Industry Insights
CTV Ad Creative Best Practices: How to Make Holiday Ads That Sleigh
During the holidays, ads just hit different - especially on TV. Viewers are in a festive mood, spending more time streaming premium content, and actually paying closer attention to the brands that show up. In fact:
- 64% of consumers pay closer attention to holiday ads than ads at other times of the year
- 62% pay closer attention to holiday ads on TV than on social
- 57% say a holiday TV ad has inspired them to research online
- 45% say they’ve made a purchase directly after watching a holiday ad on TV
- Get more holiday shopping insights here
So whether you’re in the midst of planning a holiday shopping weekend campaign for a Black Friday sale, Small Business Saturday promo, or Cyber Monday offer, or just want to drive sales during the biggest shopping season of the year, the key is clear: your creative needs to shine.
We brought in Spencer Parker, VP & Group Creative Director at Paramount, to share his top creative principles for making CTV ads that capture attention, inspire action, and stay memorable all season long. In a word, sleigh.
Add these to your ad creation checklist (and check them twice), then watch the full webinar for even more trends and insights that will help get your brand on your audience’s holiday shopping lists.
1. Make your brand unmissable
On social, viewers scroll. On CTV, they watch. But that doesn’t mean you can ease into your story. Your opening seconds matter more than ever.
Plus, brand recall is the backbone of any great holiday ad, especially when consumers are comparing deals and making fast decisions.
Spencer recommends:
- Start with a bold visual, unexpected action, or compelling headline
- Introduce your brand in the first few seconds (logo, product shot, mention, or recognizable brand asset)
- Reinforce branding throughout with colors, typography, audio branding, and visuals
- End with a legible, on-brand end card
Watch the clip:
2. Capture their eyes and their ears
CTV viewers may be leaning back, multitasking, or reaching for their phone. But unlike on social, they aren’t skipping your ad. That means your creative should still grab their attention if they’re looking at multiple screens, or listening from across the room.
Here’s how:
- Pair motion + audio strategically
- Add on-screen text so your message lands even if the sound is off
- Use clear narration for viewers who look away
Watch the clip:
3. Focus on one message at a time
The holiday season is an offer-heavy moment, but that doesn’t mean your ad should be. Trying to say everything at once (multiple offers, features, promos) risks saying nothing at all.
Keep your ad single-minded:
- Choose one core message per spot
- If promoting a discount, keep the entire ad focused on that offer
- If building awareness, stick to storytelling and branding
- Keep copy tight and avoid clutter
Watch the clip:
4. Make your CTA long, clear, and impossible to miss
Holiday shoppers are ready to act. But your CTA (whether that’s a QR code, discount code, or clear next step) must give them enough time and clarity to do it.
Follow these tips:
- Keep CTAs simple (“Visit us,” “Shop now,” “Scan to save”)
- Use short, memorable URLs, or better yet, a QR code
- If using a QR code, keep it large and on-screen for as long as possible
- Consider adding both a visual and spoken CTA
Watch the clip:
5. Think with a big-screen mindset
Holiday shoppers are ready to act. But your CTA (whether that’s a QR code, discount code, or clear next step) must give them enough time and clarity to do it.
Follow these tips:
- Keep CTAs simple (“Visit us,” “Shop now,” “Scan to save”)
- Use short, memorable URLs, or better yet, a QR code
- If using a QR code, keep it large and on-screen for as long as possible
- Consider adding both a visual and spoken CTA
Watch the clip:
Bonus: Don’t have a holiday ad? Build one in minutes.
If you don’t have video assets ready to go, Paramount Ads Manager offers a free AI-powered tool that builds a professional, TV-ready ad in minutes using your website URL, brand colors, and existing assets.
Perfect for:
- Last-minute campaigns
- Promo-specific holiday spots
- Evergreen ads with holiday framing
Ready to sleigh your holiday CTV campaign?
Holiday CTV viewers are more attentive, more inspired, and more likely to act. And with the right creative, your brand won’t just show up - it’ll stand out.
