Leveraging Out-of-Home (OOH) Advertising for Black Friday Success

Out-of-home (OOH) advertising has become a crucial tool for brands looking to maximize their visibility and drive customer engagement during Black Friday. As one of the biggest shopping events of the year, Black Friday represents a massive opportunity for companies to boost sales and attract new customers. In South Africa, where Black Friday spending has grown substantially, OOH advertising helps brands cut through the noise, build anticipation, and create a lasting impact. Below, we’ll explore how OOH advertising can effectively communicate Black Friday specials and share case studies showcasing how brands have successfully used OOH for Black Friday.

The Power of Black Friday in South Africa

Black Friday has seen explosive growth in South Africa, with an increasing number of consumers and businesses participating every year. In 2022, South African consumers spent nearly R11.3 billion during the Black Friday weekend, marking a significant jump from previous years

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. The event has become a prime opportunity for retailers to offer steep discounts, bringing shoppers out in droves. Studies show that 87% of South Africans planned to make purchases on Black Friday in 2022, with electronics, fashion, and home appliances topping the shopping list

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As the Black Friday shopping craze intensifies, the advertising competition has also ramped up. Brands that utilize OOH advertising effectively can tap into this consumer excitement and ensure their campaigns reach large audiences, especially those already out and about and primed to shop.

Why OOH Works for Black Friday Campaigns

OOH advertising is uniquely suited for Black Friday campaigns because it offers high visibility and reaches consumers as they commute, shop, and travel. Here are several reasons why OOH is effective for Black Friday:

1. Wide Reach and High Impact: With billboards, digital displays, and transit ads, OOH reaches consumers wherever they go. High-traffic locations amplify visibility, reaching shoppers in real-time as they travel to stores.
2. Building Anticipation: OOH allows brands to build up anticipation in the weeks leading up to Black Friday. By creating a steady buzz, brands can keep themselves top-of-mind for consumers.
3. Driving Immediate Action: Well-placed OOH ads near malls, major shopping hubs, and city centers can drive immediate action, influencing consumers to visit a store or website as they make their shopping rounds.

Case Studies: OOH for Black Friday Success

1. Takealot’s Black Friday Blitz (South Africa)

Takealot, South Africa’s largest online retailer, used OOH advertising extensively for its Black Friday sales campaign, dubbed the “Blue Dot Sale.” Leading up to Black Friday, Takealot launched an OOH campaign featuring billboards across key urban areas. Their ads teased the "Blue Dot" without revealing specific deals, building anticipation and curiosity among consumers.

This approach proved highly effective, as Takealot reported record-breaking sales during the Black Friday period, with over R196 million in transactions on Black Friday alone. This campaign highlighted how strategic OOH advertising can keep a brand visible and build anticipation without giving away all details upfront, ultimately driving strong engagement and sales when the event went live

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2. Checkers’ Black Friday Countdown (South Africa)

Checkers, one of South Africa's leading supermarket chains, leveraged both traditional and digital OOH advertising for its Black Friday promotions. The campaign included digital billboards that featured a countdown clock, creating a sense of urgency and excitement among viewers. By strategically placing these digital displays near high-traffic shopping areas, Checkers managed to increase brand visibility right where customers were likely to shop.

According to statistics, Checkers saw a 60% increase in foot traffic during the Black Friday weekend, with customers citing the countdown clock as a reminder to take advantage of the deals. This campaign demonstrates how OOH can create urgency and keep consumers informed, driving immediate foot traffic and increasing in-store sales Samsung’s Black Friday Tech Sale (International)

Samsung ran a cross-channel OOH campaign targeting tech-savvy consumers in the lead-up to Black Friday. The campaign, which included billboards, bus shelters, and interactive digital screens, showcased Samsung’s latest devices with messaging about exclusive Black Friday deals. Some ads were strategically placed near electronics stores to maximize relevance, while others were digital, rotating between multiple offers.

This campaign’s results showed a 45% boost in consumer interest for Samsung products during the campaign period, proving that well-timed and strategically placed OOH ads can significantly influence purchasing behavior.

Tips for Making the Most of OOH for Black Friday

If your brand is considering OOH for Black Friday, here are some strategies to make the most out of your campaign:

1. Leverage Digital OOH (DOOH): Digital screens allow for flexible messaging and real-time updates. Consider using DOOH for countdowns, flash sales, or deal reveals to keep your audience engaged.
2. Select High-Impact Locations: Identify key areas with heavy Black Friday foot traffic, such as shopping malls, highways leading to retail centers, or near popular stores. Placing ads in these areas maximizes the chances of reaching ready-to-buy audiences.
3. Emphasize Urgency: Use countdowns, reminders, and phrases like "limited-time offer" to create a sense of urgency and encourage immediate action.
4. Incorporate QR Codes for Easy Access: Adding QR codes on OOH ads allows consumers to instantly scan and access deals on their phones, making it easy to take advantage of Black Friday specials while on the go.
5. Keep It Bold and Visual: Black Friday ads should be bold, with a clear call to action that’s visible from a distance. Strong visuals and large text ensure that your message is memorable.

Conclusion

As brands seek to capture attention during South Africa’s bustling Black Friday period, OOH advertising offers a valuable solution for building awareness, driving engagement, and influencing purchasing decisions. By learning from successful case studies and implementing best practices, companies can leverage OOH to turn Black Friday into a profitable day, connecting with consumers at just the right moment. With a well-executed OOH strategy, brands can maximize their reach, spark excitement, and ultimately see a substantial return on investment during one of the year’s biggest shopping events.