Four ways advertisers can connect with customers and play a meaningful role during the holidays.
A big table overflows with food, gifts all around, and the warmth of friends, family, and loved ones. Holidays are where memories are made, and even amid economic uncertainty, they’re the times of the year we anticipate and cherish. Gift giving and even holiday-driven shopping prevails. In 2022, shoppers reported worse financial outlooks and expected higher prices than the previous year, yet 74% said they still plan to spend the same or more during holidays.
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Here, we’ll explore the ways that advertisers can play a meaningful role in the holidays and reach customers during pivotal moments throughout the year.
The holiday season that spans from October to December is among the most festive time of year, with people and cultures worldwide celebrating occasions like Hanukkah, Christmas, Boxing Day, and more. In October 2022, early holiday shopping kicked off with Amazon’s first-ever Prime Early Access Sale. Advertisers were able to use this event to build brand awareness, optimize their online presence, and secure a share of the digital holiday market, helping boost sales and enhance their online position.
Percentage of US shoppers that learn about new brands leading up to Prime Day.
In response to economic uncertainty and travel costs, Priceline launched the "Go to Your Happy Price" campaign for Prime Day 2023, collaborating with Amazon Ads to boost Express Deals and offer up to 60% savings on accommodations.
The collaboration introduced an exclusive promotion for Prime members, providing an additional 20% discount on Priceline Express Deals during Prime Day.
Streaming on big screens — like connected TVs, smart TVs, and gaming consoles — represented 77% of globally streamed minutes in Q1 2022.
For advertisers, streaming TV presents an opportunity to build awareness and inspire discovery among shoppers preparing for their next celebration.
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Percentage of shoppers who have an idea of what they want to buy,
but need more inspiration.
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During Black Friday and Cyber Monday weeks, Fire TV native ads saw:
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Coca-Cola’s rich and iconic history with Christmas dates back
to the 1920s. The company helped popularize the modern image
of Santa Claus when it commissioned artist Haddon Sundblom
to create a series of illustrations in 1931. Since then, Coca-Cola
has become inextricably linked with the holiday to
consumers worldwide.
But a challenge arose as Coca-Cola began to notice saturation of its iconic Christmas assets. As its 2022 planning ramped up, the company's research revealed a key insight — Christmas encompassed a wide range of emotions beyond joy, including sadness and stress. But the joy of Christmas always succeeded in momentarily suspending reality and bringing people together. This led to Coca-Cola's new slogan: "Christmas Always Finds Its Way."
Coca-Cola tapped into the popularity of Christmas movies and leveraged Prime Video to tell its story, creating an anthology of three mini-movies exploring the wide range of emotions
associated with Christmas, and collaborating with Amazon Ads
on a global campaign spanning multiple channels including
Fire TV, IMDb, Streaming TV, video and display ads, and more.
According to the 2023 "Higher Impact" report from Amazon Ads and Environics Research, consumers want to see themselves reflected in ads and it’s important to recognize that your audiences likely celebrate a wide variety of holidays and festivities.
of global consumers said they want to see more diversity in advertising.
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Below are a few examples of insight-informed tests advertisers can conduct leading up to key holiday shopping days.
Preparation, visibility, inclusivity, and testing are four vital areas of focus for brands beginning to craft their big-moment strategies in 2023 and beyond.
Learn how your brand can better connect with holiday shoppers.
Deloitte Insights, 2022 Holiday Survey
National Retail Federation, Consumers to Spend Record
$35.7 Billion for Mother’s Day, April 27, 2023
Salesforce, 2022 Holiday Insights, Jan 9, 2023
Amazon internal, 2023
Bankrate, Winter Holiday Shoppers Survey, 2022
Kantar Quickfire Survey 2022. N = 3,008 consumers across US, CA, MX, UK, DE, JP, AU, who shopped Prime Day week in 2020 and/or 2021 and plan to do so in 2022.
