“Tis the season” isn’t just about holiday or shopping; it is a time of movement, emotion, and discovery. Families are traveling, people are browsing across screens, and decisions are being made on the move. With over 71 million Americans expected to travel by car this Thanksgiving (Source: AAA/INRIX), 66% of shoppers starting their holiday purchases even before Black Friday (Source: McKinsey), and streaming reaching peak viewership across November and December evenings (Source: Nielsen), audiences are more dispersed, attentive, and emotionally responsive than ever. To win this season, brands must show up where people are across airports, malls, city centers, and homes, deliver warm, festive, moment-relevant messaging, and keep their story consistent across every screen to become part of their holiday moments and decisions.
Why CTV matters this season
Streaming is quickly becoming the new home of television audiences, moving viewers from traditional TV to highly addressable digital environments where impressions can be precisely targeted, optimized, and measured. In the United States, streaming accounted for approximately 43.8% of total TV viewing time as of March 2025, signaling a major shift in consumer behavior and media consumption (Source: Nielsen Report). Naturally, advertising budgets are following the audience migration. According to the Nielsen Report, CTV ad spending in the U.S. is projected to reach tens of billions in 2025, solidifying its position as one of the fastest-growing advertising channels.
Why DOOH complements CTV
Digital Out of Home advertising reintroduces physical context-sensitive reach at scale in shopping districts, transit hubs, retail areas, hotels, cafes, and dining venues precisely when consumers are outside socializing and spending. During the holiday season, foot traffic to restaurants, hotels, malls, cinemas, and entertainment venues surges as people go out for festive dinners, get-togethers, stays, and celebrations.
Here is what recent data shows about this surge:
Turning Holiday Awareness into Conversions
A winning holiday full-funnel strategy isn’t just about using many channels; it’s about guiding shoppers intentionally from discovery to purchase. Spark awareness with festive CTV and DOOH storytelling, then retarget engaged audiences through social and search with gift ideas and personalized offers. Drive conversions using promo-based ads, abandoned cart nudges, and on-site personalization like “Ships Before Christmas.” With holiday ecommerce expected to reach $253.4 billion, brands that connect awareness with conversion see stronger returns (Source: Adobe Analytics Report).
Conclusion
Lemma offers comprehensive holiday support across CTV, DOOH, and the full funnel, providing seamless activation. From integrating CTV for precise targeting and measurement to activating programmatic DOOH in high-traffic locations, including malls, hotels, restaurants, transit zones, and entertainment venues, Lemma ensures your brand remains visible during key holiday moments. With seamless full-funnel orchestration across media, creative, and attribution, Lemma helps turn seasonal awareness into measurable conversions.
