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Why DOOH is the Most Effective Use of Your Holiday Ad Dollars



Marissa Bernstein

It’s bound to be a holiday season like no other. With inflation levels at record highs and a looming recession underway, shoppers are changing the way they spend their money. In fact, according to a new report by bankrate.com, about 40% of holiday shoppers said inflation is changing the way they shop. As a marketer, how do you keep your brand top of mind and reach the right people when it matters the most? Enter: digital out-of-home (DOOH).

Whether you’re a big box retailer promoting a variety of seasonal sales, an auto brand conquesting your competitors, or a CPG product looking to steal market share, DOOH can deliver. With complete flexibility, advanced audience targeting capabilities and robust measurement solutions, Vistar is helping brands across all verticals approach their holiday campaigns in a cost-effective way.

Complete Flexibility

programmatic DOOH platforms like Vistar’s offer rapid activation capabilities with robust flexibility. Whether you need to launch on short notice or just activate for a few days, DOOH gives marketers the ability to turn around a campaign – when and where it will have the greatest impact.

With a dedicated DSP like Vistar’s, you are never locked in to a particular strategy or commitment. As real-world conditions continue to evolve, you can easily modify your campaign — whether that means shifting budget to a different location, adding or removing venue types, or simply pausing your campaign. You can also rapidly rotate your creative messaging using data-driven dynamic creative capabilities. This new solution allows brands to easily swap out (without manual work required) the creative content of an advertisement based on real-time information — whether that’s promoting live sports scores during a big game, sharing directions to a nearby retail location, or highlighting localized promotions or sales — capitalizing on key time-sensitive moments, like Black Friday or Cyber Monday.

Learn how REI leveraged DOOH for its iconic Black Friday initiative.

Advanced Audience Targeting Capabilities

Vistar’s patented and proprietary technology creates and targets movement-based audiences as they move throughout the real world. Further, we are data-agnostic and partner with the industry’s leading data providers, such as Foursquare, L2, IHS/Polk, Environics Analytics and more. No matter what type of audience you are trying to reach this holiday season, we have an effective and scalable solution for you. Below is just a sampling of audiences we’ve activated for our clients’ holiday campaigns:

  • [Specific Brand or Product] Shoppers
  • Holiday Gift Givers
  • Holiday Entertainers
  • Curbside Pick-Up Shoppers
  • Online Grocery Shoppers
  • Luxury Shoppers 
  • Deal Seekers
  • Holiday Travelers / Road Trippers
  • Moms 


Robust Measurement Solutions

Each dollar counts. Bringing your final campaigns of 2021 full circle, programmatic DOOH now allows brands to holistically measure their OOH campaigns in a way not possible before. Vistar’s advanced measurement solutions allow you to understand the impact of your entire campaign and prove success across the entire funnel, including brand health, brand lift, foot traffic, online conversion and sales lift. 

For more information or help with planning your holiday campaign, reach out to us today.

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