both consumers and businesses. Shoppers flood stores seeking gifts, deals, and limited-time discounts, while brands reap the benefits of this frenzy. This holiday season, retail sales are projected to hit a record $973 billion, marking a 4.8% growth from last year.
But as the holiday rush comes to an end, businesses often face a harsh reality: the post-holiday sales slump. January is notoriously slow, with consumers pulling back as they recover from holiday spending, focus on paying off debts, and set ambitious financial goals for the New Year. While this slowdown can feel like a dead end, it’s actually a great marketing opportunity — if you’re equipped with the right tools.
Enter: Connected TV (CTV).
Unlike traditional TV or other digital ads, CTV offers a dynamic way to connect with audiences when they’re most receptive to change. As millions of households tune into streaming platforms daily, brands can deliver engaging, targeted messages directly to screens where consumers are most immersed.
So, are you ready to turn the January slump into new opportunities? Here are 4 CTV best practices to help you thrive in the New Year.
4 CTV Best Practices to Incorporate in the New Year
1. Focus on value-driven content during Q1.
Create ads that resonate with your audiences’ post-holiday needs. At this time of year, people are looking for fresh starts and actionable solutions. Capitalize on New Year’s resolutions by creating a few different assets that focus on themes that align with January goals, such as health, fitness, self-care, or financial planning.
For example, if you’re a skincare brand, create solution-driven ads catering to people looking to better their skin health, whether they’re struggling with acne, or wanting to reduce skin aging.
Create multiple ad variations to test what resonates best with different audience groups. Get creative by featuring real customer testimonials, showcasing before-and-after transformations, and more.
Once your assets are ready, you can then deliver personalized ad experiences by leveraging first-person data. Target specific audience segments with your ads that will best resonate, based on their shopping or viewing history, as well as other behavioral data.
2. Tap into seasonal entertainment trends.
January ushers in a wave of seasonal content. Think award shows, the Super Bowl, and other New Year-themed specials. Aligning your ads with highly engaging content like these events can amplify your reach.
To leverage these tentpole moments, work with platforms to secure premium ad slots during trending events or shows. With a vast inventory of ad space across numerous publishers and networks, tvScientific can help facilitate this process. Get in touch with us if you need assistance.
3. Launch an omnichannel New Year campaign.
The consumer journey is rarely linear. Today, most consumers jump from platform to platform, and from device to device. Take this as an opportunity to roll out an omnichannel New Year campaign that reinforces your brand message wherever they go. CTV’s ability to integrate seamlessly with other marketing channels amplifies your message, creating a cohesive, omnichannel approach that keeps your brand top-of-mind.
Retarget your viewers with ads across social media, mobile apps, and other digital channels to create multiple touchpoints and drive repeat engagement. You can even use data from your holiday campaigns to re-engage your Black Friday/Cyber Monday customers. For instance, you can show ads for complementary products they might love based on their recent purchases.
4. Inspire action with interactive ad formats.
Interactive ads are more engaging and can drive higher conversion rates, especially during slower sales periods when consumer attention is at a premium.
Ensure you’re including a clear call-to-action by incorporating QR codes or clickable overlays to your ads to encourage engagement. Create a sense of urgency with time-sensitive offers, such as limited-time discounts tied to the New Year or post-holiday clearances. For instance, if you’re a health club chain, you can run promotions with messaging like, “Sign up for a gym membership by January 15 to save 30%!”
Leverage CTV’s robust targeting capabilities to deliver these offers to audiences who expressed interest during the holidays. Whether they browsed your website or purchased similar products, precision targeting can turn interest into action.
Keep the Holiday Momentum Alive with CTV
By implementing these strategies, CTV can help your brand overcome the January slump and maintain momentum in the new year. With its unmatched ability to deliver engaging, personalized, and actionable content, CTV is the tool you need to transform a slow season into a season of growth.
Ready to get started? Reach out to tvScientific for guidance on optimizing your CTV campaigns.
