[{"data":1,"prerenderedAt":439},["ShallowReactive",2],{"insight-where-to-spend-smarter-paid-media-retail-media-strategy-for-holiday-2025":3},{"page":4,"related":377,"index":437},{"id":5,"published":6,"lastPublished":7,"title":8,"slug":9,"thumbnail":10,"date":11,"author":27,"categories":34,"contributors":39,"content":40,"thumbnailStyle":11,"schemaTypes":372,"schemaCustom":373,"faqs":11,"seo":374},"BKiZkD_sQ9a68SuuGz_zoA","2025-12-01T04:18:55+00:00","2025-12-01T04:28:34+00:00","Where to Spend: Smarter Paid Media & Retail Media Strategy for Holiday 2025","where-to-spend-smarter-paid-media-retail-media-strategy-for-holiday-2025",{"alt":11,"title":11,"focalPoint":12,"width":14,"height":15,"thumbnail":16,"small":17,"medium":18,"responsiveImage":19},null,{"x":13,"y":13},0.5,1200,676,"https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":20,"webpSrcSet":21,"sizes":22,"src":23,"width":14,"height":15,"aspectRatio":24,"alt":11,"title":11,"base64":25,"bgColor":26},"https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 300w,https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 600w,https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 900w,https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&fit=max&h=2440&q=85&w=2440 1200w","","(max-width: 1200px) 100vw, 1200px","https://www.datocms-assets.com/151374/1764562665-holiday-2025-paid-media-blog.png?auto=format&fit=max&h=2440&q=85&w=2440",1.7751479289940828,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgTCwoLDhgQFQ0NDhMWDhEWFx8ZGBYVFhUaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLBQUFEAUFEC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAEAAwEAAAAAAAAAAAAAAAAGAQIFAP/EAB8QAAIBAwUBAAAAAAAAAAAAAAECAAMEQQUGERRREv/EABYBAAMAAAAAAAAAAAAAAAAAAAACA//EABQRAQAAAAAAAAAAAAAAAAAAAAD/2gAMAwEAAhEDEQA/AAy2ouXUH2Ll20r6L9c4g3stQAKxJQ3BcDSSuOIqbAeyNnUZR7OlO89xUYsMyYB//9k=","#c8e15e",{"id":28,"slug":29,"name":30,"photo":31,"role":33},"Fq1vG1_wSb6RSxIwOLOhYw","lola-behrens","Lola Behrens",{"src":32},"https://www.datocms-assets.com/151374/1741301596-lola-behrens.png?auto=format&fit=max&h=300&q=85&w=300","Marketing Manager",[35],{"id":36,"slug":37,"title":38},"MRbbOcHbQoOkSXAsol9Qqw","pov","POV",[],{"value":41,"blocks":365},{"schema":42,"document":43},"dast",{"type":44,"children":45},"root",[46,52,55,60,64,69,73,77,81,85,134,138,141,145,149,189,193,196,200,204,246,250,253,257,261,266,298,302,305,310,326,346,348],{"type":47,"children":48},"paragraph",[49],{"type":50,"value":51},"span","🎁 Plan Smarter, Perform Better: Get our full 2025 Holiday Guide for platform-specific creative strategies, campaign timing insights, and high-performing ad formats.",{"item":53,"type":54},"T-BvySWVTIKM2fQ8YO1ZFw","block",{"type":56,"level":57,"children":58},"heading",2,[59],{"type":50,"value":8},{"type":47,"children":61},[62],{"type":50,"value":63},"With just weeks left in the 2025 holiday season, your paid media strategy can still make or break year-end performance. The window may be narrower, but it’s far from closed. Brands that stay active and intentional across paid, retail, and affiliate media can capture high-intent shoppers and close the year strong.",{"type":56,"level":65,"children":66},3,[67],{"type":50,"value":68},"The Final Weeks Still Matter (Here’s Why)",{"type":47,"children":70},[71],{"type":50,"value":72},"Too many brands go dark after Cyber Monday, missing out on a huge share of late-season conversions. December remains a high-conversion period, with a significant portion of holiday purchases occurring in the final stretch—especially from shoppers previously exposed to campaigns.",{"type":47,"children":74},[75],{"type":50,"value":76},"If your goal is to maximize ROI in Q4, it’s not too late. You just need to shift how and where you spend.",{"type":56,"level":65,"children":78},[79],{"type":50,"value":80},"Paid Media That Converts in the Final Stretch",{"type":47,"children":82},[83],{"type":50,"value":84},"Now is the time to shift your messaging and formats to match shopper