2024 Q4 Holiday
Creative Playbook
Insights, trends, and predictions to help
advertisers prepare campaign creativeassets for the Q4 holiday season.

Published By:

Taboola Creative Shop

Q4 2024 - Q1 2025

TaboolaOverview &Agenda
CreativeShop

TaboolaInsights

Q4 Trends& Predictions

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0102

Timeline
Strategies

VerticalTrends

Next
Steps

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Taboola Creative Shop
is a global in-houseagency and team ofcreative educators.
WHO WE ARE➔ Powering recommendations foradvertisers around the world and back.
➔ Distributing industry-specific insights,trends,and strategies to boost performance.
➔ Enhancing and creating assets for topadvertisers.

Bombas is a comfort-focused apparel brand witha mission to help those in need.

Challenge

Drive holiday sales for its revamped andexpanded line of slippers, and reach newcustomers

Solution

Use Taboola native ads, Attentive Audiences, andsite retargeting to reach potential customers
across the open web.
Bombas’ own creative team worked closely with
Taboola’s Creative Shop to guide the direction of
innovative new creative strategies ahead of Q4.
Taboola’s Creative Shop also supported increating new assets for additional Bombas
campaigns, which also resulted in significant
performance improvements
post-implementation.

Results

With Taboola, Bombas achieved a 50% increasein ROAS, above-average CTR, and 1.26x increasein ROAS with Attentive Audiences.

The Best Slippers for a Lazy Sunday(Or WHF Day)
Bombas | Sponsored01: Taboola
Insights

Q4 2023 vCTR, CVR Trends for Lead Generation

vCTR was the highest at
early october before
consumer attention is
focused on shopping.
We notice a post
Christmas (Q5) peak inCVR that can beassociated with familydiscussions and newyear decisions.

*Based on Taboola data between Sept 2023 and Jan 2024

Q4 2023 vCTR, CVR Trends for Purchases

CVR has a steady
growth towards thepeaks of Nov shoppingdays and up toChristmas.
User engagement(vCTR) is higher than
avg throughout Q4 withand increase up toChristmas.

*Based on Taboola data between Sept 2023 and Jan 2024

Readership Insights:
What Are The Top Topics People
Read About?

OCTOBERCYBER FIVEDECEMBER

NEW YEAR

PetsCars
BeautyPC Games
Parenting

FootballApple Watch
Local Businesses
Home Improve
Food

InvestingReal Estate
NatureCooking
Basketball

HealthVideo Games
WeatherFamilyLifestyle*Based on Pageviews analysis between October 2023 and Dec 2023

Peak Months for Leading Verticals
Based on vCTR
Best months for:
Personal Finance are Oct & Nov
Medical Health are Sep & Dec
Home and Garden are Sep & Dec
Automotive are Sep & Oct
Healthy Living are Oct & Nov
Technology are Sep & Oct*Based on Taboola data between October 2023 and January 2024

02: Q4
Trends &Predictions

Look Back:

Q4 2023
Creative Trends:
Engage, Intrigue, Resolve
Question-Based Engagement:
Engages readers by posing
thought-provoking questions.

Human element
Question-Based Engagement

I Buy All My Gifts Here, Now Even More With
50% Off For Cyber Monday
How To Choose the Perfect Gift For Dads?
[See Ideas]

Tech Brand | Sponsored

Tech Brand | Sponsored

Read More

Human element:
Visuals of products being held orused.
Problem-Solution:
Directly addresses consumer
problems with clear solutions.
Time Sensitivity:
Creates urgency with limited-timeoffers and deadlines.

Learn More

Problem-Solution

Time Sensitivity

No Time For Holiday Shopping? See 97 of theCoolest Gifts (Ships Before Christmas)
Lifestyle Brand | Sponsored

Shop Now

Get Viral Face Cream with Early Shoppers
60% Discount (By End of Month)

Beauty Brand | Sponsored

Buy Now

Based on an analysis of Taboola’s highest converting Q4 campaigns in Q4 of 2023.

