Radio And Digital Shine As Key Holiday Advertising Tools.

As the fourth quarter approaches, local media sellers have a prime opportunity to help advertisers capture holiday spending, writes Mallory Bouslog, Senior Account Executive at Marketron, for the RAB blog. While overall holiday growth may be modest, eMarketer predicts just a 1.2% increase over 2024; other forecasts are more optimistic, with Bain projecting a 4% boost for November and December. Bouslog notes, “Understanding these trends helps local media salespeople and the advertisers they work with gain a competitive advantage.”

Shoppers are starting earlier, often by October, and are more price-conscious, particularly Gen Z, while baby boomers may increase spending. Retailers should focus on creating excitement around in-store experiences for Black Friday, offer competitive pricing with urgency, and integrate humor where appropriate. Targeted campaigns combining radio’s broad reach with digital precision allow advertisers to connect with the right audiences.

Bouslog recommends an omnichannel approach, starting in October with brand-awareness campaigns and early discounts, ramping up in November with teasers and in-car radio ads, and continuing in December with themed promotions and last-minute urgency. Even post-holiday campaigns can drive sales through clearance promotions and gift card engagement. “For local media sellers and businesses, the time to begin campaign ideation and set up is now,” Bouslog emphasizes.

With strategic planning and creative execution, local media can help advertisers maximize holiday sales and build lasting brand connections.