Conviva, Q1 2022 State of Streaming report, May 19, 2022
Amazon Ads with Environics Research, 2023 Higher Impact report, CA, DE,
ES, FR, IT, UK, US
Time, 5 Things to Know About Lunar New Year, Jan 2023
Statista, 2020
Amazon Ads research, 2022
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Senior Vice President
Strategy and Brand Marketing Priceline
Time-bound messaging encourages immediate action, while generic holiday messaging emphasizes broader seasonal themes. By testing both, brands can determine which approach appeals to their target audience, ensuring more influential communication during specific time periods or holiday seasons.
With Amazon Attribution, advertisers can understand the impact of their cross-channel marketing activities and make in-flight optimizations using on-demand advertising analytics.
Tool to test it: Amazon Attribution
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Globally, many advertisers are embracing Lunar New Year
as they realize the importance of the annual two-week festival that marks the end of winter and the start of spring. By activating relevant campaigns that embrace a diverse audience-base and celebrate this important cultural holiday, you can show appreciation and understanding of your customers’ traditions, helping to build stronger relationships and increase brand loyalty.
Historically, large celebrations like Christmas and Halloween have led to spikes in spending, but even smaller-scale events hit record-high spending in 2023. In the US, for example, consumers spent $35.7 billion for Mother’s Day, a significant 12% increase from the previous year.
The Power
of Celebration
2
No celebration too small
Big moments set records
Plan ahead
Preparation is the foundation of success, and capturing early holiday consumer intent is proving more crucial than ever.
68%
71%
Percentage of US shoppers in 2022 who either began their holiday shopping in August or were planning to begin shopping in September.
25%
Planning in action: Priceline travel deals on Prime Day
The Prime Day collaboration is a perfect alignment with our mission to be the best travel dealmakers in the world and delivers
on our commitment to getting people to their happy place at their happy price with travel deals consumers can’t find anywhere else.
“
“
Lesley Klein
Go where the customers are
Meet engaged audiences in places they’ve chosen to spend their time.
63%
+11%
clicks
+17%
impressions
+27%
number of ad-driven subscriptions
Holidays reimagined with Coca-Cola
“
“
From branded content on Fire TV and IMDb to custom Amazon Fresh bags and a Twitch watch-along in Europe, we enabled multiple ways for customers to discover these beautiful short films on Prime Video. This program exemplifies the growing opportunities to create new forms of entertainment content, and engage audiences in enhanced and rich ways.
VP of US Ad Sales
Amazon Ads
Tanner Elton
Holidays bring people together, and brands have an opportunity to spread cheer by creating campaigns that more accurately reflect their diverse audiences.
Be inclusive
Explore moments of inclusivity
Lunar New Year
Ramadan
2 billion people celebrate the
Lunar New Year annually
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An estimated 1.6 billion people observe Ramadan worldwide
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Testing is an important step to help brands understand what resonates most with their audiences.
Measure and optimize
With Amazon Marketing Cloud, advertisers can dive deep into campaign performance inspecting campaign reach, frequency, and total impact across the marketing funnel. Brands can then compare performance across creatives and campaigns. Additionally, with the launch of AMC Audiences, advertisers can now go one step further from deriving audience insights to directly creating tailored audiences for use in Amazon DSP campaigns.
Tool to test it: Amazon Marketing Cloud (AMC)
Do your customers respond better to relevant offers or overarching brand narratives? By comparing these strategies — highlighting special promotions, as opposed to leading with less offer-driven language — brands can gather learnings to increase the likelihood of conversion.
Deal-specific vs. general brand messaging
Product vs. lifestyle imagery
Time-bound vs. generic holiday messaging
Learn More
2 billion people celebrate the
Lunar New Year annually
9
Lunar New Year
Back
Advertising ahead of holidays like Ramadan requires a nuance and thoughtfulness that, when executed correctly, can help brands reach new audiences and create memorable moments. More than half (58%) of Ramadan shoppers start browsing and exploring products two weeks to a month in advance , so a high-quality campaign that considers cultural nuances, with fine-tuned keywords, can help maximize your brand’s impact and expand reach during this seasonal event.