urgency:",{"type":86,"style":87,"children":88},"list","bulleted",[89,102,113,124],{"type":90,"children":91},"listItem",[92],{"type":47,"children":93},[94,96,100],{"type":50,"value":95},"Use ",{"type":50,"marks":97,"value":99},[98],"strong","urgency-driven creative",{"type":50,"value":101},": \"Last chance to ship,\" \"Only a few left,\" or \"Order by [date] for delivery\"",{"type":90,"children":103},[104],{"type":47,"children":105},[106,108,111],{"type":50,"value":107},"Focus on ",{"type":50,"marks":109,"value":110},[98],"retargeting and DPAs",{"type":50,"value":112}," to re-engage warm audiences and cart abandoners",{"type":90,"children":114},[115],{"type":47,"children":116},[117,119,122],{"type":50,"value":118},"Promote ",{"type":50,"marks":120,"value":121},[98],"e-gift cards",{"type":50,"value":123}," and instant gifting solutions to reduce friction",{"type":90,"children":125},[126],{"type":47,"children":127},[128,129,132],{"type":50,"value":95},{"type":50,"marks":130,"value":131},[98],"statics, short-form video, and bold overlays",{"type":50,"value":133}," to support quick scanning and decision-making",{"type":47,"children":135},[136],{"type":50,"value":137},"Media that reassures, simplifies, and sparks action will outperform the noise.",{"type":47,"children":139},[140],{"type":50,"value":21},{"type":56,"level":65,"children":142},[143],{"type":50,"value":144},"Retail Media: Own the Digital Shelf",{"type":47,"children":146},[147],{"type":50,"value":148},"Retail media is still one of the most powerful tools in a brand’s Q4 arsenal. In the final weeks:",{"type":86,"style":87,"children":150},[151,162,172,178],{"type":90,"children":152},[153],{"type":47,"children":154},[155,157,160],{"type":50,"value":156},"Prioritize ",{"type":50,"marks":158,"value":159},[98],"high-visibility placements",{"type":50,"value":161}," within key retailer sites",{"type":90,"children":163},[164],{"type":47,"children":165},[166,167,170],{"type":50,"value":118},{"type":50,"marks":168,"value":169},[98],"product bundles",{"type":50,"value":171}," or \"ready-to-ship\" SKUs",{"type":90,"children":173},[174],{"type":47,"children":175},[176],{"type":50,"value":177},"Align inventory and messaging with current fulfillment capabilities",{"type":90,"children":179},[180],{"type":47,"children":181},[182,184,187],{"type":50,"value":183},"Leverage ",{"type":50,"marks":185,"value":186},[98],"first-party data",{"type":50,"value":188}," to refine targeting on the fly",{"type":47,"children":190},[191],{"type":50,"value":192},"With shoppers actively browsing retail platforms, visibility and availability equal conversion.",{"type":47,"children":194},[195],{"type":50,"value":21},{"type":56,"level":65,"children":197},[198],{"type":50,"value":199},"Affiliate & Influencer Channels: Low-Friction, High-Trust",{"type":47,"children":201},[202],{"type":50,"value":203},"As gifting decisions become more rushed and emotional, buyers turn to trusted sources. That’s where affiliate and influencer media shines:",{"type":86,"style":87,"children":205},[206,217,226,240],{"type":90,"children":207},[208],{"type":47,"children":209},[210,212,215],{"type":50,"value":211},"Launch or refresh ",{"type":50,"marks":213,"value":214},[98],"affiliate-exclusive offers",{"type":50,"value":216}," for last-minute shoppers",{"type":90,"children":218},[219],{"type":47,"children":220},[221,223],{"type":50,"value":222},"Partner with creators to surface ",{"type":50,"marks":224,"value":225},[98],"personalized gift recommendations",{"type":90,"children":227},[228],{"type":47,"children":229},[230,232,235,237],{"type":50,"value":231},"Highlight ",{"type":50,"marks":233,"value":234},[98],"Buy Now, Pay Later",{"type":50,"value":236}," options and ",{"type":50,"marks":238,"value":239},[98],"mobile-first checkouts",{"type":90,"children":241},[242],{"type":47,"children":243},[244],{"type":50,"value":245},"Combine storytelling with urgency in influencer content (e.g., \"What I'm gifting this year\")",{"type":47,"children":247},[248],{"type":50,"value":249},"These channels help your brand show up where decisions are being made, not just