Event-Based OOH Marks Black Friday Weekend

As Black Friday descends, wallets are at the ready for the weekend that heralds the start of the Christmas shopping season. Anticipation has been building as brands prepare to capture consumer attention during this high-stakes retail moment. According to AIB’s Spend Trend, this Black Friday is projected to set a new record for online spending in Ireland, surpassing last year’s figures of €4.3 million spent every hour, €73,000 every minute, or €1,200 every second.

The Role of OOH in Black Friday Success

Recent research reveals that 84% of consumers plan to shop during Black Friday and Cyber Monday sales, with 54% considering Outdoor advertising the most effective medium to inform them of deals. Additionally, 59% of consumers intend to shop in physical stores, underscoring the importance of Retail Out of Home (R-OOH) advertising. By leveraging data-driven targeting and the trusted retail environment, brands can use OOH advertising to generate top-of-mind awareness and influence purchasing decisions.

Brands Leveraging OOH for Black Friday

Vodafone

Vodafone’s Black Friday campaign offers exclusive deals like a free Google Pixel 9 for customers switching to Vodafone Bill Pay. With campaigns planned by Carat and PML, the messaging spans Bus T-Sides, Digital Roadside, Mall Digital, and other high-traffic OOH locations, ensuring unmissable visibility during this critical retail period.

EZ Living Furniture

EZ Living Furniture takes a location-focused approach to highlight exclusive offers and newly expanded stores. Planned by Adhaus Media and PML, the campaign strategically utilizes formats like Metro Squares and 48 Sheets in high-visibility retail parks, capturing attention in local hotspots like Belgard Retail Park and M1 Retail Park.

DID Electrical

DID Electrical’s campaign, planned by Javelin Dublin and Source Out of Home, creatively targets rugby fans with contextual messaging around Autumn Nations series games. Using Tenvito projections, the campaign demonstrates the high impact of unique OOH activations, as evidenced by research showing 85% effectiveness in capturing consumer attention.

Virgin Media

Virgin Media opts for its “Red Friday” promotion, focusing on retail outlet locations like The Square and Blanchardstown shopping centres. The campaign uses DOOH formats like iVisions and dPods near storefronts, aiming to drive footfall and highlight exclusive deals.

Currys

For Currys, OOH is an integral part of its Black Friday strategy, delivering high visibility with formats like Exploding T-Sides, Digital Bridges, and LUAS tram dominations. Planned by Starcom and Source Out of Home, the campaign positions Currys as a trusted source for Black Friday deals.

Seasonal Spending Trends and Consumer Behavior

Data from Kantar shows steady growth in Black Friday spending, with 36% of consumers planning purchases this year. Dual-purpose shopping is prominent, with 41% shopping for both themselves and others. Younger consumers (25-34) lead the trend, with 45% shopping for personal deals.

The period from Black Friday to Christmas is vital for brands to connect with consumers, as nearly half of shoppers begin their holiday purchases during this time. OOH advertising continues to excel in prompting action, with billboards and bus stops among the most effective formats for driving engagement.

The Emotional Connection of OOH Advertising

OOH’s success lies in its ability to align with consumer moods. Research from PML’s Moods on the Move series shows that consumers are most receptive to advertising during commutes, lunchtimes, and relaxed moments in transit. Public transport ads, roadside billboards, and retail OOH formats effectively engage audiences by tapping into these open-minded and focused moods.

Conclusion: The Future of OOH in High-Stakes Moments

As we move into 2025, the role of OOH as a trusted and impactful medium continues to grow. Research shows a strong preference for non-intrusive advertising, with Classic and Digital OOH ranking among the top three channels for capturing consumer attention.

By understanding consumer behavior, emotional states, and effective placement, brands can maximize their reach and impact during key retail moments like Black Friday. With actionable insights from PML’s ongoing research, advertisers can continue to innovate and connect meaningfully with their audiences in an ever-evolving landscape.

Stay tuned for next week’s insights into consumer moods across retail, travel, and leisure environments!

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