Ramadan
Back
An estimated 1.6 billion people observe Ramadan worldwide
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Across the 2022 holiday season, consumers spent a total of $1.14 trillion online globally. Similarly, in 2023, Prime Day set new records with 375 million items purchased worldwide, helping consumers enjoy exclusive deals while getting a head start on holiday shopping.
Time-bound vs. generic holiday messaging
Creative Testing helps advertisers choose the right creatives to include in upcoming brand campaigns by providing insights into what resonates best with key audiences. Run surveys to identify the most appealing content for a specific campaign or use the test to inform general branding direction.
Tool to test it: Creative Testing
Lifestyle imagery can evoke emotions and aspirations, while product imagery focuses on features and functionalities. By testing both, brands can identify which approach better aligns with customer preferences and effectively communicates the brand's message, leading to improved engagement and results.
Product vs. lifestyle imagery
Deal-specific vs. general brand messaging
Hover to reveal
Here, we’ll explore the ways that advertisers can play a meaningful role in the holidays, and reach customers during pivotal moments throughout the year.
Tap to reveal
Sponsor content is produced in collaboration with advertisers
by Insider Studios, the branded content team at Insider Inc.
Business Insider’s editorial staff is not involved in the creation of this content. Copyright © 2022 Insider Inc. All rights reserved.
Created by
With Amazon Marketing Cloud, advertisers can dive deep into campaign performance inspecting campaign reach, frequency, and total impact across the marketing funnel. Brands can then compare performance across creatives and campaigns. Additionally, with the launch of AMC Audiences (beta), advertisers can now go one step further
from deriving audience insights to directly creating tailored audiences for use in
Amazon DSP campaigns.
Tool to test it:
Amazon Marketing Cloud (AMC)
Do your customers respond better to relevant offers or overarching brand narratives? By comparing these strategies — highlighting special promotions, as opposed to leading with less offer-driven language — brands can gather learnings to increase the likelihood of conversion.
Deal-specific vs.
general brand messaging
Creative Testing helps advertisers choose the right creatives to include in upcoming brand campaigns by providing insights into what resonates best with key audiences. Run surveys to identify the most appealing content for a specific campaign or use the test to inform general branding direction.
Tool to test it:
Amazon Marketing Cloud (AMC)
Lifestyle imagery can evoke emotions and aspirations, while product imagery focuses on features and functionalities. By testing both, brands can identify which approach better aligns with customer preferences and effectively communicates the brand's message, leading to improved engagement and results.
Product vs. lifestyle imagery
Back
Advertising ahead of holidays like Ramadan requires a nuance and thoughtfulness that, when executed correctly, can help brands reach new audiences and create memorable moments. 58% of Ramadan shoppers start browsing and exploring products two weeks to a month in advance , so a high-quality campaign that considers cultural nuances, with fine-tuned keywords, can help maximize your brand’s impact and expand reach during this seasonal event.
12
Ramadan
An estimated 1.6 billion people observe Ramadan worldwide
10
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See the campaign
Coca-Cola’s rich and iconic history with Christmas dates back to the 1920s. The company helped popularize the modern image of Santa Claus when it commissioned artist Haddon Sundblom to create a series of illustrations in 1931. Since then,
Coca-Cola has become inextricably linked with the holiday to consumers worldwide.
But a challenge arose as Coca-Cola began to notice saturation of its iconic Christmas assets.
As its 2022 planning ramped up, the company's research revealed a key insight — Christmas encompassed a wide range of emotions beyond joy, including sadness and stress. But the joy of Christmas always succeeded in momentarily suspending reality and bringing people together. This led to Coca-Cola's new slogan:
"Christmas Always Finds Its Way."
Coca-Cola tapped into the popularity of Christmas movies and leveraged Prime Video to tell its story, creating an anthology of three mini-movies exploring the wide range of emotions
associated with Christmas, and collaborating with Amazon Ads on a global campaign spanning multiple channels including Fire TV, IMDb, Streaming TV, video and display ads, and more.