Programmatic 101 Urvashi Dugar February 11, 2025 0 Comments

Win Valentine’s Shoppers with Programmatic

Valentine’s Day presents a remarkable opportunity for brands aiming to captivate seasonal shoppers. As a matter of fact, consumers collectively spend billions on gifts, dining, and experiences, advertisers must implement data-driven strategies to maximize conversions. By leveraging Programmatic advertising for Valentine’s Day ensures brands can reach the right audience through precise targeting, real-time bidding, and automated ad placements.

With this in mind, whether you’re a retailer selling luxury gifts or a restaurant offering exclusive dinner packages, here’s how to optimize your Valentine’s Day programmatic advertising strategy and drive meaningful results.

1. Understanding Seasonal Consumer Behavior

Without a doubt, seasonal campaigns demand an in-depth understanding of consumer intent. For instance, according to the National Retail Federation (NRF), U.S. consumers spent over $25.9 billion on Valentine’s Day in 2023, with:

$5.5 billion spent on jewelry
$4.4 billion on a night out
$2.9 billion on clothing
$2.3 billion on gift cards

As shown above, these spending trends highlight key categories for advertisers to focus on.

💡 Example: Luxury Watch Brand
A luxury watch retailer can use programmatic ads to target high-income shoppers searching for “best Valentine’s gifts for him.” In this case, dynamic creatives can personalize ad content based on user behavior, showcasing different watch styles.

2. Audience Targeting Without Directly Targeting Couples

Although directly targeting “couples” may not be feasible due to privacy regulations, programmatic advertising enables brands to:

✔ Use contextual targeting – Place ads on Valentine’s Day-related content, such as gift guides, romantic getaway blogs, and restaurant reviews.
✔ Leverage behavioral signals – Reach users who have searched for Valentine’s gift ideas, romantic experiences, or flower delivery services.
✔ Utilize geo-targeting – Run location-based campaigns in metro cities where Valentine’s spending is highest, such as New York, Los Angeles, and Chicago.

💡 Example: Fine Dining Restaurant
A high-end restaurant in New York can serve geo-targeted ads to users searching for “romantic restaurants near me.” The programmatic platform prioritizes showing ads to users within a 5-mile radius, maximizing foot traffic and reservations.

3. Personalization Through Dynamic Creative Optimization (DCO)

Dynamic Creative Optimization (DCO) customizes ad creatives in real time based on user intent. By doing so, brands ensure relevancy.

✔ A jewelry brand can show different creatives based on audience intent:

Users browsing luxury watches see “Timeless Gifts for Someone Special.”
Users looking at personalized jewelry see “Engrave Your Love with a Custom Gift.”

✔ A spa retreat can personalize messaging based on proximity:

“Luxury Spa Packages in NYC—Book for Valentine’s Day.” (for users in New York)
“Exclusive Romantic Getaway Deals in LA.” (for users in Los Angeles)

This hyper-personalization ensures the right message reaches the right audience. As a result, increasing engagement and conversions.

4. Optimizing for Mobile & In-App Ads

Since over 65% of Valentine’s purchases happen on mobile devices, running mobile-first programmatic campaigns is essential. Brands should:

✔ Use in-app advertising – Promote Valentine’s offers on shopping apps and digital marketplaces.
✔ Leverage mobile push notifications – Send location-based offers to users searching for last-minute gifts.
✔ Implement interactive ads – Use gamified Valentine’s scratch-card ads with exclusive discounts.

💡 Example: Jewelry Brand
A jewelry retailer can place interactive ads in shopping apps, where users “scratch” a virtual card to reveal an exclusive Valentine’s Day discount.

5. Utilizing Video & Connected TV (CTV) Ads

Since video ads have a 95% higher recall rate than static ads, they are powerful for seasonal campaigns. Connected TV (CTV) ads allow brands to reach streaming audiences on platforms like Hulu and Roku.

✔ Showcase romantic experiences – A travel agency can run a 15-second video ad featuring luxurious Valentine’s getaways.
✔ Use sequential storytelling – Run a three-part video ad campaign leading up to Valentine’s Day.

💡 Example: Chocolate Brand
For instance, a premium chocolate company can run CTV ads featuring heart-shaped assortments, triggering impulse purchases among viewers streaming romantic movies.

6. Retargeting for Last-Minute Shoppers

Many Valentine’s shoppers wait until the last minute. In fact, 40% of purchases occur in the final 5 days leading up to February 14th.

✔ Run retargeting ads – Target users who abandoned their carts with urgency-driven messages like “Only 2 days left!”
✔ Leverage location-based targeting – Show ads for in-store pickups to users near retail locations.

💡 Example: Perfume Brand
A perfume retailer retargets users who added a fragrance to their cart but didn’t check out, offering an extra 10% off if they purchase within the next hour.

7. Measuring Performance & Optimizing in Real-Time

Ultimately, tracking KPIs like CTR, conversion rate, and ROAS allows brands to optimize campaigns dynamically.

✔ A/B Test Creatives & Offers – Compare different visuals, headlines, and discounts to identify top performers.
✔ Optimize Ad Placements Dynamically – Adjust bidding strategies based on real-time audience engagement.
✔ Reallocate Budgets to High-Performing Segments – Focus spend on top-performing audiences and ad formats.
✔ Control Frequency & Timing – Ensure a balance between visibility and ad fatigue.

💡 Example: Luxury Chocolates Brand
A premium chocolate brand sees that limited-time discounts generate higher engagement in the evening. To capitalize on this, they increase bids during peak shopping hours, boosting conversions while keeping costs efficient.

Conclusion

In summary, programmatic advertising for Valentine’s Day enables brands to execute highly targeted, data-driven campaigns that maximize ROI. By leveraging contextual targeting, geo-targeting, retargeting, and personalized creative strategies, advertisers can effectively engage Valentine’s shoppers without directly targeting couples.

With real-time optimizations, brands can capture last-minute buyers, increase engagement, and drive higher sales. Whether you’re a luxury retailer, florist, or restaurant, programmatic ensures your brand stays top-of-mind this Valentine’s season.