Tis the season for Christmas ads to kick-off the festive spirit. Every year, we wait for that moment when brands bring out their Christmas ads for all to see, embracing an emotional, tear-jerking narrative. But what makes a Christmas ad in 2023? 

In the days when television meant gathering around the TV to watch a specific scheduled show, brands had an impactful way to reach broad audiences and create emotional connections, especially during special occasions like Christmas. In recent years, there has been a shift with the rise of streaming services and diverse entertainment options like Netflix, where viewers have more control over what, when and how they consume content, leading to a decline in traditional linear TV viewership. This shift shows how important content quality is on screens and the heightened significance of strategic planning, data, and audience insight. It pushes advertisers and brands to try and stand out from the crowd.

Despite the decline in linear TV broadcasting the influence these Christmas adverts have persists. According to research by the AA/WARC, 70% of individuals aged 25 to 34 view Christmas adverts as the kick-off to the holiday festivities. However, the game has now changed in this digital age, advertising is no longer about just securing airtime, it’s about competing for who got the most views, engagements, and impressions. Unlike the passive act of sitting in front of a TV, online ads require active participation, like a click, to make an impact and increase engagement. Every year brands are spending billions to capture the Christmas market, and 2023 is no exception. Setting a record budget for Christmas advertising - £9.5billion this year.

So, what does that mean for Christmas ads? The primary measure of success for advertising efforts is sales. Success is also measured through specific online metrics, such as impressions, engagements, and views, painting a different picture of what success looks like in 2023. Amongst the large supermarket brands, Aldi received the most positive reception from the public. However, John Lewis and M&S, whose adverts received mixed and negative reactions respectively, completely blew Aldi out of the water regarding online metrics. Would the teams responsible for these adverts, both on the brand and agency side, see this as a win? Or are long lasting impacts the real win?

Even as I write this, the 2021 John Lewis Ad featuring the Aliens comes to mind, rather than  the conventional feel-good ad from 2022. It stood out, and two years later, I still remember it. The need for standout creativity is key when competing in the current media landscape, where attention spans are shorter, and the competition is fiercer. By standing out, Christmas adverts have more of a chance of making a lasting impact on consumers, as it did on me.

As we round up to the end of the year, we will soon be bidding farewell to another round of ads. The landscape for these festive adverts is evolving and bringing forward a new area of competition where success is not only measured through sales and airtime, but in views, engagements, and impressions. The hefty budgets invested by brands underscores the importance placed on capturing Christmas consumers in this saturated market. Yet, while online metrics provide valuable insight into consumer engagement with an ad, it’s the lasting impression on consumers that truly signifies a win in the ever-evolving realm of Christmas ads. As we reflect on the 2023 Christmas ad season, it’s clear that creativity, coupled with a keen understanding of the digital realm, is the key to making a lasting impact on festive audiences. Venus Fly Traps, Aliens and even a bit of controversy seem to make the modern ad.