Three very smart OOH venues this holiday season
Three ideas your clients should be considering: Airports, malls and projection
November 29, 2016
The holiday season means more hustle and bustle than usual, with people traveling to see family, hitting the stores for presents, and generally spending more time outside the house running from this party to that.
This also presents welcome opportunities for out of home advertisers to reach their target audiences.
Whether they’re serving up a creative new twist on a traditional ad format, such as signage at airports, or trying something new aimed at drawing attention not just in the moment but with a second life as a video online, as with 3D projection mapping, advertisers can reach huge numbers of people with just one campaign.
Here’s a look at three places OOH advertisers should be considering this holiday season to spread the word about their products.
The weeks around Christmas are one of the busiest travel times of the year, making airports an ideal place to target audiences with OOH.
Another popular area for airport advertising is baggage claim. Available media types include backlit signage and ad-wrapped pillars.
A few years ago Coca-Cola took over the baggage claim area at Belfast International Airport for a Christmas-themed campaign. The ads featured the Santa Claus images it uses annually on holiday cans and bottles.
One clever holiday ad at airports took place at Munich International Airport. A display near a security checkpoint featured two out-of-work reindeer playing holiday music to drum up some extra cash.
The ads were from the car rental company Sixt. The idea was the reindeer were out of work because Santa found a more affordable sleigh using Sixt.
Though many people now do a good chunk of their holiday shopping online, local malls remain busy during the run-up to Christmas.
And of course there are holiday-specific options such as sponsored Santa Claus appearances, or sponsored gift-wrapping stations.
Another fun approach in malls is setting up elaborate displays in vacant storefronts. Advertisers can use the space to place large and eye-catching ads at eye level. The ads can be static or interactive, including digital video or ads manipulated by passersby.
An innovative recent holiday mall campaigns from HGTV set up a life-sized “gingerbread” holiday house at the Mall of America in Minnesota. The network had on-air personalities on hand while promoting its HGTV Home line of furniture and home goods.
One of the cooler OOH innovations has been the evolution of projection advertising. When done correctly, projection ads can be quite impactful, although advertisers will want to keep basic guidelines in mind (Hear the best advice of two projection experts here).
The advent of 3D projection mapping can make any background, such as the sides of buildings, appear to come to life, with surfaces popping out through the 3D effect.
A fun holiday projection campaign running this year is from online retailer Very.co.uk. The company has projected images on some of the most famous buildings across London, including the London County Hall.
Another fun campaign from recent years came from Saks Fifth Avenue in New York. The store launched its annual holiday window display with a 3D video on the side of its building featuring bubbles and snowflakes.
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