Hoping for a little last-minute inspiration for your holiday advertising? Today we’ve gathered ideas on what’s working for the big brands, trends to keep in mind and how Google is catering to your customers.
Top Holiday Ads
Let’s take a look at some of Adweek’s favorite holiday ads for 2017. They highlight 30 ads from the United States, Europe, Australia and more, and feature brands like eBay and Apple as well as the Spanish Lottery.
We picked a few that spoke to us, many of which could practically be considered short films. If you do video advertising, any of these could offer a nugget of inspiration, no matter what holiday mood you’re shooting for.
As usual, well-executed humor is a win. Air New Zealand pokes a little fun at its own accent with a depiction of Santa misinterpreting gift requests from New Zealand’s children.
Old Spice takes a somewhat simpler (albeit longer) approach with almost an hour’s worth of exploding Yule logs and quips from Terry Crews.
Positive messages are also well-received. Take this ad from Samsung that shows a thoughtful doorman acknowledging the holidays of the diverse residents of his building, and receiving something special in return.
In a more serious ad, German supermarket Penny promotes reconciliation this time of year with the story of a mother who battles metaphorical fears along a journey to see her estranged daughter.
Of course, you can’t go wrong with a combination of cuteness and warm fuzzies. McDonald’s follows a father and his young daughter home, the little girl clutching a carrot for Santa’s reindeer.
Speaking of cute, it doesn’t get much cuter than a little boy practicing his holiday trumpet performance for a crowd of llamas.
So, if you’re in need of a little creative holiday inspiration, take a tip from the big names – humor, positive messaging and cuteness can get you noticed this time of year!
Trends to Keep in Mind
The frenzy of holiday shopping is nothing new. However, the (rapidly growing) digital side of it is still taking shape. Technology, the customer experience and omnichannel advertising bring new trends every year. Here’s what Forbes says matters in 2017:
- Mobile leads in research, selection and payment method. This includes opening marketing emails and mobile shopping apps.
- Programmatic advertising means more efficient ad spend. This level of automation and targeting will drive smartphone commerce and overall e-commerce.
- Social media is the place to connect products with consumers, especially Gen Xers and Millennials. Most advertisers already use the platform for the holidays.
- Video is attractive to consumers and effective for advertisers. You can use video for just about any content and on a range of platforms.
- Blockchain, and the currency Bitcoin, are becoming more important in digital retail transactions. Pay attention now to see how this might impact your brand in the future.
Not all of these trends involve tactics you can implement this late in the holiday shopping season. Yet, taking note of their role in these last few days can support your strategy in the coming year.
A completely different trend of note concerns holiday music. According to insights from Nielsen, holiday music gets more popular every year, and it’s not just older people listening to classics driving that trend.
Millennials, especially older ones, make up the largest group of fans. Further, it’s songs recorded in the last 20 to 30 years that tend to get the most radio play, be streamed and drive sales.
If you maintain a brick-and-mortar location, or have creative digital content that uses music, consider incorporating holiday music to boost the festive mood.
Google’s Updates for Shoppers
In the last section, the first trend we mentioned was mobile’s domination. Google is fully aware of this, and wants to make mobile shopping even easier for consumers this season with the help of a few key updates.
Google redesigned its mobile shopping platform to more prominently display product information and related items. From the “Quick View” button to learning if something is on sale, consumers have faster access to the details they need.
Another update is buying guides to assist with product research and comparison. These are collections of information on broad categories (headphones or coffee grinders, for example) to ensure shoppers are looking at what they really want and can make simple side-by-side comparisons.
Finally, Google is encouraging shoppers to make the most of the Google Assistant in finding last-minute products, whether they be gifts, food items or home basics.
The takeaway for advertisers is that consumers and Google see mobile as the place to be. Make certain your listings are thorough and updated to be a part of this streamlined shopping experience.
We’re in the home stretch, but you’ve still got time to make connections with your shoppers. From positive messages to mobile to Google shopping, keep speaking to consumers in these last days of the season.