From q4 momentum to year-round impact

The start of November marks the beginning of the most intense and strategically important period of the year, from retail and e-commerce to entertainment, restaurants, food and grocery brands, travel, and everyday consumer products gearing up for the holiday season. Competition is heating and every impression counts.

But while others rush to get their holiday campaigns live and focus on chasing the final clicks of the year, you can take a smarter approach.
Use this moment not only to win the season, but to set the stage for 2026.

Because the best campaigns next year?
They’re built on what you learn this quarter.

Turn this season’s insights into your next advantage

Take a moment to look at your results so far.
Which articles, topics, or times of day have driven the strongest engagement?
Where did you see the biggest drop-offs and what can you adjust?

Every bit of insight you gain now becomes a building block for next year’s strategy, and Kobler keeps adding smarter ways to help you understand how and why your campaigns perform the way they do, so you can use those learnings to plan smarter.

If you learn, adapt, and plan before January, you’ll already be ahead of most others by February.

Why always-on planning starts here

You’ve probably noticed it yourself, those short bursts of activity don’t build lasting momentum. They deliver quick wins, sure, but visibility and trust are built over time.

That’s what an always-on strategy is all about.

Instead of starting from scratch each quarter, you stay visible year-round, aligning your message with what people are actually reading, talking about, and caring about in real time.

With Kobler, that means you can:

• Keep your brand visible, not just during campaigns, but also between them.

• Get more consistent performance across the year.

• Lower your CPMs and improve efficiency over time.

• Build brand trust through relevant, respectful placements in editorially controlled media, where context and credibility go hand in hand.
  

Here’s what’s trending among marketers right now

Across Europe, marketers are rethinking how they plan, measure, and stay visible, moving toward more sustainable and consistent strategies.

Recent industry research from Gartner, WARC, and Merkle shows that as cookies disappear, contextual advertising is on the rise and fast becoming the preferred choice for privacy-first marketers.
Advertisers are rediscovering the power of reaching audiences based on what they’re reading, not who they are.

• Content + context synergy: Ads that complement the article, not compete with it.

• Responsible advertising: Brands that protect privacy and support real journalism are gaining trust.

• AI-assisted efficiency: Planning and optimization powered by smart, privacy-safe data.

• Brand consistency: Always-on presence builds familiarity and resilience.

In short, contextual isn’t just a smart choice anymore — it’s becoming the standard for sustainable, privacy-first marketing.

Keep the q4 spirit alive

Don’t let the energy of this season fade once the holidays are over.
The data you collect now, from your Black Friday, Christmas, and year-end campaigns, is pure gold for your 2026 planning.

Use it to spot patterns, test creative ideas, and identify which messages resonate most.
That’s how your Q4 performance can become the foundation of a smarter, always-on strategy.

With Kobler, your ads can appear in real-time next to articles about:

• Budgeting, savings, and personal finance

• Travel inspiration, food, and festive guides

• Tech gadgets and “best of the year” reviews

• Smart holiday gifts and shopping tips
  

You’ll be present when people are curious, inspired, and ready to act, not just when you push a sale.

How always-on works in practice

Here’s what you can expect when you run always-on campaigns with Kobler:

• Context that scales: Over 10,000 new articles are indexed weekly across trusted media in Norway, Sweden, and Denmark.

• Smarter pricing: Our algorithm lowers CPMs by up to 25% without reducing reach.

• Full transparency: Weekly reports and live dashboards keep you in control.

• Brand safety built in: Sensitivity filters protect your brand from unwanted placements.

You get the flexibility to stay visible throughout the year, adapt in real time, and continuously build meaningful visibility, without using a single personal data point.

From campaigns to continuous presence

You can apply an Always-On mindset no matter your industry:

• Retail: Stay visible year-round in articles about lifestyle, fashion, or home inspiration, not just during sales.

• Finance: Build credibility by being present in content about budgeting, saving, and smart spending.

• Travel: Show up when people dream, plan, or read about new destinations.

• Health & wellness: Be there when conversations shift from winter immunity to summer fitness.

Each contextual placement helps people see your brand as part of their everyday life, not just their shopping moments.

Plan smarter, not louder

You don’t need to shout to stand out.
By learning from your Q4 results and planning your Always-On strategy now, you’ll build consistency, trust, and relevance long before the next campaign season begins.

The strongest brands in 2026 will be those that plan early, act smart, and stay present.
And that can start with you, right now.

Turn your q4 insights into 2026 impact

Ready to make your campaigns work harder for you next year?
Let’s map out your Always-On plan together.

Contact our team and discover how contextual campaigns can keep your brand visible, trusted, and effective, all year long.

Further reading

• Gartner (2025): Top Trends and Predictions for the Future of Marketing

• Gartner (2025):How Marketing Can Capitalize on AI Disruption

• WARC (2025): Trends in Programmatic Advertising and Contextual Targeting in 2025

• Merkle (2024): Contextual Solutions: Unravelling the Cookieless World