The countdown to the holidays has already started, long before the turkey hits the table. Shoppers are ready, their screens are glowing, and brands that wait until Black Friday are already behind.
According to LG Ad Solutions, 71% of Connected TV (CTV) viewers start their holiday shopping before Thanksgiving, and nearly 60% say CTV ads shape their gift purchases, a 43% jump from last year. The message is clear: the brands that show up early will be the ones everyone remembers.
TV Is No Longer Just for Watching — It’s for Shopping
Streaming platforms aren’t just where people watch their favorite holiday classics. They’ve become the new storefronts.
Smart TV home screens now act as interactive gateways, guiding shoppers from inspiration to purchase with a simple click. Engagement with smart TV ads has more than doubled year-over-year as viewers increasingly treat streaming platforms like digital shopping aisles.
Instead of flipping through catalogs or searching endless product pages, today’s viewers are finding their next gift ideas right on their TVs. They’re looking for ads that help them shop with personalized recommendations, contextually relevant moments, and irresistible offers that stand out from the noise.
Nearly six in ten shoppers say CTV ads directly influence what ends up in their cart. They’re tuned in, inspired, and ready to act.
That cozy family movie night? It’s also prime shopping time. The moment your brand appears on screen could be the moment someone decides what to wrap next.
Why the Time to Air Is Right Now
This is the make-or-break window, the weeks before Thanksgiving when shoppers are actively planning and comparing.
Sixty percent of consumers start their holiday shopping before the big feast, and 86% will be online by Black Friday. Getting your brand on air now means you’re building familiarity and trust before competitors even enter the conversation.
By the time the holiday chaos hits, you won’t just be another ad. You’ll be the brand they already know and trust.
From Trust to Action: The Power of Total Video
TV has always been where trust begins. Linear TV gives your brand mass reach and credibility, positioning you in front of audiences who see your message alongside premium, brand-safe programming.
Then, Diray’s Total Video approach takes that momentum further by layering on precision and performance through digital extensions like CTV and online video.
- Linear TV creates broad awareness and authority.
- Connected TV (CTV) delivers personalized targeting, reaching viewers at home during the moments that matter most.
- Online Video keeps your brand visible across every device, staying top of mind as shoppers research, scroll, and purchase.
Together, they work as one seamless experience, building trust, expanding reach, and turning awareness into measurable sales lift.
Your Moment to Lead the Season
With U.S. online holiday sales projected to hit $240.8 billion, an 8.4% increase from last year, there’s no better time to capture attention and drive action.
At Diray Media, we help brands move faster, smarter, and earlier using Total Video strategies that make every impression count.
This holiday season, don’t wait for the rush. Lead it. Be the brand that shoppers see first, trust most, and remember long after the lights come down.
Contact us for a complimentary Total Video media plan and ensure your brand is the one shoppers see, trust, and choose this season.