Media Considerations for EMEA Advertisers During Peak 2025

As we approach the peak of 2025, the media landscape presents both familiar challenges and unprecedented opportunities. After analyzing current market dynamics and shifts in consumer behavior, a set of strategic imperatives hsa emerged that will differentiate winning holiday campaigns from the rest. 

Connected TV (CTV) has moved beyond experimental budgets to become a cornerstone of peak media strategies. With CTV now accounting for 46% of premium video ad views across Europe in the first half of the year, and 78% of marketers planning to increase addressable TV investments this year, the platform has earned its seat at the table. 

The real opportunity lies not just in scale, but in sophisticated, advanced measurement that enables media orchestration across touchpoints and platforms. YouTube’s position as the second-most-watched TV service in the UK—behind only the BBC, according to Ofcom’s 2025 data—underscores the need for deduped reach planning across BVOD, YouTube, and FAST Channels. The brands that will win this peak season are those building omnichannel measurement frameworks that capture true incremental reach rather than simply chasing gross impressions, while understanding how CTV performance amplifies outcomes in other channels. 

In parallel, interactive elements represent the next frontier of CTV buys. QR code integrations, shoppable overlays, and pause ads are further transforming CTV from a traditional awareness play into a performance channel powerhouse. For upcoming campaigns, this means rethinking creative strategy to include direct response elements that drive immediate action during peak shopping moments.

Retail media in the UK has crossed the £1 billion threshold in 2025—and that figure excludes Amazon. More significantly, retail media has evolved beyond simple onsite placements to encompass off-site advertising and in-store activations, creating a true full-funnel opportunity. 

The strategic implication is noteworthy: retail media now provides an entry point for brands at every stage of the consumer journey. Clean rooms and incrementality testing have become essential tools for navigating this expanded landscape and demonstrating true business impact rather than vanity metrics. 

For peak planning, this means moving beyond traditional product placement strategies to orchestrated campaigns that follow consumers from initial consideration through their final purchase decision. The brands investing in sophisticated measurement and audience engagement across these retail media touchpoints will capture disproportionate value during the critical Q4 period.

The creator economy has matured from influencer marketing to measurable creator-led commerce. TikTok Shop’s growing traction in the UK, particularly in the beauty and gift categories, signals a fundamental shift in how social content drives business outcomes. 

The rise of platforms like LTK makes creator monetization more accessible and measurable, enabling brands to leverage creators for performance outcomes rather than just awareness. Live shopping events during peak moments this season represent an underutilized opportunity for brands willing to experiment with real-time commerce. 

The strategic imperative is to brief creators early with a clear promotional cadence and key moments mapped to your broader campaign calendar. Consider creators as performance partners, not just content creators, with compensation structures tied to actual sales.

The UK Consumer Price Index rose to 4.1% in the 12 months up to August 2025, keeping price sensitivity at the forefront of holiday shoppers' minds. However, the response isn’t simply to compete on price, but to communicate value more effectively. Successful holiday campaigns will emphasize bundles, guaranteed savings, and premiums that are demonstrably “worth paying for.”