Make the Most of Your Holiday Marketing Campaign

As Canadians prepare for a recession and contend with increasing inflation rates, many holiday shoppers are shifting their spending habits. In fact, according to a recent Angus Reid Group survey, 53 percent of Canadians are planning to spend less this holiday season compared to previous years.

So, what does this mean for brand marketers and advertisers? First, it is critical to not view this shift in consumer spending habits as a barrier. Instead, it should be viewed as a new opportunity to experiment with creative campaigns and targeting to reach Canadians where they are currently in their consumer journey.

Digital out-of-home (DOOH) can help extend the reach of holiday campaigns and keep up with existing customer behaviour while effectively targeting new ones. Here are a few considerations for marketers and advertisers looking to strengthen their omnichannel marketing strategies with DOOH this holiday season:

Stay flexible

Leveraging marketing mediums such as DOOH can help marketers stay agile in an ever-changing world and make on-the-fly campaign changes easier. Especially in today’s uncertain economy, last-minute budget cuts and tight turnarounds on new creative is the reality. DOOH is a strong option for delivering timely activations while giving marketers the power to pause or shift a campaign at any given time.

Pay attention to trends

With cost savings at the top of many Canadians’ lists this holiday season, people are sure to be shopping around for deals. With that, lead with your promotions. Price consciousness is here to stay, and these consumers should be accommodated accordingly. DOOH can help you create and target these custom audiences, including deal seekers and even last-minute shoppers, to raise brand awareness and influence purchasing behaviours.

Expand your medium

The holidays can be a time of visual overload, with deals and shopping campaigns popping up across our personal devices, potentially leading to burnout for shoppers. It’s important to cut through the noise and reach your target audience efficiently in a way that works for them, too. Diversifying your medium mix to reach your audience can help avoid marketing fatigue caused by presenting the same message, in the same way, over and over again. It can also allow you to activate your holiday campaign across multiple venue types to reach your consumer as they move from place to place.

If you’re using display, mobile or social media to target your audience this holiday season, consider extending the reach of your campaigns through DOOH to maximize your holiday marketing strategy and better target consumers.

Written by Scott Mitchell, Managing Director at Vistar Media Canada.

Vistar Media has built a complete end-to-end programmatic ecosystem to enable data-driven, automated, and measurable DOOH transactions. This ecosystem helps its partners, from retail to casual dining, incorporate DOOH and mobile as part of their broader marketing strategies to achieve key results, such as awareness, consideration, favorability and foot traffic, through custom and efficient targeting, messaging and measurement.