The most wonderful time to plan
Season’s greetings and welcome to Ozone’s Festive Fix – your ultimate guide to planning and activating campaigns across the Premium Web this Q4.
This guide is designed to bring a touch of festive sparkle to your digital advertising plans throughout the season of goodwill. With Ozone, the premium digital advertising platform created by publishers for brands, you’ll unlock Q4’s golden moments and tap into the season’s 24-carat content categories.
Download our festive guides
Whether you’re kicking off the celebrations in October with Halloween, bidding farewell to 2024 on New Year’s Eve, or navigating key events like the US election, Black Friday, and Christmas itself, we’ve got you covered. Plus, we’ll share insights on when consumers are most engaged with content about festive feasts, tech gifting, or something a little more luxury.
So what are you waiting for, download our festive guides below…
What to expect in Q4 2024
Q4 is always the golden quarter, but each year from October to December brings its own unique circumstances. In recent years, we’ve witnessed a global pandemic, celebrated a winter World Cup, and faced economic strain due to the cost of living crisis. So, what can we expect to see in 2024?
Reasons to be cheerful
The 2024 election brought a new Labour Government under Prime Minister Keir Starmer, with the slogan ‘Change begins’. While change won’t happen overnight, there’s a renewed sense of optimism after a prolonged period of political disillusionment.
This positive outlook should be further boosted by a strong performance from Team GB at the Paris Olympic and Paralympic Games. Combined with the usual festive cheer, this will create an ideal environment for more emotive and creative advertising, resonating well with consumers.
Christmas without the crunch?
In Q4 2023, UK inflation was at a staggering 9.4%, the highest since 1990. By May 2024, inflation had dropped to 2.0%, reaching the Bank of England’s target for the first time since July 2021. Despite a much welcomed cut in interest rates in early August, sticky inflation may keep prices high for food, household bills, and transport later in the year.
So, what does this mean for consumer confidence? With budgets tight, second-hand gifting or regifting should remain popular, yet the urge to splurge could also emerge, especially on little luxuries. Just as consumers have prioritised holidays during the cost of living crisis, they’re likely to do the same with their festive spending. Expect Black Friday, Cyber Monday, and other sales events to play a crucial role as consumers hunt for deals.
America votes
Although outside the UK, the US Presidential Election in November will undoubtedly have global repercussions. The fiercely contested campaign has already ruled incumbent president, Joe Biden, out and seen Democratic nominee Kamala Harris go viral thanks to Charlie XCX’s “Kamala is Brat” endorsement.
Although outside the UK, the US Presidential Election in November will undoubtedly have global repercussions. The fiercely contested campaign has already ruled incumbent president, Joe Biden, out and seen Democratic nominee Kamala Harris go viral thanks to Charlie XCX’s “Kamala is Brat” endorsement.
More time to get away
With both Christmas Day and New Year’s Day falling on a Wednesday, those with remaining annual leave can enjoy a 16-day break by taking just six days off. This extended time off provides an opportunity for quality time with family and friends, potentially leading to an increase in both UK staycations and overseas holidays during the festive period.
With over-tourism protests seen in popular summer destinations, those opting to travel in the quieter winter months may enjoy European destinations at a more relaxed pace. Travel Tuesday, the popular US holiday booking day in November, could also become a key festive booking opportunity for British
