The Trade Desk(US:TTD) Sou Hu Cai Jing·2025-09-16 16:31Core Insights - The article emphasizes the importance of a premium internet omnichannel strategy centered around CTV (Connected TV) for Chinese brands aiming to expand globally during the 2025 holiday shopping season, despite ongoing economic pressures [1][4][6] Group 1: Holiday Shopping Trends - The 2025 holiday shopping season is characterized by earlier preparation, increased rational consumer behavior, and more complex shopping decisions, with 50% of U.S. consumers planning to complete most purchases before Black Friday [3][4] - Over 80% of consumers in the UK and Germany are placing greater emphasis on price in their shopping decisions, indicating a shift towards more price-sensitive behavior [3][4] - The gap between Thanksgiving and Christmas is 28 days in 2025, longer than the previous year's 26 days, which may influence shopping patterns [3] Group 2: Market Opportunities for Chinese Brands - The 2025 holiday season is a critical growth window for Chinese brands, with U.S. holiday retail sales expected to grow by 1.2%, the lowest since 2009, intensifying competition [4] - Brands that maintain advertising spend during economic uncertainty are likely to see better returns, with 60% of those increasing their budgets achieving improved ROI and an average sales growth of 17% [4][6] Group 3: Importance of CTV and Omnichannel Strategy - Consumers are engaging with over 2,000 digital content sites and platforms daily, with 80% still planning to visit physical stores, highlighting the need for brands to navigate a complex cross-touchpoint environment [6][7] - Open Internet advertising, which encompasses CTV, streaming music, gaming, podcasts, and digital outdoor advertising, captures 75% of users' digital media time, making it a vital component of omnichannel marketing [6][7] - CTV is rapidly growing, with 30% of U.S. consumers' digital media time spent on this platform, providing brands with a powerful medium to enhance emotional connections and drive engagement during the holiday season [7]