Christmas surprise? Not in this cookie-laden landscape.
We’re not referring to Santa’s plate either. With shared home electronics and listening devices around every corner, being a sneaky Santa can be quite a challenge for gift-givers of the modern age. That’s where advertisers can strike a different chord for shoppers needing to keep things under wraps—hellloooo digital signage.
Don’t get us wrong, the medium will matter more than ever this coming season. But most shoppers will use a mix of online and in-store browsing. Your strategy should follow suite while taking advantage of the holiday rush. One sure bet brands can lean on? Resonating with their consumers through timely, enticing messaging that feels impossible to resist. I don’t know about you, but if there’s one message that rings true for us right now it’s DISCOUNT.
That’s right, Black Friday & Cyber Monday deals are in full swing. A recent Inmar study reported that 85% of shoppers will choose a brand this season because it has made the discount easiest to see. In addition, people are increasingly aware of their surroundings—bright lights, shining sights. Because of this, brands are allocating more advertising dollars into their Q4 budgets for reasons that include:
- Consumers are on the Move: The holiday season brings a surge of activity, with consumers actively attending events and gearing up for shopping sprees. Geofencing data indicates a significant uptick in foot traffic at retail locations during November, showing a 16% increase compared to October.
- It’s Campaign Time! Black Friday and Cyber Monday thrive on the urgency of limited-time offers and the excitement of holiday shopping. This season harnesses high-energy consumer enthusiasm, providing an ideal opportunity for OOH advertisers to create campaigns that encourage immediate engagement.
Below, find a simple checklist to help you get your campaign up and running in just a matter of days (not weeks or months), so you can maximize your sales this holiday season.
Define Your Campaign Objectives & Set a Budget ✔️
For a website traffic campaign, focus on clear CTAs like “Limited Supply–Shop Online Now” targeting high-traffic commuter spots. For retail store visits, direct people to nearby locations with enticing CTAs like “Only In-Store!” to drive immediate foot traffic.
- Objectives: Consider your target demographic’s shopping trends—are they early, in-store shoppers, or more inclined to shop online? Answering these questions will guide your OOH strategy, messaging, and timing.
- Budget Allocation: Increase your holiday OOH budget by 10-15% to match consumer activity–adjusting based on location costs and ad frequency.
Maximize Visibility ✔️
This time of year, many consumers are in a celebratory mood. Target high-traffic areas like car dealerships (should you be so lucky), shopping malls, and major events such as Thanksgiving parades, holiday markets, and football games to capture their attention.
- Location Selection: While one billboard is a great start, a few more will amplify results. Looking to target a business professional market? Place ads in places like office parks and local business hubs as your customers leave work.
- Timing: The holidays aren’t just a busy time for malls, busy professionals usually have their plates full. Weekends are a great time to showcase your brand while people are cramming their shopping and social activities into a couple of days.
Brand Activations ✔️
The holiday season encourages us to unite around meaningful causes, which means it’s the ideal moment for your brand to highlight its values. However, keep in mind that many brands are competing for the spotlight this season, so you’ll need to elevate your creativity to differentiate yourself. Here are a few ideas to get started:
- Enter Giveaways: Promote your Black Friday giveaway with eye-catching graphics and CTAs, encouraging customers to visit your store or engage on social media for a chance to win exclusive products.
- Brand Event: Create buzz around your special in-store event, featuring limited-time offers and product demos to draw in shoppers.
- Loyalty Hours: Advertise early access or discounts for loyalty program members through targeted placements, encouraging repeat visits.
- Gift Shopping Service: Highlight personalized shopping assistance or gift-wrapping services.
- Live Music: Announce live music or entertainment happening outside your store, creating a festive atmosphere to attract foot traffic.
- Social Photo Opp: Design eye-catching OOH displays featuring a holiday-themed backdrop that invites customers to take photos and share on social media.
Amplify Messaging & Urgency ✔️
Adjust your messaging in the final week to capture the holiday excitement and create a sense of urgency. Use a playful phrase like “Last Call for Holiday Cheer—Santa’s Got a Deadline!” to inspire immediate action from your audience.
- Update Your OOH Campaigns: Refresh your billboards and advertisements with holiday-themed visuals and countdowns to create excitement as the clock ticks down.
- Omnichannel: Display a unique hashtag or a QR code that directs people to a special offer online, using channels like social media and email to create engagement.
Preparing for a Record Breaking Black Friday and Cyber Monday
Now’s the perfect time to leverage advertising mediums that go along with the holiday spirit—up in lights! Luckily, getting started is as easy as picking out a gift for dad (because socks and ties are foolproof). Simply set up your campaign, submit your creative, and let OOH go to work for you.