For Q4 2024 , we predict a focus on sustainable,
personalized & value oriented shopping*

Sustainable

PersonalizedValue

Commitment to sustainability
Eco-friendly products
Highlight certifications &materials

Personalized Ads
Leverage Audience
Interests
Customization of products

Deals & Promotions
Bundle Sales
Early Shopping*Based on an analysis of market insights, current economic events, Taboola’s current creative trends, and the evolution of trending Q4 creative strategies.

Creative Strategies:
Sustainability
44% of consumers are more likely to buy from a sustainable brand➔Impactful Change Stories:
Highlight stories of positive change through sustainablechoices to inspire and motivate consumers.

➔Nature-Inspired Engagement:

I Chose These Fully Recyclable Headphones(Learn How I Make an Impact)
Tech Brand | Sponsored

Read MoreUse imagery and themes from nature to create anemotional connection with eco-conscious consumers.
➔Transparency / Behind-the-Scenes Engagement:
Offer detailed insights into the sustainable practices
behind products, building trust and credibility.

Start Saving on Your Car Insurance Today
With[Brand][30%off]50% Off Our Zero Waste
BlackFriday
Deal:
Facial Line (Go Green This Holiday)
ReadMore

Join thousands already making a difference whenchoosing our full organic vegan products,
Beauty Brand | SponsoredShop Now*From Forbes, Salisfy & Numberator’sCreative Strategies:
Personalization
83% of consumers are interested in receiving personalized offers➔

Dynamic Content Personalization:
Use real-time data to tailor ads based on user interests,
past behavior, or demographics, enhancing relevance.

➔Collaborative Creation:

New York: Fully Customize Glasses (Try themOn Online with New AI Features)
Fashion Brand | Sponsored

Try Now

Encourage consumer involvement in the creation orcustomization of products, deepening perceived value.
➔Self-Assessment Engagement:
Offer interactive tools that help consumers identify thebest products for their needs, based on personal
preferences.

Start Saving on Your Car Insurance Today
With[Brand][30% off]
Peoplein Berlin
Are Personalising TheirMakeup For Christmas (Test for Free)
ReadMore

Use our interactive blending tools to create theperfect shade for you. If you don’t like it - return it
Beauty Brand | SponsoredLearn More

*From Forbes, Salisfy & Numberator’sCreative Strategies:
Value
87% of holiday shoppers plan to use at least one money-saving strategy➔

Product Trial Encouragement:
Offer trials or samples to demonstrate the quality and value ofproducts, thereby reducing the perceived risk.

➔Time-Sensitive Offers:

Early Shoppers Get Exclusive Access toLimited Edition Running Shoe of The Year
Fashion Brand | SponsoredSign Up

Implement limited-time offers or flash sales to create urgency,
highlighting the value and potential savings to encourage
immediate purchases. Build anticipation by upcoming products orsales with teasers, countdowns, and previews➔

Eligibility-Based CTAs:
Develop calls-to-action that foster a sense of exclusivity andurgency, such as offering special discounts for first-time users or
rewards for loyalty, to emphasize the value of products.

Start Saving on Your Car Insurance Today
With[Brand][30%off]TopOn The2024
Gift list: Get This Affordable
Smart Watch Now 30% Off [30 Days
Free Trial]
ReadMore

Easy to use cutting edge technology to help you
boost your exercise and monitor your health.
Tech Brand | Sponsored

Buy Now*From Forbes, Salisfy & Numberator’s03: Consumers
Holiday Timeline

Market Insights
Holiday Timeline 2024

Early Shopping & ResearchConsideration

Discount Purchasing

Last Minute Purchasing

Return + Refresh

OctoberNovemberCyber Five

December“Q5” XMAS - New Year

32%of consumers
makes plans 3+months in advance

45%of consumers makeplans 1-2 months inadvance

30%of shoppers plan tospend more ononline holiday
shopping in 2024
than in 2023

Gen Zshoppers will likely
continue theirspending disciplineand spend moretime seeking thebest prices

