Harnessing Out-of-Home Advertising to Ignite Holiday Marketing Efforts

As the leaves have already changed color, we're reminded that the holiday season is just around the corner. It's that busy yet exciting time when everyone is on the lookout for the perfect gifts for their friends, family, and loved ones. Black Friday rings in the shopping spree, and just like last year, many folks plan to start their shopping way in early November.

Now, the economy has had its ups and downs, and people are watching their wallets, but the holiday spirit is still high as people see it as an escape from the craziness of life. This is where Out-of-Home (OOH) advertising, especially comes into play.

People are going to be out and about, whether they are shopping in stores or enjoying the holiday decorations around town. With OOH, we can meet them where they are. It's not just about flashing holiday deals; it's about becoming part of their holiday adventure.

So, while the economic terrain might be a bit rocky, marketers are eyeing Out-of-Home (OOH) advertising to bridge the gap between digital and physical realms, creating a seamless shopping experience for consumers.

Here's a deep dive into why and how OOH advertising is becoming the linchpin for successful holiday marketing campaigns:

Evolving Consumer Trends:

Consumer behavior is a complex tapestry that evolves with changing circumstances. Over 62% of consumers blended online and in-store shopping during the 2019 holiday season, a trend that has likely evolved with the pandemic's ebb and flow1 . The trend of "hybrid shopping" is on the rise, where consumers research purchases online and make purchases both online and offline.

The Potent Blend of OOH and Digital Advertising:

The convergence of OOH and digital advertising channels significantly bolsters campaign effectiveness. When supported by OOH, mobile click-through rates can increase by up to 15%, creating a 38% uplift in short-term brand recognition via mobile. Furthermore, 66% of all actions, such as online website visits and in-store visits, are directed towards the brand itself1 . The symbiotic relationship between OOH and digital advertising augments brand visibility and engagement, particularly in a season rife with consumer activity.

Timing is of The Essence:

Timing the advertising message correctly is crucial to capture consumer attention effectively. With key shopping dates like Black Friday marking the onset of the holiday shopping frenzy, getting the messaging in front of consumers early can help avoid the advertising clutter. Planning advertising strategies around these key dates can significantly enhance brand visibility and engagement.

Leveraging OOH for Omnichannel Strategies:

An omnichannel approach, integrating OOH with digital channels, can increase the effectiveness of online ads by +31%, paid social ads by +56%, and search ads by +80%. Moreover, an omnichannel strategy can boost the overall reach by 68%, making OOH a prime channel for reaching audiences, given that consumers spend about 70% of their time outside their homes

Economic Resilience and Consumer Spending:

Despite economic challenges, consumer spending remains resilient. In 2022, consumers spent $211.7 billion online during the holiday season, marking a 3.5% increase year over year. The retail sector is expected to witness a growth of 3.8% in sales this holiday season, indicative of the robust consumer spending behavior

Conclusion:

As the landscape of consumer behavior continues to evolve, marketers need to stay ahead of the curve by adopting innovative strategies. Incorporating OOH advertising in the marketing mix, especially during the bustling holiday season, can significantly bolster brand visibility, engagement, and eventually, sales. The fusion of OOH and digital advertising channels is poised to redefine the contours of holiday marketing, steering it towards a more integrated and consumer-centric paradigm.

As a leader in the adTech and OOH advertising space, Nickelytics strives to support our community, clients, and partners. Sharing industry trends, valuable data + insights, and new, innovative opportunities for advertisers energizes us. Enjoy crushing your holiday season sales goals with a reimagined out-of-home + digital advertising strategy.?

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