Diwali is India’s biggest shopping moment, rivaling Black Friday or Christmas in Western markets—with millions of people preparing for gift-giving, exclusive deals, and family celebrations.
But here’s the real story: shoppers today don’t just browse stores or scroll product listings. They turn to online video as their guide. In fact, research shows that 80% of festive shoppers used video to research purchases. That makes video less of an “optional extra” and more of a primary channel of influence—especially when intent to spend is at its highest. For publishers, this creates a clear opportunity: treat video as the centerpiece of festive monetization.
How does early planning impact video monetization opportunities?
Remember when festive shopping kicked off in October or November? Not anymore. Today, “Diwali sales” spike on Google as early as August, proof that shoppers are plotting, comparing, and consuming content well ahead of the big day. And it’s deliberate: 82% plan purchases months before the festivities start. Publishers who put their best video inventory and ad formats like pre-roll ads out early don’t just get noticed—they win bigger budgets, because advertisers race to secure their slots while excitement is running high.
Why multiple touchpoints increase the role of video for publishers?
Shopping during Diwali is rarely a one-click decision. On average, 7 out of 10 shoppers use eight or more touchpoints before making a purchase. And video consistently shows up in this journey as a research tool and a trust-building medium.
This isn’t just true in India. Multicultural audiences in the US and UK, whether shopping during Diwali, Black Friday, or Christmas, also rely on multiple platforms like mobile apps, Connected TV, and social video before buying.
For publishers, this behavior confirms that video is no longer just a side channel. Advertisers see it as premium inventory for awareness and consideration campaigns, which means publishers can command higher pricing and even repeat demand when they position video at the center of their offering.
What role does trust and value play in festive video engagement?
Deals drive festive shopping, but trust, ease of finding products online, and great service are the top three factors influencing purchase confidence. This highlights why brand safety for publishers matters during the festive season.
By placing ads in trustworthy, contextually relevant, and culturally sensitive environments, publishers give advertisers peace of mind. During Diwali, this means offering festive-aligned, safe video environments where brands feel confident their ads will be received positively. Publishers who get this right don’t just secure seasonal revenue—they also build long-term credibility as a premium video destination.
How can publishers align with advertiser demand during Diwali?
Brands already treat video as essential during festive moments. Consider a few examples:
- Ikea worked with creators to roll out immersive “shoppertainment” videos, generating 14 million+ views and a 25% lift in consideration.
- Reliance Digital used omnichannel video campaigns to drive a 129% surge in store visits during Durga Puja.
- Zomato’s hyperlocalized video ads helped triple new users in Tier 2 and Tier 3 cities.
These case studies prove advertisers view video not as optional, but as central to festive storytelling. For publishers, this means aligning video inventory with advertiser goals—offering formats like pre-roll placements, contextual festive video series, and scalable inventory.
How can tools like VidAmp supports festive video monetization?
For publishers looking to scale these strategies, platforms like VidAmp can help operationalize festive monetization.
- Ad format flexibility: VidAmp supports pre-roll ads for publishers and post-roll in-stream video ads, both of which see strong advertiser demand during festive peaks.
- Optimized bidding: Through waterfall vs. header bidding improvements, VidAmp ensures impressions are sold to the highest-yield demand sources, boosting CPMs when budgets are at their peak.
- Brand safety controls: VidAmp includes robust brand safety for publishers features, ensuring video ads appear in safe, culturally relevant environments.
- Scalability: While Diwali dominates in India, publishers serving audiences in the US and UK can apply the same playbook during Black Friday, Christmas, or even Ramadan.
What creative strategies can publishers support for higher engagement?
Festive advertising thrives on emotion and cultural cues. Publishers who host video environments aligned with these themes see higher engagement. Dynamic ads with countdown timers, festive-themed bundles, and culturally resonant visuals such as lighting diyas or sharing sweets drive emotional engagement. Supporting these formats makes publishers not just ad hosts but partners in campaign performance.
Publisher checklist for Diwali video monetization
| Metric / Improvement Area | Publisher Opportunity During Diwali |
|---|---|
| Video CPM (Mobile vs CTV) | Prioritize premium video inventory & pre-roll ad slots |
| Seasonal CPM Surge | Use dynamic floor pricing to maximize yield |
| Inventory Quality & Viewability | Improve viewability & brand safety to command higher CPMs |
For India’s 1.4 billion people, Diwali is more than a celebration—it is the largest annual moment of consumer intent. Shoppers are deliberate, determined, and discerning, and video is now their most trusted research and engagement tool.
For publishers, this means one thing: video cannot be a side channel. By offering inventory early, ensuring brand safety, and supporting festive creative strategies, publishers can capture the full wave of advertiser demand.
In short, video should be the centerpiece of festive monetization strategies—not just during Diwali, but across all major seasonal shopping events.
