The holiday advertising season is louder and more fragmented than ever, and this year, our own Chief Media Officer, Megan Boveri, joined industry leaders in LBB’s latest feature exploring where brands should focus their dollars to win the season.
As consumer behavior shifts and media costs climb, Megan shared how midsize brands can still achieve premium visibility without leaning on the massive budgets behind national holiday tentpoles.
“For midsize clients not working with the budgets required for a national presence in holiday tentpoles like NFL matchups and the Macy’s Thanksgiving Day Parade, we tap into custom Holiday and Live Event PMPs through our programmatic trading platforms… By anchoring spend in environments with strong contextual signals while layering on audience precision, we help brands maximize both reach and relevance.”
Across the article, leaders from Kantar, DEPT®, DAC, Iris, Radiocentre, and more echoed similar themes:
- Multi-channel flexibility is essential
- Retail media and short-form social are driving discovery
- CTV continues to surge as the new holiday “big screen”
- And in a crowded season, relevance wins over volume
For brands navigating 2025’s Christmas season, the key is making every impression work harder, meeting consumers where discovery turns into decision.
Read the full article and explore all the expert perspectives here: Where Should Christmas Advertisers Invest Their Media Spend?
