As we head into the final months of the year, marketers and brands are gearing up for the most crucial period in their calendars. The holiday season, encompassing Black Friday, Cyber Monday, and Christmas, traditionally offers a golden opportunity for businesses to meet—and often exceed—their ambitious annual revenue goals.

But savvy advertisers know that the real opportunity extends beyond the conventional Q4 frenzy. Enter Q5 – the "fifth quarter" that spans from the day after Christmas to mid-January. To truly harness the power of Q5, marketers need to embrace a critical strategy: creative diversification.

Q5: The Extended Shopping Season

Did you know that as the traditional holiday season winds down, CPM rates take a nosedive and remain low until mid-January? This opens up a window of opportunity to boost brand profits and expand audience reach at a cost-base that's significantly more efficient than Q4.

Q5 is a golden opportunity to capitalize on high consumer shopping intent and lower media costs. In 2023, 68% of consumers planned to start their holiday shopping earlier, with many extending their shopping timelines beyond the traditional Q4 season.

The Booming Landscape of Q4 and Q5 Online Sales

As we look ahead to the 2024 holiday season, e-commerce sales are projected to reach a staggering $221.8 billion according to Adobe Analytics.

• Mobile devices are predicted to account for 53% of online sales during the holiday season.

• Smartphone-driven sales are expected to reach $117.6 billion.

Leveraging Creative Diversification in Q5

To stand out in a crowded marketplace, brands must embrace creative diversification. This involves:

1. Experimenting with different ad formats

2. Refreshing ad content regularly

3. Tailoring messaging to evolving consumer mindsets

Strategies for Q4 and Q5 Creative Diversification

Embrace Multi-Format Campaigns

Create themed sets of ads in various formats—display, video, dynamic, and animated. Engaging users across different touchpoints allows you to gather data on which elements resonate most.

Leverage Dynamic Creative Optimization (DCO)

Implement dynamic product feed integration to serve personalized carousels based on consumer interests. Multi-product campaigns drive better results and improve overall performance.

Adapt Messaging for Q5

Align your creative with the "New year, new me" mindset. Focus on motivational and inspirational language that speaks to achieving new goals and resolutions.

Rotate Ads Frequently

With app usage soaring during Q5, ad rotation is crucial. Prepare new variations to run after Black Friday to ensure your campaign remains relevant through the extended season.

Capitalize on "Self-Gifting" Trends

In Q5, many consumers shop for themselves using gift cards. Tailor your creative to appeal to this behavior with messaging like "Treat yourself to something you really wanted."

Invest in Interactive Ads and Playables

With mobile driving over half of holiday sales, interactive ads can significantly boost engagement. Develop playable ads that offer a snippet of functionality or a mini-game related to your product.

Optimize for Mobile-First Experiences

Ensure all creative assets are optimized for mobile viewing, including vertical video formats, easily tappable CTA buttons, and quick-loading assets.

Ready to meet your end-of-year revenue and growth goals? Learn how CRAFTSMAN's suite of creative technology services can help you drive real revenue growth in Q4, Q5, and beyond!

Request a Demo Today!