A challenging festive season lies ahead for retailers and advertisers, as a combination of events make this year a difficult prospect. After two previous festive seasons which were severely scaled back due to the pandemic, there has been high hopes for a bounce back effect during the 2022 celebrations.

However, the ongoing political and economic uncertainty, the war in Ukraine, spiralling inflation, and continued supply chain issues mean that conditions are far from ideal for a booming retail season. Many consumers are intending to reduce their Christmas spending, as their spending on essentials such as fuel, food, and rent or mortgage payments soars.

For Digital Out of Home advertisers (DOOH), the response will be to deliver more precisely targeted messages to consumers, The Drum reports. Digital LED screens can be programmed to rotate content based on real-time data about variables such as the volume of foot traffic, the weather, time of day, offers and promotions, and so forth.

This gives retailers much more scope for reaching the right customers at the right time—for example, urban office workers who are looking to buy breakfast on the morning commute, or clothes shoppers on a cold frosty day looking for coats and sweaters. 

DOOH advertising can also be integrated with online digital marketing, so that a customer journey can be fully targeted through social media, websites, and other forms of advertising. All this means that it is much easier to show relevant products and services to customers when they are actively looking for it, or near a point of purchase.

DOOH is suitable to both indoor and outdoor locations. It can be adapted to fit on the side of buildings, or as part of street furniture such as digital billboards and bus shelters. The ever more flexible ways to display content mean that DOOH advertising methods bring a strong return on investment.