The Trade Desk(US:TTD) Zheng Quan Ri Bao·2025-09-18 08:39Core Insights - The Trade Desk (TTD) has released a survey indicating that despite ongoing global economic pressures, North American holiday retail sales are expected to grow, presenting new opportunities for Chinese outbound brands [1][2] - The survey highlights new consumer shopping trends for 2025, including earlier preparation, increased rational consumption, and more complex shopping decisions across multiple platforms [1] - TTD emphasizes the importance of a premium internet omnichannel strategy centered around Connected TV (CTV) for Chinese brands to balance short-term conversions and long-term brand asset accumulation during the holiday season [1][3] Group 1: Consumer Behavior Trends - In the U.S. market, 50% of consumers plan to complete most of their purchases before Black Friday, reflecting a shift towards more rational consumer behavior [1] - Over 80% of consumers in the UK and Germany are placing greater emphasis on price in their shopping decisions, indicating a rise in price comparison behavior in Europe [1][2] Group 2: Competitive Landscape - eMarketer predicts a 1.2% year-over-year growth in U.S. holiday retail sales for 2025, marking the lowest growth rate since 2009, intensifying competition among brands [2] - Brands that maintain advertising spend during economic uncertainty are more likely to achieve better short-term returns and gain market share in the long run, with 60% of those increasing spending seeing improved ROI and an average sales growth of 17% [2] Group 3: Marketing Strategy - The average overseas consumer engages with over 2000 digital content websites and platforms daily, while 80% still plan to visit physical stores, necessitating a complex cross-touchpoint marketing approach [2] - Open Internet advertising, which covers 75% of users' digital media time, is crucial for brands to effectively reach consumers across various high-frequency holiday scenarios [3] - CTV is identified as one of the fastest-growing media channels, with 30% of U.S. consumers' digital media time spent on it, making it an effective medium for brands to enhance audience engagement and emotional connection during the holiday season [3]