The holiday season is one of the busiest travel periods of the year, as airports overflow with passengers and roads are swarmed with road trippers and general drivers.
Movement is the key point of this season, and advertisers would do well to jump on these surges to capitalize on valuable shopping windows. No other medium captures and spurs conversion better than out-of-home (OOH) advertising this season.
OOH places your brand front and center at a lucrative time when attention is a hot commodity. Anywhere from airports to highways, it’s vital to utilize high-impact formats at locations where viewers are highly engaged and actively making purchasing decisions.
Interested in how brands can utilize OOH to reach travelers during the holiday rush? Here’s the playbook.
Holiday travelers exude a whole new mindset during this season. It’s not just about moving from point A to point B; it’s about travelers being away from their usual routines, where they are actively making decisions about gift giving, lodging, events, food, and so much more.
They’re more aware of their surroundings and are surrounded by captive environments such as airport lounges, long lines, bright kiosks, and screens; all of which make it more likely that they discover and interact with new brands while they are on the go.
Airports are often regaled by advertisers due to their powerhouse abilities of reaching viewers during the holiday season. With extended dwell times, lengthy lines, and swarms of captive audiences, it’s no surprise that airport OOH consistently outperforms many other formats.
Airport ads work so well because of
Travelers spend hours waiting at gates, lounges, baggage claims, and check-in lines.
Frequent fliers and holiday travelers often have higher amounts of discretionary and spending income.
Airports are full of stress, excitement, and anticipation, which makes messaging hit deeper and more influentially in sparking quick conversions and purchases.
The best airport OOH formats include
Airport OOH is a perfect fit for high-value audiences and can make everything from luxury brands to consumer goods a success.
Travel can be stressful, so anything that is uplifting stands out and encourages emotional connection.
Countdowns to sales, localized creatives, and high-movement messages perform well, as they help your ad stand out among the rest.
QR codes, short URLs, and other prompts can turn views into immediate engagement.
Whether it’s through an eye-catching airport campaign or a bright digital billboard, OOH helps brands connect to travelers during one of the most valuable advertising times of the year.
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