With Halloween taking place this Saturday, brands are looking to capitalise on one of the year’s biggest cultural moments. But as consumer behaviours, shopping habits, and viewing patterns evolve throughout the season, how can advertisers make the most of the opportunity? New Digital Age gathered industry reaction on how brands can use data, creativity and contextual relevance to connect with audiences this Halloween and turn seasonal engagement into longer-term value.
Ioanna Protogiannis, Vice President of Measurement and Reporting Solutions, LG Ad Solutions
“Halloween doesn’t just change what people watch. It changes when they watch. Last year, for example, LG Ad Solutions’ first-party data found that 51% of U.S. viewing on Halloween took place between 6 and 11 p.m., compared with 39% on the previous Friday.
“For advertisers, that shift creates an opportunity across CTV, including on the TV Home Screen, where brands can connect with audiences as they decide what to watch. Understanding these viewing patterns can help advertisers make more informed decisions about where and how they invest.
“And while Halloween is here now, advertisers are already planning for events like the Super Bowl and March Madness. The outcome shouldn’t be something advertisers measure only after a campaign ends. It should shape how they plan the campaign from the start. Simply being part of a big event isn’t a strategy. The real measure of success is whether that investment achieved what the advertiser set out to accomplish.”
Mateusz Ruminski, VP Product, PrimeAudience
“Halloween shopping doesn’t follow a single pattern. Some people are getting into the season early with Summerween trends and costume inspiration, while others are researching party ideas, comparing treats or leaving purchases until the last minute.
“For brands, the opportunity is to look beyond broad Halloween interest and understand what the content people engage with reveals about their interests and intent. Someone browsing pumpkin-carving ideas may have very different needs from someone comparing costumes or checking delivery options before 31 October. These signals can also change quickly as people move from inspiration to planning or making a purchase.
“Using contextual signals to build more relevant audience segments helps advertisers connect with consumers based on what matters to them in the moment, rather than relying on broad demographic profiles or assumptions about their interests. And this approach extends beyond Halloween to other cultural moments throughout the year, helping brands respond to changing consumer interests and needs.”
Edward Bagnall, Head of Creative Studio, EMEA at Uber Advertising
“Halloween lands on a Saturday this year, so the celebrations won’t fit into one night. Friday is the warm-up, Saturday is the main event, and Sunday is the recovery. Uber data from last year, when Halloween fell on a Friday, found UK pub and bar trips increased by 65%, while nightclub trips rose by 156%. When the calendar gives people room, they use it, and brands get a longer run to reach consumers as they shop, socialise, and prepare for different spooky festivities throughout the weekend.
“The challenge is making those connections meaningful, and creativity plays a crucial role here. Many advertisers will run one static Halloween message. The ones that stand out on a busy weekend will change the creative, tapping into the cultural moments, trends and behaviours surrounding Halloween to make brands feel part of the celebration. First-party data and contextual signals can help brands understand when these moments matter and deliver the right creative. That’s the difference between sticking a pumpkin on an existing campaign and showing up seamlessly in what people are actually doing.”
Colin Horan, Strategic Partner, FMCG, Bauer Media Outdoor
“Halloween is more than a seasonal spike in shopping; it’s a powerful Category Entry Point, bringing categories like confectionery into sharp focus as consumers look for treats, shareable moments and a little seasonal indulgence. For brands, it’s a chance to move beyond simply acknowledging Halloween and become part of the cultural moment. From eye-catching creative to playful, contextually relevant messaging, OOH can connect brands with Halloween as it plays out in the real world – across the streets and shopping journeys where culture and purchase come together”.
“That real-world context is one of OOH’s greatest strengths. Cultural moments happen in the places people live, socialise and shop, and OOH gives brands a highly visible way to become part of them. The strongest campaigns use the context around the poster – the location, environment, time or occasion – to make the creative feel more relevant, while remaining unmistakably connected to the brand. At Halloween, when so many advertisers are competing for attention, that combination of cultural relevance, context and distinctiveness can help brands not only join the moment, but be remembered for it for years to come.”
Frank Schofield, Senior Director, Enterprise Sales & Commerce Media, EMEA at Magnite
“Halloween is becoming a significant advertising season in its own right, giving it greater weight in the commercial calendar. Research from Savvy forecasts UK consumer spending on the holiday will hit £705 million this year and more than three quarters of UK families plan to celebrate Halloween in some capacity. As with many seasonal events that span weeks instead of a single day, a good strategy is often to build consideration early then retain budget to respond as purchase intent strengthens. Culture and entertainment offer ways to connect beyond costumes and sweet treats. Programmatic advertising gives brands the flexibility to reach audiences in relevant content and adjust investment as interests and shopping habits evolve throughout the season.”
Thomas Ives, Co-founder of RAAS LAB
“For a lot of people, Halloween started on 1st October, and brands are leaning in with extended marketing and product experiences. Whether it’s Krispy Kreme launching costumed doughnuts or Fortnite, GTA Online, and Battlefield 6 running spooky special events, Halloween offers a real chance to do something creative, distinctive, and shareable to bring novelty as the darker nights draw in. But long activations only work when your audience is already there. Most brands have to earn attention, which takes agility: ensuring advertising experiences feel relevant to how people are celebrating, shopping and spending their time.
“Halloween is made up of many small moments. Those hunting for a costume or thinking about what horror film to watch at Vue this weekend need a different message from someone planning a party. That’s where Relevance comes in. Brands need to match what they say to what people are doing or planning. Video has an important role to play in driving engagement, but only if it suits the page it runs on– otherwise it gets lost. Combining premium media with agile creative and ensuring the format and message work together gives brands the opportunity to weave seamlessly into every Halloween moment.”
Tom Ridges, CEO & Founder, Herdify
“Halloween is a treat for brands to get creative, connect with consumers and reach new audiences. But long-term growth is about more than seasonal promotions or price cuts; the trick is understanding what makes people engage with a brand in the real world and what inspires them to buy your products.
“Seasonal campaigns like Halloween can be good, but the problem is that every brand shows up at the same time, with the same discounts and chasing the same short spike in attention, then it’s over. But moments like this show you where influence lives: the street everyone goes trick-or-treating on, the parent who organises the party, the friend whose costume everyone copies. Brands that pay attention to where those conversations happen, and who’s driving them, can reach the right people well beyond Halloween.
“The brands that get Halloween right will be the ones that think beyond the day itself, finding ways to engage with customers, reach new audiences and turn seasonal buzz into long-term relationships.”
