Selen Ozkan, Head of CPG, EMEA, Uber Advertising
“As Black Friday and Cyber Monday roll in and the festive scramble ramps up, consumers will flit between impulse-driven and more considered buys. Throughout their day, as they browse, compare, and plan purchases across channels, they’ll also be busy researching, bookmarking, and saving items for checkout. This balance makes the job harder for advertisers, but it also opens a window for those who know how to speak to these moments.
“To stand out, creativity can’t sit in a vacuum. It needs to show up when customers show intent, connecting with people in the context of what they are doing and their mindset. When it appears at the right moment, it’s far more likely to capture attention, cut through the seasonal noise and influence decisions. By thoughtfully combining creative formats, timing, and insight into the consumer journey, marketers can turn these moments of intent into lasting brand engagement.”
Helen Keelan, Senior Sales Director at LG Ad Solutions, comments:
“Black Friday is no longer just about slashed prices – it’s about smart, seamless shopping experiences. With consumers constantly multitasking across devices, the Smart TV Home Screen is a vital moment of influence; the new “front page of the living room” where brand discovery, deal-hunting and decision-making converge.
“As our latest Home Screen Report shows, this medium is now one of the most powerful opportunities for attention. It’s where 97% of LG TV users begin their viewing journey, 85% describe Home Screen ads as clear and brand-building, and 71% say they’re willing to learn more about the brands they see.
“This year, more brands than ever are utilising the Home Screen in their media mix, not just as an awareness tool, but as an interactive retail space. Whether it’s through shoppable QR codes, dynamic creative, or contextual targeting, advertisers are creating immersive campaigns that meet people in high-attention moments – when they’re actively browsing, not just watching. In a crowded retail season, it’s not just about being seen, it’s about being remembered. And the Home Screen is where those lasting impressions are increasingly made.”
Phil Acton, Country Manager UK, Adform, comments:
“With Black Friday approaching and the colder nights setting in, bargain hunters and early Christmas shoppers will spend their evenings in front of the TV, scrolling for offers on their mobiles, and their days out hunting for deals. Brands that can connect these moments will stay front and centre with consumers.
“What this means is using every channel available, and in harmony. CTV and premium video will take a big share of the spotlight, but advertisers shouldn’t overlook DOOH. Programmatic technology and third-party measurement have finally made outdoor advertising flexible, easy to use, and accountable. With real-world triggers based on weather, footfall, or nearby events, DOOH can be optimised just like any other programmatic channel. This means relevant retail campaigns flow naturally from the phone in hand, to the screen at home, to the show-stopping billboards people see while out and about.
“As such, the brands that will deliver game-changing results this Black Friday and Cyber Monday are the ones treating DOOH as a multiplier, not a bolt-on, for their omnichannel campaigns.”
Matt Bahr, CEO & Co-founder, Fairing
“Marketers heading into Black Friday can expect another record season for sales but a much harder one for attribution. The lines between discovery and conversion have blurred more than ever. Consumers are seeing products through creators, podcasts, communities, and increasingly through AI-driven search, but they’re completing their purchases elsewhere – often days later and on a different channel altogether.
“Traditional analytics are still built to reward the final click, which means many of the channels driving intent won’t get the credit they deserve this season. The brands best prepared for this shift are those listening directly to their customers – combining quantitative data with authentic feedback to understand what truly drove the purchase. Black Friday isn’t just a test of ad spend anymore; it’s a test of how well marketers can see beyond their dashboards.”
Maor Sadra, CEO & Co-founder, INCRMNTAL
“Black Friday promises big wins, but too often delivers bigger illusions. Just because conversions spike, it doesn’t mean your campaign caused them. Seasonal demand is already sky-high – so how can brands tell whether sales were driven by advertising or would’ve happened anyway?
“Brands that don’t measure incrementality risk mistaking correlation for performance – and wasting budget on results that aren’t real.
“At INCRMNTAL, we’ve analysed billions in seasonal ad spend, and one trend is clear: the brands that win promo periods aren’t the ones shouting the loudest, they’re the ones measuring the smartest. Campaigns with precision targeting and real-time incrementality insights consistently outperform those blindly chasing scale.
“This year, marketers are spreading spend across more channels – from CTV and retail media to influencers and OOH. That fragmentation makes attribution murkier than ever. Without knowing what’s truly driving lift, it’s easy to end up rewarding the wrong platforms and replicating flawed strategies next quarter.
“The Q4 promo periods should not simply be seen as an opportunity to sell, but to learn. With real measurement, Black Friday becomes a growth moment rather than a guessing game.”
Julie Selman, SVP, Head of EMEA at Magnite, comments:
“Black Friday has evolved into a multi-week shopping moment that flows straight into the festive period. As a result, consumers are becoming more intentional about how and where they spend. They’re researching earlier, bookmarking products and saving items in their baskets – so the ads they see in premium streaming environments have the power to influence those purchases.
“With consumers winding down for Christmas and settling into their personalised watchlists and curated holiday content, streaming becomes a natural part of the festive routine. These lean-in viewing moments make ads more memorable and more trusted. With so many brands fighting for attention during the busiest retail season of the year, CTV provides a powerful way to cut through by tapping into these cultural moments. The combination of premium content and the precision of addressable targeting means advertisers can reach highly attentive audiences at precisely the right point in their festive journeys.
“As consumers continue to be thoughtful with their spending, the brands that prioritise value, clarity and trust, delivered through well-executed programmatic strategies, will resonate most. Black Friday and the run-up to Christmas are no longer just about discounts; they’re about creating meaningful connections. And this year, those who embrace the strengths of CTV will be best placed to capture demand at its peak.”
Charles Taylor, Marketing Manager at Herdify
“Black Friday always generates enormous noise, but behind the frenzy lies an uncomfortable truth: heavy discounting rarely creates meaningful new customers. In most cases, retailers end up giving margin away to people who would have purchased anyway, while the real challenge – converting light or lapsed buyers – goes largely unsolved.
“Behavioural research shows that discount-led events tend to attract ‘deal chasers’ rather than build preference. Shoppers respond to the price cut, not to the brand, which is why so many Black Friday buyers disappear once the hype fades.
“The real commercial question is whether you can activate enough light buyers to justify the revenue you sacrifice from loyal ones. That’s where understanding advocacy becomes powerful. If you can pinpoint the communities where people are already positively inclined towards your brand, you can focus Black Friday activity where it’s most likely to create incremental demand, not just cheaper transactions.
“Black Friday will always deliver a spike, but the smarter opportunity is using it to accelerate genuine momentum, rather than subsidising purchases you would have won anyway.”
Adam Jabłoński, Head of Account Management Strategy at RTB House, comments:
“The Black Friday and Cyber Monday weekend has become a can’t-miss event in the calendars of brands across every sector. There really is a buzz in the air across the advertising ecosystem as marketers begin riding the wave of increased interest to drive brands forward. While this is, of course, an opportunity, it also leaves brands fighting for attention.
“With consumer behaviour in a constant state of dynamic flux, it can be challenging for marketers to respond effectively. In addition, our data shows that increased noise on Black Friday leads to higher cost-per-click for e-commerce brands. This is all the more reason for them to look to next-generation technology to make every click count.
“ AI-driven solutions, particularly Deep Learning, can drive efficiencies that yield stronger results. No other tool is as effective at processing such large quantities of data, recognising patterns and making decisions, all within a millionth of a second. This is what will make the difference, if brands need to use it effectively to win out over their competitors.”
The companies mentioned above are clients of Bluestripe Group, the publisher of New Digital Age.
