Sleigh the season: How to hone a successful Christmas 2024 strategy with OOH advertising

As summer breezes by, now is the ideal moment to lock in your advertising strategy for September and beyond. Brands need to act now to ensure they stay top of mind when the most wonderful time of the year arrives. Yes we’re talking Christmas.

With fewer than 100 days until Christmas, consumer behavior undergoes a significant shift, presenting a golden opportunity for brands to make their mark. From Black Friday bargains to last-minute stocking stuffers, the holiday shopping journey unfolds both online and offline. OOH ads are a powerful way to reach receptive audiences over the Christmas period and influence their purchase decisions.

Christmas advertising is unique in that it has numerous roles to play, fostering festive spirit while raising brand awareness and keeping brands front of mind when it comes to consumer spending.

As Christmas fever sets in, the UK usually sees a rise in footfall as shoppers flock to stores ahead of the festive period.

No doubt, it’s one of the most lucrative periods of the year for retailers. Figures revealed from the Advertising Association say that last year, a whopping £9.5bn was spent on festive campaigns.

That’s 4.5% increase from the year previous according to Statista.

Festive ads themselves are also conversation starters, cutting through advertising noise and playing a crucial role in maintaining brand health. People now look forward to these ads as part of the holiday season, with campaigns like the John Lewis or Coca-Cola ads signalling the start of Christmas and becoming integral to the festive spirit.

So, if you want to know how to sleigh the season, here’s how.

Timing is everything

Success lies in perfect timing. Just as Santa plans his route meticulously, brands must launch their campaigns strategically. Planning, the earlier the better. 

Take cues from industry giants like John Lewis and Aldi, whose iconic ads are conceptualized long before the first snowflake falls. They are planning and shooting their festive ads when the public are still searching for Easter eggs. They are proof that catching consumer attention around the Christmas hustle requires strategic timing. 

From pre-Black Friday anticipation to last-minute gift hunts, brands need to orchestrate their messaging to align with key shopping milestones. By deploying OOH campaigns at the right moments, brands can cut through the seasonal noise and leave a lasting impression on potential customers.

Set clear objectives

What do you want to achieve with your campaign? Is it brand awareness? An increase in sales? Customer engagement? To drive action during the festive period, brands must embrace innovation and creativity in their OOH campaigns. Proximity advertising, dynamic creative, and shoppable OOH experiences offer unique avenues to captivate consumers and inspire them to take action. 

By amplifying brand messages with special builds and experiential activations, brands can create memorable moments that resonate long after the holiday season fades.

Play to emotion

Emotions run high during Christmas. Stories captivate hearts. A well-crafted narrative — be it heartwarming, humorous, or inspiring — can cut through the holiday noise and forge a deep connection with your audience. For example, one of the reasons John Lewis Christmas adverts are so beloved is their stories creating emotional connections with audiences.

Some of the most successful Christmas campaigns are ones which pull on the heart strings of the audience. During the festive period emotions are heightened and advertisers can use this to their advantage. And who doesn’t love a story? Creating narratives that consumers can connect with is a surefire way to get noticed amongst the sheer amount of Christmas campaigns that get unveiled each year. By using a multi channel approach, brands can transfer that connection from the screen to OOH ads.

Remember, one size doesn’t fit all

Let's not forget that today's shoppers are omnichannel navigators. They browse online, shop in-store, and engage across social platforms. Nobody shops in one place anymore. By integrating OOH with digital and social media strategies, brands can create a cohesive brand experience that follows consumers seamlessly from their daily commute to their social feeds.

The rise of the hybrid shopper underscores the importance of an omnichannel approach, where OOH complements digital efforts to amplify brand visibility. 

By harnessing creativity, technology, and data-driven insights, brands can create impactful campaigns that resonate with audiences during the festive frenzy. This Christmas, let your brand stand out amidst the twinkling lights and merry melodies, captivating hearts and minds with the timeless charm of OOH advertising.

Time to shine

As we gear up for the holiday season, remember that early planning is your secret weapon. By booking your Christmas campaigns now, you not only secure prime advertising space but also gain the advantage of strategic foresight. Set clear objectives, play to emotions, and embrace innovation to create memorable campaigns that resonate with your audience long after the decorations are put away.

This Christmas, let your brand shine bright amidst the festivities. Start early, think strategically, and make this holiday season one to remember for your consumers and your bottom line.

Now, go out there and make some holiday magic happen.

Reach out to our festive team at Open Media to find out how to sleigh the out of home season.