The Trade Desk released the "2024 Holiday Marketing Season China Brand Going Global Guide Report", which mainly analyzes the market trends of the 2024 US holiday shopping season and provides marketing guidelines for Chinese brands going global, as follows:
1. Market Opportunities
- Vast market scale: The US holiday shopping season market in 2024 is expected to reach $1.372 trillion, a year-on-year increase of 4.8%. Online sales growth far exceeds offline, mobile contributes significantly, consumer shopping enthusiasm is high, and budgets are increasing.
- Changes in consumer behavior
- Earlier planning: Some holiday start times are postponed, but consumers plan gifts earlier, shopping peaks come ahead of schedule, and brands need to lay out marketing strategies in advance.
- Obvious cross-platform shopping trend: The purchase journey is spread across thousands of websites and platforms, so brands should accurately target consumers.
- Influenced by the open internet advertising ecosystem: Consumers tend to obtain information in this ecosystem, and advertisers should follow the trend in their layout.
2. Marketing Guide
- Integrated marketing solutions
- CTV as the first choice: Over 87 million US households have smart large screens, advertisers plan to increase spending on smart large screen marketing, which can plant seeds in consumers' minds.
- Omnichannel exposure: Use the "Seller and Publisher Report" to find high-quality delivery channels, value DOOH channels, deploy multi-touchpoint ads in core regions, and interact with consumers.
- Data-driven marketing
- Utilize three types of data: First-party data to build seed audiences, third-party data to identify high purchase intent groups, and retail data to reach potential customers.
- Monitor advertising effectiveness: Use monitoring tools and introduce new metrics to comprehensively measure advertising impact.
