The first half of 2025 brought a wave of economic pressure. Tariffs are tightening margins, shoppers are spending more selectively, and brands are under pressure to prove that every campaign drives results.
As holiday planning ramps up, looking back at the first half of the year offers a clear signal: value still moves people—and video ads, when paired with the right message and moment, can move them to stores.
But driving outcomes didn’t always require bigger budgets or brand-new creative in H1. They came from sharp strategy and smart execution.
Backed by verified foot traffic data, these retail ads delivered measurable lift where it counts.
Here’s a look at what marketers can take from H1 into the busiest season of the year.
When the Message Fits, Recycled Creative Works
Dick’s Sporting Goods re-aired its 2024 “Soccer Cleats” spot featuring Will Arnett—and it still delivered. The campaign generated a 581.7% lift in foot traffic, proving that when the message resonates and the placement fits, new isn’t always better.
As marketers plan for the holidays, it’s worth reevaluating what’s already in the vault. Great creative can keep working (and reduce production costs) as long as the message still matches the moment. A quick re-test can confirm whether the impact still holds.
Small, Timely Windows Can Drive Big Results
Macy’s concentrated its efforts into a strategic, two-week Mother’s Day campaign, and it paid off. The brand drove a 206.0% lift in foot traffic by identifying the optimal window and pairing a value-driven spot with high-reach placements across Good Morning America, NBA Basketball, The Masked Singer, and more. (Kohl’s followed a similar approach for Father’s Day and saw a 131% lift).
In contrast to diffusing budget with always-on efforts, precise timing can deliver outsized results when the campaign aligns with a consumer’s key decision moment. Especially during the holidays—when messaging noise stretches across months—strategic timing can help brands cut through.
Think in waves: speak to early shoppers with value-driven messages, target Black Friday deal hunters with urgency, then pivot to gift-focused creative for last-minute buyers. Each message lands harder when it matches the moment.
Placement Is a Catalyst Between Creative and Outcomes
Kohl’s paired its Father’s Day creative with the NBA Playoffs and drama-heavy syndicated programming—driving a 131.0% lift in foot traffic. The creative resonated, but the placements made it stick. Strategic alignment between message and media turned this short-burst campaign into a performance driver. (Macy’s also benefited from contextual alignment, with success tied to Good Morning America and other daytime reach drivers.)
Back-to-School Reinforced the Formula
Looking back at 2024, Ross and Macy’s showed how the right message and media strategy can move the needle during the back-to-school rush.
- Clear, compelling value messaging goes a long way. Ross’s 15-second “Back to School: Yeah” spot kept it simple with “up to 60% off,” and drove a +151.0% lift in foot traffic.
- The right combination of message and media lands. Macy’s 30-second “First Back to School Pic” spot paired emotional storytelling with high-reach placements across CBS, ABC, and NBC—and delivered a +143.3% lift in foot traffic.
Heading into Q4, retail marketers should take a cue from these H1 standouts: audit your creative library, take advantage of timing, and treat media placement as a strategic lever—not an afterthought.
Backed by creative assessment and outcome measurement, those decisions become even more precise, helping marketers invest where it counts.
Curious what else worked in H1?
See which creatives and placements landed in the H1 2025 TV Transparency Report.