Digiday+ Research: TV will play an important part in brands’ holiday marketing

Illustration of two people in Christmas hats having a conversation on a computer.

Thanksgiving is here, and with it comes Black Friday and the all-important holiday shopping season — and the marketing that goes with it.

Of course, brands are ready to take to social media and digital channels to reach shoppers where they spend a good deal of their time, but there’s another marketing channel that will play an important role in brands’ holiday marketing: TV.

This is according to a recent survey from Digiday+ Research that asked 47 brand professionals about their marketing plans for the holidays. What Digiday found was that, when separated from streaming and connected TV ads, traditional TV falls solidly in the middle in terms of the channel’s importance to brands’ holiday marketing strategies. However, combining traditional TV, CTV and streaming (or over the top), it’s clear that TV still has a strong place in brands’ holiday marketing.

On its own, TV advertising made the list of the top five marketing tactics brands plan to use during the holidays this year, Digiday’s survey found. (Gift guides came in first, followed by brand experiences, unboxing videos and pop-up shops — followed by TV ads.) Nearly a quarter of brand respondents said they expect to use TV ads in their holiday marketing — which is a significant percentage in the era of digital and social media. Meanwhile, 17% of brand pros said they will use CTV and OTT ads during the holidays (tied with hauls and physical direct mail).

However, combining Digiday’s survey results for TV ads with CTV and OTT ads tells a different story — one that indicates the stronghold of TV among marketing tactics.

According to Digiday’s survey, 40% of brands said they expect to use TV, CTV and OTT ads in their holiday marketing this year, which bumps TV up to third place among the holiday marketing tactics brands plan to use this year (tied with unboxing videos).

While social media and other, newer digital channels are often billed as the channels to be if marketers want to meet consumers where they are, it makes sense that TV advertising would be up there with social content — especially if streaming and connected TV ads are included in that category. After all, aren’t consumers often streaming the newest Hulu or Netflix show while they’re scrolling through TikTok and Instagram? That’s a safe marketing bet during the holidays.

Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.


More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.