73% ofMillennials

plan to indulge inself gifting while
holiday shopping*From Forbes, Salisfy & Numberator’s

Q4 Holiday Creative Timeline

Align your creatives to consumer mindset and behaviors

Early Shopping & ResearchConsideration

Discount Purchasing

Last Minute Purchasing

Return + Refresh

OctoberNovemberCyber Five

December“Q5” XMAS - New Year

Grab It First: 50% Off Our
Eco-Friendly Perfume Going Viral

Custom Sneakers Are the Must-Have
This Holiday Season

Cyber Monday: 35% Off On Top
Rated VR Glasses [Plus Free Gift]

Last Minute $50 Grilling Gifts For
Dad (Add To Cart)

Kickstart 2025: 10% Off Sign-Ups
for Personalized Fitness Programs

Plus my “early access” code for exclusivesavings.

Made 100% of recycled materials, bringback your old pair and get an extra 10% off

How to score cyber deals all weekend long.

Still in stock and under $100, these items ship
next day - plus free gift wrapping!

4 ways to get started on “New Year, NewYou” resolution

Perfume Brand | Sponsored

Buy Now

Shoe Brand | SponsoredLearn More

Tech Brand | Sponsored

Shop Now

Fashion Brand | Sponsored

Buy Now

Health Brand | Sponsored

Shop Now

04: CreativeTips By
VerticalCreative Tips:
BeautyTitle Trends:

Talk about eco-friendly
materials, recycling old
products, and discounts.

BEAUTY

Image Trends:

Feature closeups of aperson applying
product, before/after,
hands holding productLooking For Sustainable Makeup? Our FabConcealer Is Back in Stock
Only our concealer is made from Certified
Organic protective plant oils for a hydrated feel.
Beauty Brand | Sponsored

Our Organic Lip Colors Are Now 25% Off(Recycle Old Makeup and Get 5% Extra)
Say goodbye to synthetic dyes and discover thenatural beauty of plant-derived ingredients.
Beauty Brand | SponsoredLearn More

Watch NowCreative Tips:
TechnologyTitle Tips:

Call out how product helps
in daily life, share hacks /secrets / tips, what’s new /innovative, emphasize
discounts and promos

Monday Tech Roundup: Save Up to 50% onGadgets
Shop discounted smartwatches, tablets, phones,and more. Updated every week.

TECHNOLOGY

Tech Brand | Sponsored

Get Offer
11 Lesser-Known AR Features That Can
Boost Your Productivity

BONUS TIP:
Download our Tech Creative Playbook by
Taboola's Creative Shop, or our Gaming Creative
Playbook by Taboola's Creative Shop

From virtual workout sessions to 3D multitasking,the next digital revolution is already underway.
Tech Brand | Sponsored

Read More

Image Tips:

Use closeups of product orhands holding product /device, authentic peopleCreative Tips:
Fashion, Style,& Shopping

FASHION, STYLETitle Tips:

Describe productpersonalization features,brand sustainability, whoendorses it, who it’s perfectfor, cool factor

Image Tips:

Showcase product on clean
background, or in unique
POVs

Holiday Sale: Eco-Friendly Knitwear
Designed For Every Budget
Browse our collection of knit sweaters madefrom recycled polyester. Now with free shipping!
Fashion Brand | Sponsored

Stumped for Gifts? Get Mom Customized,
Vintage-Inspired Jewelry
Surprise Mom with personalized, one-of-a-kindjewelry. All orders are eligible for gift wrapping.
Fashion Brand | Sponsored

Buy Now

Shop NowCreative Tips:
Healthy Living
Title Tips:

Talk about personalized plans,
how the product benefits
consumer health by calling out
specific issues

