[Watch on Demand] IAB Europe's Programmatic Outcomes: All I want for the holidays is great outcomes!

Watch the recording here.

The festive season is the pinnacle of Q4, where advertisers, publishers, and agencies align their strategies to maximise consumer engagement and holiday sales. With competition at its peak, securing consumer attention and achieving holiday campaign success requires strategic planning and innovative execution.

In IAB Europe’s recent webinar, “Programmatic Outcomes: All I Want for the Holidays is Great Outcomes” industry leaders shared insights into the trends, challenges, and opportunities shaping this crucial time of year. Moderated by Wayne Tassie, Chair of IAB Europe’s Programmatic Trading Committee, the session featured speakers from across the industry:

• Alice Beecroft, Senior Director, Yahoo DSP Strategy
• Charles Pullen - Programmatic Business Director, MG OMD
• Eleisha May, Client Strategy Director, Blis
• Rory Wilson, Senior Programmatic Marketing Executive,  John Lewis Partnership

Here’s a recap of the key takeaways:

What Makes Q4 Exciting

The holiday season presents an opportunity to align online and offline campaigns seamlessly. New budgets from shopper marketing teams are fueling innovative approaches, while dynamic creative optimisation (DCO) helps foster organic, emotional connections with audiences. The excitement of connecting with consumers at such a meaningful time of year drives much of the industry’s creativity and energy.

Addressing Challenges

Q4’s competitive landscape often leads to overlapping campaigns that require distinct strategies to stand out. The surge of retail media has made first-party data more critical than ever, with audience segmentation and omnichannel engagement becoming focal points. Teams work to connect with consumers across every channel, ensuring seamless integration between online and offline touchpoints, particularly during this peak period.

Planning and Preparation

The groundwork for Q4 campaigns is laid months in advance. This involves aligning media and creative strategies while considering the complexities of working with multiple agencies. Factors such as content availability and ensuring creative assets are optimized for all necessary channels are pivotal in delivering cohesive and impactful campaigns.

Creative Strategy

Creative quality is central to Q4 success, with messaging tailored to each stage of the consumer journey. Performance-driven creative features like store mapping and cross-channel adaptations enhance results, but challenges arise when creative agencies lack the bandwidth to meet omnichannel demands. Integrating these creative elements into broader strategies ensures a more cohesive approach.

Metrics and Measurement

Key performance indicators are tied to broader business objectives and adapted for seasonal nuances. Metrics such as brand impact, econometrics, and multi-touch attribution provide clarity on campaign performance. Advanced measurement techniques, including geo-based holdout groups, help refine strategies and demonstrate the value of media investments.

Emerging Programmatic Opportunities

Channels like connected TV (CTV), digital out-of-home (DOOH), and audio are reshaping programmatic strategies. Their cookieless nature and ability to integrate with broader omnichannel efforts allow brands to optimise reach and efficiency. These innovations help advertisers connect with audiences effectively, even amid the challenges of evolving identifiers.

Driving Better Outcomes

The panelists highlighted several areas where the industry can improve to achieve better results during Q4:

• Eleisha May emphasised the need for better utilization of first-party data to overcome match rate challenges, suggesting that geo-based identifiers can provide consistent solutions across multiple channels.
• Alice Beecroft encouraged brands to start strategizing earlier, noting that holiday-focused ad strategies should begin long before the season. She also stressed the importance of balancing short-term goals with long-term brand building.
• Charles Pullen advocated for boldness and a commitment to continuous testing, ensuring that campaigns can adapt and innovate effectively in a fast-paced environment.
• Rory Wilson highlighted the role of creative quality, emphasising that strong, tailored messaging and high production standards are critical for standing out in a crowded Q4 landscape.

For a deeper dive into the discussion, the full webinar is available on demand!