Summer is more than just a season of sun, beaches, and vacation vibes. With changes in consumer behavior, school breaks, and a surge in travel and leisure spending, summer opens up new avenues to optimise campaigns for both performance and engagement.
Here’s your ultimate guide to heating up your summer advertising strategy.
Table of Contents
Why Summer Advertising Hits Different
Summer isn’t just a change in weather—it’s a shift in mindset, lifestyle, and consumer behavior. From vacation planners to impulse shoppers looking for summer deals, summer brings a wave of intent-rich traffic that smart advertisers can tap into.
Talk about how consumer habits shift—more outdoor time, mobile use spikes, leisure spending increases. Summer ads hit different because consumers are in a different headspace.
Verticals That Sizzle
Relaxing by the pool, spending time at the beach, and engaging in watersports are the leitmotif of this season thus advertising any props related to these activities will be very sought: beach gear, scuba diving equipment, surfboards, vacation packages, refreshing summer cocktail kits… you name it.
Travel & Tourism: 🧳🏕️
From flights to hotel bookings, local experiences, and travel gear, summer is a peak season for this niche. Thanks to the enjoyable, warm weather, people are most likely to enjoy a vacation, explore a new city or camp with friends.
-> Highlight last-minute deals, travel insurance, or vacation packages using dynamic creatives with scenic imagery.
Health & Fitness 🧴👙
“Get your summer body” campaigns spike around this time.
-> Promote workout apps, fitness gear, supplements, or wellness routines targeting people with more time and motivation.
Fashion & Beauty 💄👗
Swimwear, sunglasses, skincare, and seasonal beauty products are in.
-> Push time-sensitive offers and showcase products in warm, bright creatives that scream summer glow.
Food & Beverage 🦐🍦
Ice creams, grills, energy drinks, or seasonal recipes—think BBQ season!
-> Ideal for contextual native ads and push campaigns during weekend peak hours.
Around-the-house activities: 🎐🛠️
When it comes to being chill around the house, summer is the perfect season to take on home improvement projects whether its about new decorations or buying appliances like air conditioning machines, cooling fans, window shades, or garden furniture. Speaking about it, one cannot stay away from gardening and outdoor cooking during this season.
Outdoor sports: & Water activities 🏐🤽
Due to the increased interest in achieving a desired physique for the summer season, vendors can capitalize on this trend by selling fitness and wellness products, healthy food and beverages, sports equipment, beauty and skin care products, fitness programs, shapewear clothing and the like.
Events & Entertainment 🎫📅
Worth mentioning are also summer events, whether local or international, like sports events, music festivals, food and beverage festivals and other similar gatherings where you can capitalize on by promoting relevant products or services.
– Sports events:
UEFA Champions League, Stanley Cup, Tour de France
– Music festivals:
Coachella (USA), Glastonbury (UK), Tomorrowland (Belgium)
– Food and Beverage Festivals:
Oktoberfest (Germany), Pizzafest(Italy), Bacon Festival(USA)
-> From music festivals to sporting events and summer blockbusters, promote ticket sales, merch, or streaming apps tied to summer experiences.
Summer campaigns tips
– Geo-target strategically
Target regions where it’s currently summer (think southern hemisphere if you’re marketing globally) or coastal/tourist-heavy cities where activity peaks.
– Test time-sensitive offers
Flash sales, limited stock, or “only this weekend” CTAs work especially well when paired with vibrant visuals and mobile-first creatives.
– Use the Right Ad Formats
- Native Ads – Blend seamlessly with content, perfect for lifestyle, travel, and e-commerce promotions.
- Push Notifications – Time-sensitive deals, flash sales, and holiday discounts.
- Popunders & Interstitials – Great for capturing attention with exclusive spring offers.
- Banners – Showcase visuals that highlight spring vibes and trending products.
– Leverage seasonal creatives
- Use visuals featuring beaches, pools, sun hats, or summer drinks to trigger seasonal association.
- Use summery keywords like “sun-kissed” or “beach ready”.
- Appeal to storytelling and evoke emotions like summer adventure or relaxation.
- Use vibrant colours in your ad creatives/LPs. Summer is all about bright hues, whether its clear blue shades representing the sky and the ocean or the warm bright hues of the sand, sun, and fiery energy of the season.
– Adjust your bidding
Summer brings fluctuating competition. Use TargetCPA to stay ROI-focused or automation rules to react to changing performance in real-time.
– Rethink your timing
Engagement patterns shift. Try scheduling ads in the early morning, late evening, or weekends when users are off work or relaxing poolside.
– Offer exclusive, sales, discounts, and clearances:
Summer promotions are everyone’s best friend. This is a season of spontaneity where people are more prone to take on a special deal of interest to them.
-> If it is relevant to what you are selling, capitalize on special summer discounts, clearances and limited-time offers to attract customers.
Summer is short—make every click count.
With the right strategy and Mondiad’s performance-driven tools at your fingertips, this season could be your hottest yet.
Whether you’re boosting affiliate offers, launching seasonal promos, or testing new verticals, summer is the time to experiment, optimise, and win.
