The Open Web and AI, the main protagonists in Retail Marketing campaigns this Christmas

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With the Christmas season approaching, the digital world is consolidating itself as the main showcase for brands. E-commerce continues to rise and, according to Insider Intelligence, is projected to reach 24% of global sales in 2026. For the retail sector, this growth represents a great opportunity… and also a challenge: adapting to the new expectations of digital consumers.

The Open Web: the ideal channel for authentic engagement
In an increasingly fragmented digital ecosystem, retailers are challenged to find the channels that truly resonate with their consumers. The Open Web gives brands the opportunity to reach high-quality audiences in spaces outside of walled gardens . Outbrain’s Retail Guide 2024 reveals that 4 in 5 advertisers, agencies and publishers prefer the Open Web for its effectiveness in reaching and connecting with valuable audiences.

This space is not only appealing to brands; it is also a favourite with consumers, who spend 59% of their time online on the Open Web . This shift in preferences has driven a notable increase in advertising investment, surpassing 50% for the first time since 2014.

For Rafa Amieva, General Manager of Outbrain Spain and Portugal, this trend is clear: software managers email database “More and more users and brands are betting on the Open Web not only for its privacy, but also because it offers clear and measurable results. It is especially effective in maximizing incremental reach and attention metrics, which are essential for the good development of a brand. The Open Web helps retailers connect with their consumers at every stage of the funnel, from discovery to conversion.”

AI: the ally for personalized experiences in real time
The demand for personalized experiences continues to grow, and artificial intelligence has become the great ally of modern marketing. In this sector, AI makes it possible to optimize campaigns in real time, adjust bids and offer truly relevant messages. In addition, in a context where privacy is increasingly important, AI allows for precise segmentation using contextual and first-party data . Combined with the Open Web , this technology allows brands to connect with key audiences at the right time, avoiding invasive tracking methods and improving ad resonance.

In the creative space, AI is revolutionizing content production by transforming performance data into tailored creative and messaging for each audience. With the Open Web and AI, brands can create variations of content that fit different formats and segments, ensuring that each ad makes an impact, whether in -article placements or in feeds .

Preparing winning holiday campaigns for 2024 and beyond
74% of advertisers believe that inventory on trusted news outlets offers a high ROI. Heading into the holiday season, leveraging the Open Web and AI will be key to standing out in an increasingly competitive market. The combination of the two allows brands to guide consumers seamlessly from discovery to purchase. To learn which strategies work best, check out Outbrain’s Retail Guide 2024 and make sure your holiday campaign stands out.

Check the guide