DOOH screens have the natural ability to stand out across different environments by including compelling visuals and elements that can quite literally stop someone in their tracks. Photos courtesy Vistar Media
Unlocking the power of advertising through the holiday season
By Marika Gabriel
The holiday season has a special way of bringing us all together, wrapping the world in a cozy blanket of shared joy. The air is filled with warmth and cheer, from bustling holiday markets to festive gatherings. Streets sparkle with twinkling lights, and you can’t help but smile as the familiar tunes of Celine Dion, Mariah Carey, and Michael Bublé play in the background. Everywhere you turn, people are huddled together, cups of hot cocoa or rich chocolate in hand, sharing laughter and excitement as they soak in the season’s magic.
However, it can also be a stressful time of year because—well—the holiday rush is real: people are busier than ever, juggling work, family gatherings, and social events, all while hunting for the perfect gifts. Everyone wants the perfect holiday season to mark the end of the year and bring in a new year filled with hope. This is where marketers become essential guides, telling us where to find those must-have items and helping us keep track of the best deals (as we try to shop within our budgets!). In this context, the buzz and sparkle of out-of-home (OOH) advertising add to the festive atmosphere, lighting up busy streets and transit hubs, subtly nudging us toward gifts we might not have thought of but are suddenly excited to find. After all, let’s be honest—who hasn’t gone completely blank, racking their brain for the perfect gift and coming up empty? It’s that all-too-familiar holiday panic, and it’s precisely when those clever, timely ads remind us of the perfect choice.
Digital out-of-home (DOOH) advertising takes it even further, catching our attention while we shop. Bright, engaging displays at malls, on city streets, in public transit, and near stores speak to us directly, sharing ideas when we are in the right place to take action. DOOH is there when it matters most, transforming a quick glance into a guiding moment on the gift-finding journey. For holiday shoppers, these displays can feel like magical wayfinding signs, popping up at or near Santa’s workshop to assist us when we need it most.
The advertising landscape is changing, and DOOH is leading the charge in how brands connect with consumers. Unlike traditional OOH, which relies on static messages, DOOH delivers dynamic, real-time content that speaks directly to audiences in the moment. This shift is crucial in the world of OOH, as it enables advertisers to adapt their messages instantly. As consumers dive into their holiday shopping, tailored and timely ads can grab attention and drive conversions, turning the holiday experience into something more personal and engaging.
In light of this paradigm shift, Sign Media Canada spoke with Olivier Paquet-Thibodeau, senior account executive at Vistar Media, based in Montreal, Que. With a keen understanding of today’s market dynamics and shopper behaviour, Paquet-Thibodeau knows what it takes to run successful campaigns that maximize brand impact and enhance the shopping experience. A true advocate for the power of DOOH, he shares his insights on delivering effective holiday campaigns.
Bright, engaging displays at malls, on city streets, in public transit, and near stores speak to potential buyers directly, sharing ideas when they are in the right place to take action.
Sign Media Canada (SMC): What are the key steps to planning a successful holiday OOH campaign?
Olivier Paquet-Thibodeau (OP-T): For me, it all starts with understanding and selecting the right audience. Knowing exactly who you want to target is essential for an efficient and impactful buy. I see many advertisers taking the obvious—and sometimes lazy—route with their audience choices. For instance, if the advertiser is Brand A, they often simply target people already in-market for Brand A. The role of DOOH is to expand brand awareness and consideration beyond those who are already potential buyers. I prefer to align the audience with the creative message rather than just the product. For example, if it’s a car ad showing a family going to the ice rink, I would focus on arena visitors rather than potential SUV buyers. Take some risks, explore new segments, and target niche audiences—but especially during the busy holiday season, make sure to stand out.
SMC: How do you measure return on investment (ROI) for DOOH campaigns?
OP-T: Measuring OOH campaigns used to be challenging, but today, with advanced technology and the rise of DOOH, it’s easier than ever. It’s crucial, though, to have key performance indicators (KPIs) that match your campaign objectives. If your goal is brand awareness—as is often the case with OOH—run a brand lift study. This lets you survey exposed and non-exposed groups, asking questions about brand perception, competitive landscape, and brand consideration and intent. During the holiday season, with high shopping and in-store traffic, we can gauge campaign success by comparing store visits between those who saw the ads versus those who didn’t. A positive lift means your campaign is achieving its goals! These studies provide valuable insights to guide you in your decision-making when it comes to your media buy and help create the best holistic approach.
SMC: What tools do you use to track OOH campaign performance in real time?
OP-T: You can monitor ad delivery in real time and organize the data to fit your needs. The most common use case is often based on geography. For example, in a national campaign, if certain store locations are struggling or low on stock, you can reallocate budgets to increase impressions in critical areas. The same approach applies to adjusting for different audiences or prioritizing specific venue types as the end of the year nears.
Every brand is unique, but I always say—you can only control what you can measure.
The role of DOOH is to expand brand awareness and consideration beyond those who are already potential buyers.
SMC: What holiday campaign have you worked on, and what factors contributed to its success?
OP-T: Last holiday season, one of my retail clients—a furniture store—ran a national campaign targeting areas within a specific distance of their locations, using dynamic creatives to display the nearest store’s address and distance from each DOOH venue. Imagine driving and seeing a sign that tells you there’s a store just a kilometre away—a perfect reminder to pick up those extra dining chairs for hosting family at home during the busy holiday season! What do you do? You go to that store. This campaign achieved nearly a 20 per cent lift in in-store visits. Simple on paper, challenging to execute manually with traditional, static OOH—yet easy and seamless with DOOH!
During the holiday season, with high shopping and in-store traffic, campaign success can be gauged by comparing store visits between those who saw the ads versus those who didn’t.
SMC: What is a misconception about DOOH advertising you’d like to debunk?
OP-T: Some advertisers prefer traditional OOH over DOOH because print ads give the impression of a more substantial share of voice, staying on display for weeks without change. However, this doesn’t mean more reach or impressions. In reality, the ad may only be noticed in the first two weeks, blending into the landscape afterward until a new ad replaces it! I believe there is a lot of value in the diversification of venues and geographic territories. DOOH screens have the natural ability to stand out across different environments by including compelling visuals and elements that can quite literally stop someone in their tracks.
