Dec 20, 2024
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Insights
Christmas transforms how brands and streaming services connect with audiences, tailoring content and interfaces to regional traditions. This analysis reveals global advertising and streaming trends for the festive season.
UCAN and LATAM: USA Leads Christmas Advertising
The UCAN region stands out for adapting both interfaces and ad campaigns to the holiday season. At least two Christmas-themed ads per content were recorded, with 26 unique advertisers. Metro by T-Mobile stood out as the brand that appeared most frequently across different platforms, including Hulu, Amazon Prime Video, Max, and Peacock. Their campaigns focused on electronics like cell phones and smartwatches, occupying prime ad slots and creating high visibility as the first brand viewers encounter during content interruptions.
In Latin America, the landscape varies. Liverpool dominated Christmas advertising in Mexico, becoming the most visible brand on streaming platforms. In contrast, Argentina did not feature any Christmas ads across the analyzed platforms, highlighting significant regional differences in advertising strategies.
EMEA and Asia-Pacific: Contrasts and Singularities
In EMEA, the UK led in holiday advertising, while campaigns for the Champions League and Black Friday dominated the region. Furthermore, in the UK and Spain Disney+ promoted its own Christmas content, reflecting a focus on local audiences. However, this strategy was not replicated globally, emphasizing regional uniqueness.
Australia spearheaded holiday advertising in Oceania with market and connectivity-focused campaigns in mid-roll ad slots. Conversely, Japan and South Korea lacked Christmas advertising, showcasing cultural differences shaping advertising strategies.
Advertising in Christmas and Non-Christmas Content
Among all advertisers with themed campaigns, 72% focused on non-Christmas titles, 18% targeted exclusively Christmas content, and 10% appeared in both. These insights reveal how advertisers adapt strategies based on context and festive alignment.
In the US, Dove leveraged dual advertising tactics in “Meet Me at Christmas,” using pre-roll ads and pause ads. Both campaigns reinforced the festive connection, enhancing the brand’s alignment with holiday content.
In Chile, Ralph Lauren’s Christmas campaigns exclusively targeted films, using personalized pre-roll messages. This approach underscores how festive elements can foster meaningful audience connections.
Streaming Interfaces Embrace the Festive Spirit
Streaming services transformed its interfaces to immerse users in the holiday season. Among the changes appear:
Netflix integrates an animated video as a special banner for the holiday’s collection and includes thematic categories beginning with “In the mood for…”
Disney+ curates’ collections “Holiday Seasons”, “Santa Clausula” and “Home Alone”.
Other platforms follow suit.
Max adds festive visual touches like Christmas lights in its kids’ section filters, that light up when users hover, and categories like “Fireplace Atmosphere”, with scenes of fireplaces from titles to play as background.
Peacock presents “Santa Claus’ Picks” category, with different holiday filters, and the special section “Find Your Seat at the Table”, that includes holiday episodes of popular sitcoms like New Girl and Brooklyn Nine-Nine.
Amazon Prime Video diversifies with categories like “Under the Mistletoe” and features less-represented holidays such as Hanukkah, creating a globally inclusive festive atmosphere.
Regional differences define Christmas advertising strategies. Some regions excel in festive campaigns, while others see limited impact. However, streaming platforms universally adopt festive interfaces, ensuring the holiday spirit is represented across markets. This highlights their commitment to creating engaging user experiences during key moments of the year.
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