How to Lean into DOOH Advertising This Holiday Shopping Season

As the holiday shopping season approaches, DOOH (Digital Out-of-Home) advertising presents an excellent opportunity for brands to connect with consumers. With Black Friday and Cyber Monday just around the corner, leveraging DOOH can significantly enhance your advertising strategy. Let’s explore how you can maximize your campaigns to attract shoppers during this bustling time.

The Importance of DOOH in Holiday Advertising

The aroma of pumpkin spice lattes signals the onset of holiday shopping. Brands are preparing to captivate consumers with eye-catching ads that not only highlight discounts but also foster emotional connections. The holiday shopping season is an ideal time for brands to engage consumers, as shoppers are often more receptive to promotions and new products.

In 2023, over 200 million shoppers participated in the holiday shopping frenzy, demonstrating the immense potential for retailers. As consumers continue to feel the effects of inflation, targeted advertising becomes crucial. This is where DOOH shines, providing a powerful means to capture attention and drive foot traffic.

Engage Audiences Along the Shopper Journey

Holiday shopping behavior has evolved significantly, with many consumers spreading their purchases over a more extended period to manage their budgets. Recent data from the NRF shows that 59% of shoppers begin their holiday shopping by early November.

To succeed in today’s market, brands must develop advertising strategies that encompass both online and offline platforms. DOOH plays a pivotal role in this omnichannel approach, enhancing brand visibility and engaging consumers at critical moments throughout their shopping journey.

DOOH advertising complements these strategies by raising awareness of online promotions. High-traffic ads can drive consumers to websites or apps, while shoppable DOOH ads featuring QR codes offer a straightforward path to purchase. A report from the OAAA and The Harris found that 74% of mobile users acted after seeing DOOH ads, demonstrating its effectiveness in boosting engagement.

Increase Foot Traffic to Stores

While online shopping continues to rise, in-store experiences remain vital during the holiday season. DOOH advertising is an effective tool for enticing shoppers as they navigate between stores and explore available merchandise. By strategically placing ads near retail centers, malls, and transit hubs, brands can significantly increase foot traffic.

For example, Canadian retailer Holt Renfrew successfully drove 400,000 store visits using programmatic DOOH. This strategy not only highlights the effectiveness of DOOH in boosting store visits but also promotes time-sensitive offers. According to Vericast's 2024 Holiday Retail TrendWatch, 38% of consumers are most interested in these types of promotions, making DOOH a perfect medium for creating urgency around exclusive deals.

Utilize Digital Retargeting

Digital retargeting is crucial for reconnecting with audiences across various platforms. OOH advertising serves as an excellent anchor point for these strategies. According to the OAAA and Harris Poll, 74% of participants acted on their mobile devices after viewing DOOH ads. This includes actions like completing online searches or visiting the advertised website, ensuring brands remain relevant throughout the consumer journey.

For instance, if shoppers are surrounded by billboards in a sports venue, brands can use mobile retargeting to deliver timely digital ads later. This reinforces the OOH impression and keeps the brand top-of-mind as consumers browse online. With mobile e-commerce accounting for more than half of online sales, this approach enhances conversion rates, particularly during the holiday rush.

Conclusion

As Black Friday and Cyber Monday approach, it's clear that DOOH advertising is a powerful tool for brands looking to engage consumers and boost sales. By integrating DOOH into an omnichannel strategy, you can drive foot traffic, raise awareness for limited-time offers, and align with digital marketing efforts.

If you haven't yet explored the benefits of DOOH, now is the time to consult with your advertising companies or outdoor advertising companies. Take advantage of curated OOH audiences, prime inventory, and strategic locations to create impactful campaigns this holiday season. Don’t miss the opportunity to make your mark in the bustling holiday market!

 

 

 

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