Are your holiday ads happy and bright?

Hard to believe the holiday season is upon us. Time to decorate, cook, celebrate - and shop. You don’t need me to tell you the importance of holiday advertising to major brands. According to the National Retail Federation, holiday sales can account for more as much as 30% of a retailer’s annual sales.* This means it is crunch time for brand advertising.

Next to the Super Bowl, no other time of year inspires the creativity of brands and agencies more. Talking M&Ms, Clydesdales delivering beer on snowy roads and polar bears sharing a Coke are an integral part of the holidays. Chances are, you spent months planning your holiday ad campaign. You produced the perfect, memorable ad to hopefully live in the memory for years to come – and to sell a boatload of product. So, what happens after weeks of white-boarding sessions, storyboards and selecting just the right talent? You probably didn’t think much about it, but you should.

Just like the presents to grandma and cards to people you haven’t seen in 10 years, your ad needs to get delivered. And, just like UPS or the post office, traffic is heavy this time of year. How do you make sure your package gets to its destination on time, still perfectly wrapped? Consider the following when sending your holiday ad spots:

  1. How fast will my spot arrive? – The backlog of orders at any one distribution point can cause a delay in ad sends, which could result in lost air time and revenue. Every second counts when it comes to getting your spot up and running. Make sure that you select an ad distribution partner that accommodate quick turns and reporting to ensure your spot has arrived as planned.
  2. Will the quality of my spot be maintained? -  After all of the time and money you put into your spot, you don’t want artifacts in the file, poor coloration or voice/audio mismatches. You want it to arrive in pristine condition, with a bow on top. Consider the amount of network traffic this time of year as Santa cats, and elf videos circulate the web. Can you trust your ad to the just any pipe or do you want to ensure the highest speed and quality of delivery?
  3. Who will help me? – End of year vacation time or downsizing can impact staffing this time of year. Who will you call if you need help with your spot delivery? Will a person answer or how long will your hold time be? Wasted time researching an issue is lost time resolving it and getting your ad up.

No matter how or where you decide to deliver your precious packages, make sure that you plan ahead to ensure the best possible experience and to guarantee that your holiday ads arrive happy and bright. Happy Holidays!