OOH for Holiday Travel

The holiday season is one of the busiest travel periods of the year as airports overflow with passengers and the roads are swarmed with road trippers and general drivers. Movement is the key point of this season, and advertisers would do well to jump on these surges to capitalize on these valuable shopping windows. No other medium captures and spurs conversion better than out-of-home (OOH) advertising this season.

OOH places your brand front and center at a lucrative time where attention is a hot commodity. Anywhere from airports to highways, it’s vital to utilize high-impact formats at locations where viewers are highly engaged and actively making purchasing decisions.

Interested in how brands can utilize OOH to reach travelers during the holiday rush? Here’s the playbook.

Why Holiday Travel is Prime Time for OOH

Holiday travelers exude a whole new mindset during this season. It’s not just about moving from point A to point B; it’s about travelers being away from their usual routines, where they are actively making decisions about gift giving, lodging, events, food, and so much more.

They’re more aware of their surroundings and are surrounded by captive environments such as airport lounges, long lines, bright kiosks, and screens; all of which make it more likely that they discover and interact with new brands while they are on the go.

OOH thrives in these moments, and unlike digital ads fighting for attention on a tiny screen, outdoor ads blend into the holiday travel journey and become one of the most trusted and memorable ways to reach consumers.

The Crown Jewel of Holiday OOH: Airport Advertising

Airports are often regaled by advertisers due to their powerhouse abilities of reaching viewers during the holiday season. With extended dwell times, lengthy lines, and swarms of captive audiences, it’s no surprise that airport OOH consistently outperforms many other formats.

Airport ads work so well because of:

• Extended wait times: Travelers spend hours waiting at gates, lounges, baggage claims, and check-in lines.
• Premium audiences: Frequent fliers and holiday travelers often have higher amounts of discretionary and spending income.
• Peak emotional moments: Airports are full of stress, excitement, and anticipation, which makes messaging hit deeper and more influentially in sparking quick conversions and purchases.

The best airport OOH formats include:

• Digital screens throughout airport terminals
• Displays at baggage claims
• Security line digital kiosks and panels
• Ads in and near charging stations
• Any media in airport trains and shuttles

Airport OOH is a perfect fit for high-value audiences, such as those at airports, and can make everything from luxury brands to consumer goods a success.

Best Creative Strategies for Holiday Travel OOH

Keep messaging positive and seasonal.

Travel can be stressful, so anything that is uplifting stands out and encourages emotional connection.

Use motion & dynamics digital out-of-home (DOOH)

Countdowns to sales, localized creatives, and high movement messages perform well as they have your ad standing out among the rest.

Create an action

QR codes, short URLs, and other prompts can turn views into immediate engagement.

Final Thoughts

The holiday season is filled with movement, purchasing, and excitement. This season creates the perfect environment for brands to shine through OOH. Whether it’s through an eye-catching airport campaign or a bright digital billboard, OOH helps brands connect to travelers during one of the most valuable advertising times of the year.