The chance to win the holiday marketing season has already come and gone, per Traackr’s holiday report

This story was first published by Digiday sibling Glossy

The holiday shopping season is the Super Bowl for most consumer brands. But in order to succeed, brands need to be training all year long, according to Traackr CEO Pierre-Loïc Assayag.

“This is a year-long effort. There’s no such thing as succeeding during a period of time without having done the legwork beforehand,” he said. “For a creator post to resonate with their audience, there needs to be a sense of authenticity.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.