The shopping season is becoming longer, more dynamic, and increasingly connected. For brands, this means looking beyond Black Friday and engaging consumers across different screens, channels, and seasonal moments throughout the purchasing journey.
By connecting CTV, mobile, e-commerce, and physical stores, brands can create a more consistent experience from the first interaction through conversion.
Maximize every opportunity throughout the season
From Black Friday and Cyber Monday to Christmas and the holidays, each moment brings different consumer needs and opportunities.
Pre-Black Friday: consumers are researching products, comparing prices, and creating wish lists. Brands can use this period to build awareness and generate purchase intent through CTV, mobile re-engagement, and relevant audience signals.
Black Friday: as purchase intent increases, brands brands can focus on driving action with relevant offers, product availability, store proximity, and dynamic creatives. They can also connect CTV exposure with mobile messaging to reinforce the campaign across screens.
Cyber Monday: as shopping activity continues online, brands can re-engage consumers who interacted with previous campaigns and highlight relevant promotions, product availability, and delivery options.
Christmas and the Holidays: consumer priorities shift toward gifting, celebrations, and last-minute purchases. Brands can use insights from earlier campaign activity to shape more relevant messaging across CTV, mobile, DOOH, e-commerce, and physical stores.
Brands can apply insights from each stage to the next seasonal moment, creating a more connected strategy throughout the shopping season.
From attention to conversion
During Shopping Season 2026,, consumers may see an ad on mobile, watch a campaign on CTV, research products and prices, visit a physical store, or browse an e-commerce platform before making a decision.
Brands can connect these touchpoints through a cross-screen strategy that supports consumers as they move from awareness to consideration and eventually, action.
Three key stages of a successful strategy:
Before the campaign: Build awareness, identify relevant audiences, and generate purchase intent.
During the campaign: Connect screens, adapt messagings, and encourage action at relevant moments.
After the campaign: Re-engage audiences, apply campaign learnings, and use those insights for the next seasonal opportunity.
The customer journey during Shopping Season:
> CTV exposure: Reach consumers with an impactful message on the largest screen in the household.
> Mobile re-engagement: Deliver a complementary message or call to action on mobile within exposed households.
> Research and comparison: Stay relevant, as consumers research products, compare options and evaluate prices.
> Store or e-commerce visit: Continue engaging consumers as they move closer to a purchase decision.
> Conversion: Encourage action with relevant messaging at the right moment.
CTV Household Sync: Connect CTV and Mobile
CTV Household Sync connects CTV ad exposure with mobile re-engagement across devices within the same household. After seeing an ad on CTV, consumers can receive a complementary mobile message with a related offer, product, or call to action.
This helps brands extend CTV campaigns beyond awareness and encourage action across screens.
Reach Relevant Audiences
Brands can use first-party data, behavioral and browsing signals, app interests, and other relevant data sources to build and activate audiences with greater affinity for their products. These signals help brands deliver more relevant messaging throughout the shopping season.
Why Invest in an Omnichannel Strategy?
By connecting online and offline touchpoints, brands can:
- Expand qualified reach and engagement
- Reinforce campaign messaging across screens
- Encourage visits to physical stores and digital properties
- Connect media exposure with measurable actions
- Apply campaign learnings to future seasonal opportunities
Build a Strategy for the Entire Shopping Season
Shopping Season 2026 goes beyond a single promotional date. By connecting each stage of the season, brands can use campaign insights to create more relevant experiences and drive measurable actions.
Ready to maximize your Shopping Season campaigns? Let’s talk.
