We’ve helped advertisers launch thousands of TV campaigns, so we know what it takes to win the holidays. This guide will help you make this your most successful and profitable season yet, which includes:
⭐️ A month-by-month budget and channel mix strategy
⭐️ Proven tactics for boosting site traffic, improving ROAS, and lowering CPA
⭐️ Expert tips on effective messaging to boost holiday sales
Channel and Budget Strategy at a Glance
🌻 September 1st - 30th: Start Building Momentum
Action Item | Details |
Start prospecting campaigns early. | Engage your key audiences to stay top of mind for holiday shopping. Brands that start early have yielded stronger performance, boosting Q4 revenue by up to 39%. |
Use MNTN Matched. | Advertisers have seen 6x more site traffic, 2x ROAS, and lower CPA with MNTN Matched compared to traditional targeting. |
Test different strategies. | Try out new keywords, retargeting segments, CRM lists, and creative variations to find what works best before November. |
🍁 Early October: Plan Your Q4 Budgets
Action Item | Details |
Use the right budget mix. | From now until Cyber Monday, allocate 60-90% of your budget for reaching new customers and 10-40% for retargeting those who have already shown interest. |
Stay visible. | Advertisers that stay live on CTV throughout Q4 deliver 115% higher ROAS and a 37% lower cost per visit, on average, than advertisers that didn’t. |
🎃 Late October: Tailor Your Messaging
Action Item | Details |
Message for the moment. | Shoppers are ready to spend but will be selective. Focus your messaging on convenience, affordability, and long-term value. |
Refresh your ads. | Leading advertisers update their holiday ads every 10 to 20 days. This could be as simple as changing the ending of your video or updating voiceovers. |
🧠 Pro Tip: Want to refresh your creative? Reach out to your MNTN Support Team to learn more about what QuickFrame can offer.
🍂 November: Promote Holiday Sales
Action Item | Details |
Set your budget. | We recommend spending 75% of your November budget 11/1—11/24 and the other 25% from 11/25—11/30. |
Promote Sales. | Last year, 55% of Thanksgiving weekend shoppers bought because of sales and promotions. |
Create Urgency. | Show shipping deadlines to encourage customers to buy early. |
Boost Retargeting. | Increase spending on retargeting a week before Black Friday to turn past visitors into buyers. Keep up with prospecting to attract new customers throughout the season. |
🧠 Pro Tip: Watch the video below to learn how to set up a flighted budget to customize your holiday spending.
🌟 December: Finish Strong
Action Item | Details |
Budget Wisely. | Spend 85% of your budget from December 1 to December 21, and the remaining 15% from December 22 to December 31. |
Target Last-Minute Shoppers. | Use special promotions to grab the attention of shoppers who are in a hurry. |
Communicate Shipping Deadlines. | Remind customers about shipping cutoffs so their gifts arrive on time, creating a sense of urgency. |
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