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Coca-Cola also came under fire for its heavy use of AI in holiday ads. But there were also memorable campaigns that brought brands closer to consumers. From surprising out-of-home (OOH) stunts to compelling TV spots, here are our picks for the top five ad campaigns of 2024. Etsy puts a spotlight on Waldo.

TCL is far from the only brand experimenting with genAI video; Coca-Cola recently released holiday ads relying almost entirely on the technology. Market implications: There鈥檚 quite a bit riding on this shift. The entertainment industry is facing dual pressure to reduce costs while maintaining quality standards. Traditional production models are facing disruption as companies seek greater efficiency.

I don't make the holidays. I just know that it's true. Marcus (01:10):. He just does the research and brings it up every episode. Evelyn Mitchell-Wolf (01:13):. Well, I'm excited to go blueberry picking this year. Marcus (01:14):. In a year. Evelyn Mitchell-Wolf (01:14):. Not time. Jeremy Goldman (01:18):. Not time. Marcus (01:19):. Today's fact.

Brands embraced AI also; Coca-Cola used genAI video for a holiday campaign after OpenAI鈥檚 announcement of Sora piqued interest in the use case. By February, Google was rolling out genAI to all advertisers, despite questions about readiness. By May, the search giant launched AI overviews broadly, dramatically transforming the search landscape.

This year, total holiday retail sales will reach 1.4 trillion in the US per our forecast, but Q1 can be more challenging as people pull back due to what we call holiday hangover. They're also making returns. So one way to boost those sales can be finding ways to capitalize on New Year's resolutions. Let's break down that opportunity just a bit.

Best Buy, in partnership with media agency PMG, ran a geotargeted campaign in select stores, leveraging TV screens to run video ads promoting a collection of holiday pajamas sold by a nearby apparel retailer. Albertsons, as part of a pilot test for its non-endemic program in partnership with Rokt, ran ads on customers鈥� online checkout page featuring a free month of Hulu.

The future of malls: Malls鈥� holiday success is notable, but whether they can sustain that momentum into 2025 depends on how well they can adapt their offerings to suit consumers鈥� shifting preferences and ward off ecommerce鈥檚 encroachment.

"If there is a particular holiday or event鈥� there's likely an understanding from the consumers that this is a big event and there's going to be more of that kind of activity that's going on. So there's perhaps less sensitivity to ads at that point from the consumers' perspective.". On-site retail media ads dominate RMN budgets.

Coca-Cola unveiled its AI-created holiday commercials last month and the spots sparked a wealth of online criticism. Social media users called them "heartbreaking," while artists railed against the company for not using human creativity. Coca-Cola's new commercials follow a June Toys R Us ad made entirely with AI, which also caught some level of internet ire.

Walmart expanded the beta test for its genAI shopping assistant and is using AI to show shoppers more relevant holiday content throughout the season. Our take: GenAI is set to play a larger role this holiday season. Retailers are trying to offer customers more relevant experiences, and customers are relying on the tech to research products and uncover deals.

So choose what you want to watch and just prepare the come the holidays when you're sitting next to your family to watch that next holiday flick. You might be spending a good amount of time to select through Netflix's 15,000 titles and its library. Ethan Cramer-Flood:. That is an excellent stat. Marcus Johnson:. That was brilliant. Oscar Orozco:. Amazing. Marcus Johnson:.

In September, The Hallmark Channel launched a new streaming service, Hallmark+, which will focus on its signature holiday and feel-good content. Other notable players in this category include AMC+, Shudder, BritBox, and Crunchyroll, which together demonstrate an expanding market for specialized streaming services.

The best time to reach most Hispanic consumers is in the lead-up to major holidays and events. Christmas is the biggest annual holiday for almost every Hispanic ethnicity, with most families celebrating the night before. Similarly, the World Cup is a unifying event in which Hispanic viewers usually end up rooting for whichever Latin American countries make it the furthest. Sources. Comscore Inc.

Go further: Read our US Holiday Shopping 2024 report and our US Holiday Ecommerce Sales Benchmarks: Q4 2024.

碍谤辞驳别谤鈥檚 holiday campaign includes a 鈥淪hop the Scene鈥� experience on Hulu where customers in select geographies can scan an on-screen QR code to shop recipes inspired by 鈥淣ational Lampoon鈥檚 Christmas Vacation.鈥�. The CW Network partnered with Shopsense AI to make its weekly coverage of ACC college football games shoppable.

That'll be the first episode of the new year, and happiest of holidays to everyone in the meantime.

Holiday hopes: Delayed Apple Intelligence features brought down consumer interest in Apple鈥檚 iPhone 16, and production was cut by about 10 million units in October. Cook said Apple has its strongest lineup ever going into the holiday season, though iPhone hardware updates were minimal. The iPhone 16鈥檚 AI addition only supports English.

It also has high expectations for its recently launched Revolve Holiday Shop. The shop鈥檚 curated gift guides are anchored around thematic personas like 鈥淭he Cool Girl,鈥� 鈥淭he Beauty Obsessed,鈥� and 鈥淭he Host with the Most.鈥�.

Surprisingly, Walmart鈥檚 sales fell 1.9%, despite hosting its Walmart Holiday Deals event from October 8-13.

I think you noted this, that their October Prime Big Deals Days, most of the shoppers on that day, I think three quarters, they're shopping not for the holidays. They're shopping just to get ordinary for themselves goods. Some, 25%, are buying holiday things, but most people aren't.

Puma CEO Arne Freundt expects to end the year strong as it saw 鈥渧ery encouraging鈥� demand during China's Golden Week holiday in October and the lead-up to Singles' Day on November 11. Meanwhile, Under Armour now expects its operating loss for FY25 to be as much as $196 million, compared with its previous forecast of a loss up to $240 million.

The retailer鈥檚 ability to get shoppers what they need鈥攁nd fast鈥攚ill give it a 42.1% share of US holiday retail ecommerce sales this year, per our forecast鈥攎ore than its full-year share of US online sales. Go further: Read our reports on The Ecommerce Delivery Opportunity, US Ecommerce Forecast 2024, US Holiday Shopping 2024, and US Amazon vs. Other Retailers Benchmarks: Q4 2024.

Yeah, I mean we talked on the podcast last week about some Shopify data, I think, that showed that holiday returns were up like 28% over last year or something. I think that as social commerce explodes more and more, returns are only going to accelerate. And you either need to really tighten those return policies or find the right partners to make that viable. Suzy Davidkhanian (13:59):.