HEALTHY LIVING

Meal Prep: Save Money by Making This
Low-Calorie Smoothie At Home
We asked a panel of health food experts toshare their favorite smoothie ingredients.
Fitness Brand | SponsoredImage Tips:

Try Now
How a Personalized Fitness Routine Changed
My Body – and My Mind

BONUS TIP:
Download our Health Creative Playbook
Taboola's Creative Shop

“I started for my physical health. I never thought
exercise would help my mental health too.”
Health Brand | Sponsored

Click Here

Display hands holding or using
the product, visualization ofauthentic people that
represent potential audience

Creative Tips:
TravelTitle Tips:

Promote urgent sales andbooking opportunities,
personalized holiday bookings,
planning for summer

TRAVEL

Image Tips:

Highlight people enjoying beachor resort destinations, locationsand vacation milestones

Here’s How to Build Your Own Vacation
Package from Texas to Europe
Designing your own itinerary is easier than youthink. Start building your dream vacation now.
Travel Brand | SponsoredBook Now

When’s the Best Time For Families to Book
Summer Trips? (Right Now)
According to travel agents, families should booknext year’s vacations now for optimal flexibility.
Travel Brand | Sponsored

Get Offer

BONUS TIP:
Download our Travel Creative

Playbook by Taboola's CreativeShop

Creative Tips:
Home & Garden
Title Tips:

Reveal tips/tricks/hacks, use
numbered lists for trends andgifts, communicate promosand discounts

HOME & GARDEN

15 Budget-Friendly Grilling Recipes For
People of All Diets
Between allergies and restrictions, there’s a lotto consider when feeding a large group.
Home Brand | Sponsored

Image Tips:

Try Now
Elevate Your Family Dinner with Sustainably
Sourced Centerpieces
Spruce up your holidays with beautiful floral
arrangements grown by local farmers.
Garden Brand | Sponsored

Shop Now

Show closeups of product(s) in
use in its setting (indoor oroutdoor), hands holding anddemonstrating the productCreative Tips:
Automotive
Title Tips:

Emphasis eco friendly features, bedirect and up front about
promotions and offers, options for
trading in or selling, new car
models for 2025

Holiday Checklist: 5 Things To Know About
Renting an Electric Car
Before you visit Grandma, make sure your EV isready for the journey with a little preparation.

AUTOMOTIVE

Rental Car Brand | Sponsored

Image Tips:

Use eye catching colors, visuals of
charging cars, cars in open roads,
visuals of cars in holiday/winterenvironment

Book Now

The Best Year-End Holiday Deals on Cars Are
Happening Now
Stylish. Reliable. Fuel efficient. Find the vehicle
that’s right for you.
Car Brand | Sponsored

Try Now

BONUS TIP:
Download our Auto Creative
Playbook by Taboola's CreativeShopCreative Tips:
Finance
Title Tips:

Lead with value, expert
predictions, naming of assets
or institution, audiencecallouts by life events

3 Steps to Check If You Qualify for a
Mortgage [Get Your Holiday Home]
Major Bank’s guide to buying a home is free ofcharge with the option to book a consultation.

FINANCE

Finance Brand | Sponsored

Image Tips:

Use closeups of experts, typesof assets or currency, personat device organizing finances

Expert Says 2025 Is The Time To Invest InThis Type of Asset
Discover tips, predictions, and expert picks whenyou sign up for this newsletter.
Finance Brand | SponsoredLearn MoreGet Offer

BONUS TIP:
Download our Finance Creative
Playbook by Taboola's CreativeShop

3 Steps To
Perfect YourHoliday
CreativeStrategy
Prepare for a
successful holiday
season rooted in data,
insights, and creativetrends.

1. Review
Audit previous holiday
campaigns, inaddition to market
insights

2. PlanPlan yourcampaign andstrategy while
following theconsumer mindset

3. Create
Create your ads
inspired by Taboola’s
creative trends andbest practices

THANKYOU.