When the temperature drops and there’s a chill in the air, it only means one thing: it’s time for the winter sports season!

For out-of-home (OOH) advertising, that means a lucrative opportunity for brands to connect with audiences that are outside and on the move.

Anywhere from ski resorts and hockey arenas to winter travel destinations, OOH advertising offers unmatched visibility during one of the most active and high-engagement times of the year. Whether you’re targeting tourists, athletes, families, or seasonal travelers, the environments winter sports take place in are perfect locations for high-impact outdoor campaigns.

Here’s how brands and advertisers can leverage OOH to take advantage of the winter sports season.

Why Winter Sports Are a Prime OOH Opportunity

Winter sports bring together highly valuable audiences, as they typically have higher reserves of discretionary income they are unafraid to use if it means uplifting their experiences. Whether it’s skiers lining up at the ski lift or fans flooding into hockey arenas, these audiences are typically:

• Highly engaged
• Frequent fliers
• Open to impulse purchases
• Surrounded by OOH formats in their high-traffic sports spaces

Best OOH Formats for Winter Sports Marketing

Resort and mountain placements allow brands to be front and center in environments where audiences have no choice but to be captive to their surroundings. Hockey fans, figure skating enjoyers, and other audiences are easily reachable at arenas and stadiums through such placements.

Road trips and holiday travel spike during winter weekends and throughout the season, especially around the holidays. Highway and travel-route placements target these valuable, high-spend audiences and are fantastic for brands in hospitality and retail.