Campaign Tips for Peak Season 2025: How to Maximize Reach and Performance in DV360
Management Summary
In the following blog article, you will find the most important recommendations and strategic updates to implement now:
Strategy: The Peak starts earlier than ever and is Predictably Unpredictable + Research-driven
The most important insight from this year’s analysis is the change in the customer journey. Spontaneous purchases are declining, while the effort customers put into research is increasing.
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Start Early, Show Presence
The holiday shopping season begins earlier than many think. It is crucial to maintain a digital brand presence while consumers are researching. Building brand demand early ensures stronger results in Q4.
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Deliberate and Research-Driven
Shoppers’ purchase behavior has become even more deliberate and research-driven. This underscores the necessity of pre-sale campaigns.
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Channels Merge
This Peak Season, we face changed behaviors. The transition between searching, streaming, scrolling, and buying is fluid and must be considered cross-channel.
The Roadmap: Focusing on the Compressed Shopping Phase
As in 2024, the 2025 shopping season will also be concentrated in a compressed four-week period. Use this calendar to precisely coordinate budget and creative rollouts:
Peak Season Calendar 2025, Source: e-dialog based on Google
The most important days during Peak Season: Black Friday, Cyber Monday, Super Saturday remain the highest-revenue days. Plan the “Cyber Ramp” before and after these events accordingly.
DV360 Recommendations: The Four Crucial Levers
The strategic recommendations for a successful Peak Season are divided into four key areas:
Bidding & Budgets: Agility is Everything
In times of increased advertising pressure (CPMs rise by an average of 2x during the Black Friday/Cyber Week period), the strategy must be adjusted:
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Adjusting Goals:
Adjust bids and budgets to the seasonal increase. Expect higher CPMs and consider trading efficiency for volume. In this peak phase, the goal is to reach the maximum number of purchase-ready users. A temporarily higher CPA/lower ROAS is necessary here to secure reach and achieve maximum conversions.
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Automated Bidding
Use “Favor Goal” instead of “Favor Spend” algorithms. Adjust target CPAs/ROAS 1.5 to 2 times higher than the average to remain competitive in auctions.
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Budget Planning
Utilize Budget Allocation at the Insertion Order level and use tools like the Performance Planner to plan budgets demand-led.
Targeting: The Power of 1st Party Data
Consolidate data and leverage DV360’s strengths to build scalable audiences:
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Expand Audiences
Expand audiences and inventory access for holiday shoppers.
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Utilize First-Party Data
Rely on Floodlights and Google Analytics for dynamic audience activation.
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Lookalike Audiences (Beta)
This new feature is the standard for expanding 1st-party lists. The seed list must comprise at least 1,000 active users to work effectively with it.
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Custom Audiences
Use keywords, URLs, and app-based signals to create strong Custom Audiences.
Inventory: The New Marketplace
The revamped Marketplace facilitates the search and activation of inventory and provides crucial insights.
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Four Key Areas
The new Marketplace moves seamlessly across the four dimensions of Searching, Scrolling, Streaming, and Shopping.
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Enhanced Search Function
The improved search uses Google’s technology to make inventory recommendations faster and more precise.
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Consolidation and Frequency Cap Management
Consolidate CTV, audio, and display/video purchases in DV360 to avoid overexposure and maximize efficiency.
Operations: Streamlining Processes with AI
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Optimize workflows
and adapt them to changes with the help of AI.
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Utilize AI Features
Audience Personas and Targeting Templates are ideal for streamlining workflows and reducing error rates.
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Optimized Targeting
Use Optimized Targeting – advertisers see an average of 25% improvement in campaign goals here.
Conclusion: Act Now for Peak 2025
Peak Season is not a sprint, but marathon preparation. Those who start pre-sale campaigns now, adjust budgets, and use DV360’s AI tools to maximize reach via the new Marketplace will secure a decisive competitive advantage.
