It’s tough to predict exactly what the end of 2024 will bring, as we could see anything from a groundbreaking presidential election to a new “Barbenheimer” with the much-anticipated release of the “Wicked” and “Gladiator II” movies.
For marketers, however, the impact of Q4 doesn’t have to be so uncertain. You just need the right data to help you identify important advertising trends and prepare your holiday campaigns.
That’s where The Taboola Creative Shop comes in. Just like last year, our global team of creative experts and strategists gathered insights from across Taboola’s vast network to create the 2024 Q4 Holiday Creative Playbook, helping you prepare your campaigns for the holidays.
Here, we’ll break down the biggest Q4 trends and predictions you need to engage your target audiences and drive performance results this holiday season.
Let’s take a look.
First, Q4 2023 Trends: Engage, Intrigue, Resolve
Before we dive into predictions for 2024, let’s unpack the most notable creative trends from Q4 2023, since they can help inform this year’s campaigns.
Based on an analysis of Taboola’s highest-converting campaigns from this time period, we saw the following ad components and strategies boost performance:
- Question-based messaging. The most successful ads engaged readers by posing thought-provoking questions.
- Human elements. Ads included high-quality visuals of real people holding or using products.
- Problems & solutions. Ads directly addressed consumer problems with clear solutions.
- Time sensitivity. Ads created urgency with limited-time offers and buying deadlines.
Q4 2024 Trends: Sustainability, Personalization, Value
Looking ahead to Q4 2024, The Taboola Creative Shop gathered insights from our own network data as well as consumer behavior and market research. Based on their findings, they predict 2024 will be the year of sustainable, personalized, and value-oriented shopping. Each of these elements will be crucial in developing campaigns that resonate deeply with consumers’ current expectations and preferences.
Here’s a closer look at how they can play into your holiday 2024 campaigns:
Trend #1: Sustainability
According to a Nielsen report, 78% of consumers are more likely to purchase from brands that have verified sustainable practices. Consumers are also increasingly favoring products with minimal packaging to reduce waste, as highlighted by a GreenBiz survey.
To capitalize on this trend, Q4 2024 advertisers should highlight their:
- Commitment to sustainable products
- Eco-friendly products
- Certifications and sustainable materials
Trend #2: Personalization
Buyers today expect experiences to be tailored to their interests and needs. According to PYMNTS.com, 83% of consumers are interested in receiving personalized offers from brands.
To capture shoppers’ attention, your message needs to be timely and relevant. For example, you can personalize your ad experiences by:
- Targeting audiences based on their interests
- Reaching customers where they’re already engaged
- Customizing product recommendations to each user
Trend #3: Value
As RetailMeNot reported, 92% of shoppers look for deals when they shop, suggesting a significant emphasis on savings. Meanwhile, according to KPMG, 60% of consumers say that price impacts their brand loyalty.
This year, it will be crucial for advertisers to focus on value by highlighting:
- Deals and promotions
- Bundle sales
- Savings for early holiday shoppers
Winning Creative Strategies for Your Q4 2024 Campaigns
Now, let’s unpack creative strategies you can use to incorporate these key trends into your holiday 2024 ad campaigns.
Creative Strategies for Sustainability
As noted, sustainability is becoming increasingly important to consumers. That’s why The Creative Shop recommends highlighting eco-friendly messages and sustainable practices in your campaigns to connect with these eco-conscious audiences.
Going further, you can use your Q4 campaigns to showcase:
- Impactful change stories. Highlight stories of positive change through sustainable choices to inspire and motivate consumers.
- Nature-inspired creatives. Use imagery and themes from nature to create an emotional connection with eco-conscious consumers.
- Behind-the-scenes efforts. Offer detailed insights into the sustainable practices behind your products, building trust and credibility.
Creative Strategies for Personalization
Personalizing ads by leveraging real-time data can dramatically enhance relevance and engagement. Tailoring content to individual preferences also ensures your messages are always pertinent and compelling.
As you prepare your Q4 2024 campaigns, personalize your ads with:
- Dynamic content personalization. Use real-time data to tailor ads based on user interests, past behavior, or demographics, enhancing relevance.
- Collaborative creation. Encourage consumer involvement in the creation or customization of products, deepening perceived value.
- Self-assessment engagement. Offer interactive tools that help consumers identify the best products for their needs based on their personal preferences.
Creative Strategies for Value-Oriented Ads
Value is more critical than ever as 87% of holiday shoppers plan to use at least one money-saving strategy, according to Bankrate. Help your campaigns stand out among thrifty shoppers by including:
- Product trial encouragement. Offer trials or samples to demonstrate the quality and value of products, thereby reducing the perceived risk of purchasing.
- Time-sensitive offers. Implement limited-time offers or flash sales to create urgency, highlighting value and potential savings to encourage immediate purchases. Also, build anticipation for upcoming products or sales with teasers, countdowns, and previews.
- Eligibility-based CTAs. Develop calls to action that foster a sense of exclusivity and urgency, such as offering special discounts for first-time users or rewards for loyalty.
Achieve Holiday Success with Ease
Want to enhance your holiday campaign results? Get The Taboola Creative Shop’s 2024 Q4 Holiday Creative Playbook now. Discover additional creative playbooks and best practices here.
Explore more holiday and Q4 insights and trends on our blog, featuring: