CTV is Shaping Holiday Shopping

  • August 12, 2025
  • Diray Digital Team

CTV is Shaping Holiday Shopping And It’s Time to Treat It Like a Performance Channel

Holiday shopping behavior is changing and it’s happening right on the biggest screen in the house. According to LG Ad Solutions, 59% of viewers say CTV ads influence their holiday purchases, a massive 43% increase over last year. That’s not just a bump that’s a shift in how people shop.

And the numbers keep stacking up:

  • 36% of CTV viewers look to streaming ads for gift inspiration, putting CTV right behind social media (38%) as a top source of ideas.
  • 89% want holiday ads on CTV to feature clear, specific deals.
  • 71% expect ads tailored to their interests, and 69% want contextual relevance to what they’re watching.

This tells us one thing loud and clear: Connected TV has officially become a direct path to purchase.

The New Role of CTV in Holiday Sales

Gone are the days when TV was “just” for awareness. CTV’s interactive capabilities, from QR codes to shoppable ad formats, allow viewers to go from discovery to purchase without missing a scene. Smart TV home screens are functioning like digital storefronts, and engagement has more than doubled year-over-year.

With the rise of FAST channels and ad-supported streaming, brands now have endless opportunities to get in front of shoppers during critical decision-making moments. And because the holiday shopping season now stretches from Prime Day in July through Cyber Monday and beyond, the brands with a consistent CTV presence are the ones staying in carts not just in minds.

What Viewers Expect This Holiday Season

  1. Show Me the Deal – 89% want specific offers and promotions.
  2. Make it Personal – 71% expect ads to reflect their interests.
  3. Keep it Relevant – 69% want ads tied to the content they’re watching.
  4. Make it Easy to Buy – Shoppable formats, QR codes, and clear calls to action keep conversion friction low.

How Diray Media Delivers Holiday CTV Success

At Diray Media, we know how to make every impression count, especially during the most competitive shopping season of the year. Our Total Video Strategy blends the targeting precision of CTV with the broad reach of linear TV to:

  • Pinpoint your ideal audience using advanced data and targeting models.
  • Create seamless shoppable experiences with QR codes, custom landing pages, and integrated digital follow-up.
  • Align your messaging across every screen so your brand story is cohesive from TV to mobile to social.
  • Track and optimize in real time shifting budget to the creative, placement, and audience segments driving the highest ROI.
  • Leverage contextual targeting so your message appears in the right moment, not just the right household.

Bottom Line

Holiday advertising on CTV isn’t just about visibility anymore it’s about driving measurable action. The brands that embrace CTV as a performance channel will be the ones ringing the most registers this season.

Let’s make your holiday campaign work harder together!