Inside the Holiday Advertising Data: Your Q4 Playbook + Live Q&A | Colette Dill-Lerner

Why do the strongest holiday campaigns start in September? Colette Dill-Lerner, Chief Marketing & Strategy Officer at Growth Channel, walks through what more than a billion holiday ad impressions reveal about Q4 timing, messaging, and budget, followed by a live audience Q&A. Presented by the eMarketing Association (EMA) with EMA CEO Kevin Lee. What you'll learn: • Why a Black Friday audience isn't built in November, and how to build it in September and October • Why November was the strongest month in the data, and how December can become your most cost-effective month • Why holiday-specific creative outperformed generic creative on the same audience • Which early metrics to watch (like cost per visit) and which KPIs matter most in December • Why judging channels in silos is one of the biggest mistakes marketers make • Live Q&A: custom vs. lookalike audiences, building your audience, CTV and audio, and how AI is changing holiday shopping Get the 2026 Holiday Advertising Guide: https://www.growthchannel.com/holiday... Connect with Colette Dill-Lerner on LinkedIn:   / dillerner   Growth Channel: https://www.growthchannel.com   / growthchannel   eMarketing Association (EMA): https://www.emarketingassociation.com   / emarketing-association   More EMA webinars and events: https://www.emarketingassociation.com... CHAPTERS 0:00 Welcome from EMA & introducing Colette Dill-Lerner 0:22 Why the holiday season has four jobs 2:33 Build audiences before you need the sale 3:32 As media prices rise, messaging must change 5:55 November is the strongest month 6:36 December can be the most cost-effective month 7:41 The ceiling is the audience, not the budget 9:02 Q&A: custom vs. lookalike audiences 10:39 Q&A: how to build your audience 13:41 Q&A: early vs. last-minute shoppers 17:50 Recap: the Q4 grid 20:51 Your checklist for the rest of the season 21:02 Q&A: which KPIs to prioritize 23:06 Q&A: surprising consumer shifts 24:10 Q&A: channel mix, CTV & audio 27:56 Q&A: how AI is changing holiday campaigns 31:00 Q&A: the biggest surprise in the data 32:42 Creative, landing pages & closing thoughts #HolidayMarketing #ProgrammaticAdvertising #eMarketingAssociation