With the holiday season fast approaching, over half of all marketers intend to allocate the majority of their holiday budgets to the upcoming month. Their primary focus will be on digital channels and direct purchases as they gear up for this lucrative season. That’s according to a comprehensive study conducted by Comscore’s Proximic, in collaboration with the ad-tech platform Nexxen.
Marketers favour mobile ads
By September, nearly 75% of holiday budgets are already locked in, and this figure rises to 97% by October, as per the industry survey focused on marketers overseeing programmatic holiday ad budgets.