browsed.",{"type":47,"children":251},[252],{"type":50,"value":21},{"type":56,"level":65,"children":254},[255],{"type":50,"value":256},"Budget Allocation: Where to Focus Now",{"type":47,"children":258},[259],{"type":50,"value":260},"Your remaining December budget should do three things: reinforce urgency, close high-intent audiences, and extend gifting flexibility. Focus on:",{"type":47,"children":262},[263],{"type":50,"marks":264,"value":265},[98],"Holiday Media Moves for December:",{"type":86,"style":87,"children":267},[268,274,280,286,292],{"type":90,"children":269},[270],{"type":47,"children":271},[272],{"type":50,"value":273},"Retargeting + DPAs across Meta, Google, and retail media",{"type":90,"children":275},[276],{"type":47,"children":277},[278],{"type":50,"value":279},"CTV or social placements that emphasize e-gift options",{"type":90,"children":281},[282],{"type":47,"children":283},[284],{"type":50,"value":285},"Affiliate partners with fast-traffic turnaround",{"type":90,"children":287},[288],{"type":47,"children":289},[290],{"type":50,"value":291},"Influencer content with strong emotional and seasonal hooks",{"type":90,"children":293},[294],{"type":47,"children":295},[296],{"type":50,"value":297},"Mobile-first formats optimized for speed and conversion",{"type":47,"children":299},[300],{"type":50,"value":301},"It’s not about spreading thin, it’s about spending smarter in channels that drive year-end results.",{"type":47,"children":303},[304],{"type":50,"value":21},{"type":56,"level":65,"children":306},[307],{"type":50,"marks":308,"value":309},[98],"Want the Full Breakdown by Channel?",{"type":47,"children":311},[312,314,324],{"type":50,"value":313},"Our ",{"url":315,"meta":316,"type":320,"children":321},"https://hellonewengen.com/insights/2025-holiday-guide-for-brands-marketing-leaders",[317],{"id":318,"value":319},"target","_blank","link",[322],{"type":50,"value":323},"2025 Holiday Guide",{"type":50,"value":325}," includes:",{"type":86,"style":87,"children":327},[328,334,340],{"type":90,"children":329},[330],{"type":47,"children":331},[332],{"type":50,"value":333},"Channel-by-channel strategy recommendations",{"type":90,"children":335},[336],{"type":47,"children":337},[338],{"type":50,"value":339},"Creative formats that perform at each stage of the funnel",{"type":90,"children":341},[342],{"type":47,"children":343},[344],{"type":50,"value":345},"Platform-specific tips for social, retail, and affiliate media",{"item":347,"type":54},"bspg5PP-T7-ir7EQ-maznw",{"type":47,"children":349},[350,354,362],{"type":50,"marks":351,"value":353},[352],"emphasis","Looking for hands-on support? Explore New Engen’s ",{"url":355,"meta":356,"type":320,"children":358},"https://hellonewengen.com/services/",[357],{"id":318,"value":319},[359],{"type":50,"marks":360,"value":361},[352],"media and retail marketing services",{"type":50,"marks":363,"value":364},[352]," or connect with our team to build your custom performance plan.",[366,370],{"id":53,"type":367,"label":368,"script":369},"hubspot_block","DOWNLOAD THE HOLIDAY GUIDE","\u003Cscript charset=\"utf-8\" type=\"text/javascript\" src=\"//js.hsforms.net/forms/embed/v2.js\">\u003C/script>\n\u003Cscript>\n  hbspt.forms.create({\n    portalId: \"46586773\",\n    formId: \"2d360cc5-2b4c-4df0-a604-62d0e4682ab3\",\n    region: \"na1\"\n  });\n\u003C/script>",{"id":347,"type":367,"label":371,"script":369},"DOWNLOAD THE FREE GUIDE",[],"\u003Cscript type=\"application/ld+json\">\n{\n  \"@context\": \"https://schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"BreadcrumbList\",\n      \"itemListElement\": [\n        {\n          \"@type\": \"ListItem\",\n          \"position\": 1,\n          \"name\": \"Home\",\n          \"item\": \"https://hellonewengen.com/\"\n        },\n        {\n          \"@type\": \"ListItem\",\n          \"position\": 2,\n          \"name\": \"Insights\",\n          \"item\": \"https://hellonewengen.com/insights/\"\n        },\n        {\n          \"@type\": \"ListItem\",\n          \"position\": 3,\n          \"name\": \"Where to Spend: Smarter Paid Media & Retail Media Strategy for Holiday 2025\",\n          \"item\": \"https://hellonewengen.com/insights/where-to-spend-smarter-paid-media-retail-media-strategy-for-holiday-2025/\"\n        }\n      ]\n    },\n    {\n      \"@type\": \"Article\",\n      \"headline\": \"Where to Spend: Smarter Paid Media & Retail Media Strategy for Holiday 2025\",\n      \"alternativeHeadline\": \"Smarter Holiday 2025 Paid Media & Retail Media Strategy\",\n      \"description\": \"Learn how to shift media spend across paid, retail, and affiliate to capture late-season holiday conversions. 