Ho Ho Holiday spend: Here's how to maximise your festive campaigns with OOH

The festive season presents a significant commercial opportunity in South Africa. According to Wonga's Summer Spending Survey, R224 billion in consumer spending is anticipated during the holiday period, with an average personal festive budget of R5,707.

Programmatic digital out-of-home (pDOOH) advertising is one of the most effective tools for capitalising on this, enabling brands to engage both new and existing customers while fostering loyalty during the year's most competitive retail window.

Leverage high-traffic locations.

Large-format billboards, roadside digital displays, and forecourt advertisements maintain top-of-mind awareness during the shopping rush. Keep video content brief, 15 to 30 seconds, to retain viewer attention while clearly communicating your offering.

Integrate pDOOH into your omnichannel strategy.

Multiple advertising formats strengthen message retention and sales performance. Dynamic pDOOH extends reach across customer touchpoints, offering advanced capabilities for granular audience measurement and reporting. When audiences are primed with DOOH, it amplifies the effect of every other channel in your mix.

Right time. Right place.

Demographic understanding drives relevance. Location and behaviour targeting identify optimal moments for engagement, lunch breaks, weekends, major shopping events. Specificity in targeting improves conversion rates significantly.

Plan well, and in advance.

Despite high seasonal demand, pDOOH flexibility permits November–December bookings. Flexible packages accommodate creative adjustments based on calendar events or real-time triggers like weather conditions.

Keep it fun!

Emotional resonance distinguishes campaigns during peak competition. Festive-themed content, gift guides, exclusive offers, discount previews, builds anticipation. Countdowns and retargeting strategies help complete the customer journey from awareness through to purchase.