Brands are turning to out-of-home advertising to stand out during the busy holiday season, leveraging its visibility and emotional connection.

The Opportunity for Out-of-Home Advertising During Peak Season

As elections and the holiday season approach, brands are facing higher digital advertising costs due to the competition between political candidates and retailers for consumer attention. This has led some companies to explore alternative channels like out-of-home (OOH) advertising, direct mail, and print for their holiday campaigns. OOH provides a unique opportunity to stand out in a less crowded space, and some brands have discovered its potential to increase visibility without getting lost in digital noise.

Why Choose OOH During High-Competition Seasons?

According to the Out of Home Advertising Association of America, political campaign spending on OOH has quadrupled in 2024 compared to 2020 and is up 70% from 2022. This demonstrates that OOH is not only an effective platform for brands but also a tool that’s hard for consumers to ignore or avoid, making it especially valuable during peak shopping periods. OOH allows brands to leverage consumers’ shopping mindsets without solely relying on digital channels.

For example, Naadam, a sustainable cashmere brand, launched its "Soft as Hell" campaign on OOH this holiday season, using bold designs to capture attention and emphasize the softness of its products.

Measurable Impact and Benefits of OOH for Brands

While out-of-home advertising may be harder to track than digital ads, its visibility benefits and emotional connection are powerful. Naadam, for instance, saw a significant increase in email sign-ups in September, gaining 29,000 new subscribers compared to 4,000 in 2023. This growth is largely attributed to its OOH campaign, underscoring how well-executed OOH can elevate brand recognition and engagement.

Additionally, OOH costs have become more accessible, allowing emerging brands to access spaces on taxis, bus stops, and other digital signage areas at competitive prices. The average CPM for OOH in the U.S. was $7.24 in 2023, which is lower than Facebook's $10.32 during the same period.

Challenges and the Future of OOH Advertising

Despite its advantages, one significant challenge with OOH is tracking its performance. While digital tools provide real-time tracking, OOH relies on metrics like foot traffic or increases in email subscribers. However, many agencies, like Phidel Digital, have opted to propose OOH strategies for their clients as a way to counter the digital saturation, especially during periods when consumers are overwhelmed by social media ads.

Conclusion: The Evolution of Out-of-Home Advertising for 2025

Looking ahead to 2025, OOH is projected to become a key component in many brands’ marketing strategies. OOH campaigns allow brands to capture consumer attention when they’re out and about, offering a more tangible, nostalgic connection that many brands consider essential for standing out. In an era where consumers are increasingly saturated with digital ads, OOH and DOOH (digital out-of-home) provide an effective and memorable alternative to improve brand positioning and reach during the holiday season and beyond.

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
• Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
• Affordable for all: We offer options that fit all budgets and types of businesses.
• Sales team at your service: Our passionate sales team is ready to help you achieve your goals.