Is Your Holiday Measurement Plan Built for How People Buy Now?

Every marketer wants the same thing: a clear answer to a simple question. What is working?

For years, the industry leaned on last-click attribution because it was easy to understand, easy to report, and easy to treat as a source of truth.

But that simplicity came at a cost. As consumers spread their attention across more channels, devices, and platforms, no single measurement model could fully capture how performance is created.

With the holiday season approaching, the marketers who win will not be the ones with the most dashboards or the most complex models. They will be the ones who know which questions they need answered, and which measurement approaches are best equipped to answer them.

That is why we pulled together a few resources to help you measure more clearly and plan with greater confidence:

• 🤖 AI agents are moving into the media control room
• 🎨 Creative spotlight: Holey Moley turns mini golf into a friendship test
• 📅 The answers marketers need before the holiday season starts
• 📊 The measurement and AI tools shaping smarter TV
• 🎬 Will your TV ad work? Just ask Creative Advisor.

AI agents are moving into the media control room

AI is shifting from isolated tools to “agentic” systems across programmatic and CTV. As more buying, optimization, and measurement move into agentic systems, the advantage will not come from automation alone. It will come from how well those systems are tied to real outcomes.

What this means for advertisers

For advertisers, the question is no longer whether AI belongs in the stack. It is whether it is helping you make better decisions. As agentic systems take on more control, marketers should favor platforms built on strong signals, transparent measurement, and optimization tied to business results.

Creative spotlight: Holey Moley turns mini golf into a friendship test

Holey Moley’s spot turns a simple round of mini golf into a hilarious “are we really BFFs?” moment. The message is simple: Holey Moley is a fun way to test friendships (and see who keeps their cool when the competition heats up).

The details

• Holey Moley highlights two best friends, including Anna, whose over-the-top dancing, posing, and bold outfit bring the chaos and fun to the course.
• The ad leans into humor and lighthearted tension, using Anna’s antics to show how playful competition can push friendships to their limits.
• It closes with a clear brand line: Holey Moley, a fun way to test friendships.

What we loved

It packs a complete, character-driven story into 15 seconds, anchored in a relatable friendship dynamic.For advertisers, it’s a useful reminder that memorable creative doesn’t need big exposition: a simple premise, one clear payoff, and a strong brand line can be enough to land the joke and the message.

The answers marketers need before the holiday season starts

Start the countdown for holiday trends

The countdown is on: see what marketers are rethinking for the holiday season in our new report, dropping Tuesday, August 11. 

Gen X doesn’t take brands at face value

Your Guide to Gen X in 2026 shows how this audience uses TV to validate, research, and act with confidence.

Baby Boomers still give TV their attention

Your Guide to Baby Boomers in 2026 explores how this audience discovers on TV, then follows up through search and reviews.

The measurement and AI tools shaping smarter TV

Meet our Certified Measurement Partners

Our new program recognizes trusted partners helping advertisers connect CTV exposure to outcomes.

TV ad creative intelligence at scale

Creative Advisor predicts how your TV creative will perform before you spend a dollar in media.

Meet tvScientific by Pinterest

Catch us on-demand to see first-hand how advertisers drive outcomes on TV.

Will your TV ad work? Just ask Creative Advisor. HigherDOSE did. 

HigherDOSE — a wellness brand known for their infrared and red light products — wanted an easy, data-informed way to improve creative performance on CTV without relying on subjective feedback.

Using tvScientific’s Creative Advisor, they tested bolder, more persistent early branding and saw a 14% lift in site visits.

No single measurement approach can explain the full complexity of modern consumer behavior, especially heading into the holiday season.

But when audience insight, creative intelligence, and measurement work together, marketers get something more useful than a single source of truth: a system of evidence that helps them plan smarter, optimize with confidence, and prove what is driving growth.

That is where Performance TV becomes more powerful, connecting TV exposure to real business outcomes across the full journey.

Happy advertising!