Beyond the Jump Scare: Engaging Holiday Viewers
Halloween is a peak season for viewer attention. Families and friends gather around the biggest screen in the house, ready for spooky movie marathons and festive specials. For advertisers, this presents a golden opportunity on Connected TV (CTV) platforms. The challenge? Cutting through the holiday haze with a non-skippable ad that entertains rather than annoys. A successful Halloween creative doesn’t just get seen—it gets remembered. It leans into the spirit of the season to create a connection, turning a captive audience into an engaged one.
This guide will explore how to craft compelling, non-skippable CTV creatives that capture viewer attention on Halloween night, ensuring your message is the treat, not the trick, of their viewing experience.
Why CTV is a Hauntingly Good Choice for Halloween
The Immersive Living Room Experience
Unlike small mobile screens, CTV offers a cinematic canvas. The high-resolution, large-format display allows for visually rich storytelling that can fully immerse viewers in a Halloween narrative. When your ad plays in a shared, relaxed environment, its impact is amplified, making it a powerful tool for building brand awareness and recall.
Precision Targeting for Spooky Season
The power of programmatic advertising on CTV means you can go beyond broad demographics. You can target audiences based on the type of content they’re watching—be it horror films, family-friendly Halloween specials, or spooky reality shows. This contextual relevance ensures your ad feels like a natural part of the viewing experience, boosting viewer engagement and receptiveness.
Did You Know?
Holiday-themed programming drives significant viewership spikes on CTV platforms. Data shows that households are more likely to engage with ads that align with the seasonal context. While non-skippable ads have nearly 100% completion rates by nature, creatives that are contextually relevant can see ad recall rates jump by over 20%, proving that great creative is essential for turning views into value.
6 Tips for Bewitching Halloween CTV Creatives
1. Master the Tone: Spooky, Not Scary
The goal is to delight, not terrify, your audience away from your brand. Unless you’re advertising a horror movie, aim for a universally appealing “spooky” tone. Think playful ghosts, charming monsters, or a clever nod to classic Halloween themes. This approach ensures your ad resonates with a broad audience, from families watching together to couples on the couch. Aligning your creative tone with the programming is a key part of an effective OTT/CTV advertising strategy.
2. Hook Them in the First Three Seconds
A non-skippable ad means they *have* to watch, but it doesn’t mean they have to pay attention. The first few seconds are critical for grabbing their focus. Use a compelling visual, an intriguing question, or a surprising sound to pull them in immediately. A strong opening prevents viewers from mentally checking out or reaching for their phones before your core message is delivered.
3. Let Audio Cast the Spell
Sound is a powerful storytelling tool, especially for a holiday like Halloween. A creaking door, a witch’s cackle, or a suspenseful musical score can instantly set the mood. Invest in high-quality sound design that complements your visuals. Remember, your ad is playing through TV speakers, providing a rich audio experience. This is also why integrating streaming audio advertising into your broader campaign can create a consistent, multi-channel presence.
4. Keep the Narrative Simple and Visual
CTV ads are often viewed from a distance, and sometimes with the sound muted. Your story should be easy to follow through visuals alone. Avoid cluttered screens or complex text overlays. Focus on a single, clear message and use strong, evocative imagery to convey it. For detailed ad requirements, always consult the platform’s creative specs to ensure optimal delivery.
5. Drive Action with a Clear Call-to-Action (CTA)
What do you want the viewer to do after seeing your ad? Whether it’s visiting your website, looking for your product in stores, or downloading an app, your CTA should be unmistakable. Use a combination of on-screen text and a voiceover to reinforce the message. Interactive elements like QR codes are increasingly effective, bridging the gap between the big screen and the viewer’s personal device, turning passive viewing into active engagement.
6. Leverage Advanced Targeting
Go beyond contextual placements by using addressable advertising to reach specific households. You can target viewers based on past purchasing behavior (like buying Halloween candy or decorations), location, or lifestyle interests. This level of precision ensures your creative is not only seasonally relevant but also personally resonant, dramatically increasing its effectiveness.
Do’s and Don’ts for Halloween CTV Ads
| Do | Don’t |
|---|---|
| Lean into playful, seasonal themes that entertain. | Use excessive gore or jump scares that can alienate viewers. |
| Use high-impact visuals and audio to capture attention. | Overcrowd the screen with text or overly complex graphics. |
| Ensure your branding is clear and visible. | Wait until the end of the ad to reveal your brand. |
| Include a simple, actionable CTA. | Assume the viewer knows what to do next. |
Ready to Haunt the Right Screens?
Don’t let your advertising efforts become a ghost. With the right strategy, your non-skippable CTV ads can become a memorable part of your audience’s Halloween experience. At ConsulTV, we specialize in building data-driven programmatic campaigns that reach the right viewers in the right moments.
Frequently Asked Questions
How long should a non-skippable CTV ad be for maximum impact?
While platforms allow for various lengths, 15 and 30-second spots are the most common and effective. A 15-second ad is perfect for a single, powerful message, while a 30-second ad allows for more storytelling. The key is to make every second count, regardless of the length.
What are the best metrics to measure viewer engagement for a Halloween CTV campaign?
Beyond completion rate (which will be near 100%), focus on metrics like ad recall, brand lift, and conversion actions. If you include a QR code, tracking scan rates is a direct measure of engagement. Foot traffic attribution is another powerful metric, especially for brick-and-mortar businesses promoting Halloween specials. Our consolidated reporting platform helps track these KPIs.
Can I target users who have searched for Halloween-related terms?
Yes. With search retargeting, you can serve CTV ads to households based on their recent online search queries. This allows you to reach a highly relevant audience that has already demonstrated interest in Halloween costumes, decorations, or events, making your ad exceptionally timely.
Glossary of Terms
- CTV (Connected TV): A television set that is connected to the internet, allowing viewers to stream video content through apps like Netflix, Hulu, or YouTube TV.
- OTT (Over-the-Top): Refers to the delivery of TV/video content directly to viewers over the internet, bypassing traditional cable or satellite providers. This content is viewed on devices like smart TVs (CTV), computers, and mobile phones.
- Non-Skippable Ad: A video ad format that a viewer must watch in its entirety before their selected content begins or resumes.
- Programmatic Advertising: The automated buying and selling of digital advertising space. Algorithms are used to target specific audiences in real-time, making ad buys more efficient and precise.