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Urgency, trust, and visibility still drive conversions.",[378,394,423],{"slug":379,"title":380,"date":381,"categories":382,"thumbnail":11,"thumbnailStyle":388},"unpacking-the-latest-tiktok-news-and-what-it-could-mean-for-marketers","Unpacking the Latest TikTok News (and What it Could Mean for Marketers)","2024-03-15",[383,387],{"id":384,"slug":385,"title":386},"LbuHh1WgRAydUNn_o9U0-w","tiktok","TikTok",{"id":36,"slug":37,"title":38},{"id":389,"type":390,"title":391,"date":11,"logo":11,"bg":392,"color":11},"SbBAVli5T6uXs0VtJWG3Yg","thumbnail_event_block","Unpacking the Latest TikTok News",{"hex":393},"#CCE0D9",{"slug":395,"title":396,"date":397,"categories":398,"thumbnail":407,"thumbnailStyle":11},"influencer-marketing-trends-june-2026","Influencer Marketing Trends: June 2026","2026-05-29",[399,403],{"id":400,"slug":401,"title":402},"EnfBBA40QlSAgNJtq952nQ","influencer-marketing-trends","Influencer Marketing Trends",{"id":404,"slug":405,"title":406},"B0y1WBnOS32UYm7_kNLcPQ","trends","Trends",{"alt":408,"title":409,"focalPoint":410,"width":411,"height":412,"thumbnail":413,"small":414,"medium":415,"responsiveImage":416},"Illustration of social media engagement icons including chat bubbles, video posts, heart reactions, and thumbs-up reactions on a green background — influencer marketing trends June 2026","Influencer Marketing Trends June 2026",{"x":13,"y":13},1680,858,"https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":417,"webpSrcSet":21,"sizes":418,"src":419,"width":411,"height":412,"aspectRatio":420,"alt":408,"title":409,"base64":421,"bgColor":422},"https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 420w,https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 840w,https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1260w,https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=2440&q=85&w=2440 1680w","(max-width: 1680px) 100vw, 1680px","https://www.datocms-assets.com/151374/1780088014-influencer-marketing-trends-blog-post-3.jpg?auto=format&fit=max&h=2440&q=85&w=2440",1.9580419580419581,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBhAQDQgLCg0ODg0ODg0NDxENDREYFx8ZGBYTFhUaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA4QHDscFhw7Oy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAAAwQG/8QAGxAAAgIDAQAAAAAAAAAAAAAAAAMCEQESEzH/xAAXAQADAQAAAAAAAAAAAAAAAAADBAYC/8QAGhEAAgMBAQAAAAAAAAAAAAAAAgMAEjERBP/aAAwDAQACEQMRAD8A2zXZol7Z2L2qjRNyjt4S/nYquTSyHkYp2aAcpUaARaxVsgyIez//2Q==","#eb5a2f",{"slug":424,"title":425,"date":426,"categories":427,"thumbnail":11,"thumbnailStyle":432},"new-engen-welcomes-blake-marts-as-vp-of-corporate-strategy","New Engen Welcomes Blake Marts as VP of Corporate Strategy","2024-01-18",[428],{"id":429,"slug":430,"title":431},"SBVnlBKZQEKb1W3KJvwGww","press-release","Press Release",{"id":433,"type":390,"title":434,"date":11,"logo":11,"bg":435,"color":11},"YfYTpdv-S_Ol_SFhhQt89g","Welcome Blake Marts, VP of Corporate Strategy",{"hex":436},"#CCE561",{"relatedText":438},"\u003Cdiv>\n\u003Cdiv>\u003Cspan> Want to learn more? \u003Ca href=\"https://hellonewengen.com/contact\">Get in touch\u003C/a> \u003C/span>\u003Ca href=\"mailto:info@newengen.com\" target=\"_blank\" rel=\"noopener\">\u003Cspan>\u003C/span>\u003C/a>\u003Cspan> or connect with us on \u003C/span>\u003Ca href=\"https://www.linkedin.com/company/newengen\" target=\"_blank\" rel=\"noopener\">\u003Cspan>LinkedIn\u003C/span>\u003C/a>\u003Cspan>.\u003C/span>\u003C/div>\n\u003C/div>",1780339429713]