Holiday OOH Starts in Fall
When it comes to advertising, and especially out-of-home (OOH) advertising, timing is absolutely everything. Consumers may not be fully in the holiday zone until late November and even December, but brands that find the most success start their OOH campaigns much earlier.
Starting several months ahead of an important ad season or event ensures that you are utilizing effective billboard strategies as OOH inventory will be in its prime, visuals have plenty of time to be workshopped, and brands can begin generating long-lasting awareness in advance.
When it comes to the busiest shopping and travel months of the year, securing prime placements and polishing every last detail is crucial to making the most of a successful holiday OOH kick-off.
Prime OOH Inventory Is In Fall
By the time November and December hit, most highly sought-after billboards and digital formats are already booked.
Top performing OOH placements, such as ones near highways, shopping squares, and airports, are some of the first to sell out. Early planners are able to secure the best available pricing and nestle themselves in prime locations and prime mental awareness positions.
Booking your OOH in the fall ensures your brand will dominate all of the top markets and meet consumers exactly where they are. When shopping, people are already planning holiday spending, so it’s difficult to capture attention late in the game. Early planners make the most of the most competitive ad season of the year.
Fall OOH Builds Early Awareness
We associate holiday purchasing with December, but the reality is that consumers are planning their gift baskets earlier and earlier. Around 49% of shoppers begin holiday buying and planning before Halloween.
Launching billboards and OOH placements in September or October are the perfect times for brands to build recall, influence early gift planners, and create anticipation for discounts and product launches.
Out-of-home ads during the holiday season are about being remembered when the holiday shopping chaos begins, and to ultimately stand out among the rest in capturing valuable spending dollars.
Fall Means Holiday OOH Success
Consumer mindsets and behaviors are shifting earlier and earlier, and so retailers and advertisers have to be ready to adjust their actions to align with these patterns. We now see Halloween products launching in late August and Easter promotions hitting shelves right after the New Year.
The key to success is to meet consumers where they are, when they are ready, and that means planning your Holiday OOH to launch in the fall.
