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The Audience Targeting Playbook: The Data Brands Need for a Happy Holiday Season

By: Chelsie Pals, Digital Sales Director


Brands looking to reach holiday shoppers this year need access to high-quality audience data. Whether you’re looking to reach gift shoppers, seasonal travelers, holidays hosts, or year-end revelers, your brand needs access to the right digital profiles to engage your best audiences on display, mobile and social channels.


Holiday spending in 2023 is expected to reach $1.328 trillion in the U.S., up 4.5 percent over last year—and that’s just the tip of the iceberg when it comes to global spend. Consumers worldwide have begun their holiday shopping earlier than ever before, and holiday retail ecommerce sales are forecast to be the highest ever.


Audience targeting is a crucial element in holiday advertising campaigns for several compelling reasons. For one, it allows businesses to make the most of their marketing budgets by ensuring that their messages reach the right people. During the holiday season, consumer attention is divided among countless competing offers and promotions. Therefore, targeting the right audience ensures that your ads resonate with individuals who are more likely to convert into customers.


In addition, audience targeting enhances the personalization and relevance of holiday campaigns. The holiday season comes at a time when consumers are bombarded with marketing messages from all directions. To stand out and capture the attention of potential customers, advertisers must deliver content that speaks directly to the interests, needs, and aspirations of their target audience. By using data-driven audience targeting strategies, businesses can create highly personalized ad campaigns.


Make the Holidays Merry with Audience Data

So, how can brands targeting holiday audiences optimize their digital ad spending to reach their best target customers online? From driving awareness to engaging consumers in-market, the Eyeota Holiday Audience Playbook has the personas and profiles you need to identify, reach, and engage your target audience on display, mobile, and social channels.


In this playbook, you’ll discover addressable digital audience profiles to target your ideal customers, including:


  • Holiday Celebrators
  • Cooking Enthusiasts
  • Gift Shoppers
  • Consumers by Payment Type
  • Seasonal Travelers
  • And much more!


If you’re ready to take your holiday audience strategy to the next level, download the Eyeota Holiday Audience Playbook here. And if you’re interested in exploring how we can deliver a custom audience targeting strategy for your holiday campaigns, connect with Eyeota’s Data Desk team today!