November and December are make-or-break months for brands. Between Black Friday, Cyber Monday and Christmas, the race for attention is fiercer than ever. Screens are booked earlier, consumer journeys are shorter, and expectations are higher. To win visibility in this high-pressure season, advertisers need to plan smarter, and that’s exactly where programmatic Digital Out-of-Home (pDOOH) shines.
With over 1.6 million digital screens in 80 countries, Displayce enables brands to activate DOOH campaigns across premium inventory, from shopping malls and department stores to transport hubs and outdoor shopping areas, with agility and precision. Here’s how to make the most of this crucial retail window.
1. Start planning DOOH campaigns early
Inventory during Black Friday and Christmas goes fast. Premium DOOH locations near malls, transport hubs and high-street shopping areas are often booked weeks in advance. Programmatic Guaranteed (PG) deals allow advertisers to secure these high-value screens early, ensuring their campaigns appear in the most relevant locations at exactly the right moments.
By combining the certainty of a direct booking with the automation and flexibility of programmatic delivery, PG enables brands to lock in strategic placements while retaining the ability to adjust creatives, control pacing and fine-tune delivery.
2. Match your DOOH screens to shopper moments
In Q4, attention is fragmented. Consumers are commuting, running errands or shopping in-store, often with different mindsets throughout the day. Instead of focusing only on one environment, diversify your campaign across multiple contextual moments:
- Roadside and transit: capture pre-shopping intent and daily commuters
- Malls and department stores: reach audiences right at the point of purchase
- Outdoor shopping areas: engage gift-seekers and weekend visitors
This full-journey approach ensures your message appears when shoppers are most receptive, on their way to buy, not just when they’re already in-store.
3. Activate DOOH campaigns smartly with data and context
Timing and context are everything in programmatic DOOH. Use data triggers to deliver messages at the most relevant moments, whether it’s weather changes, time of day, flight arrivals or audience density near retail zones.
A perfume brand, for instance, could activate airport screens when international flights from specific countries land, reaching travellers the moment they arrive in duty-free areas where purchase intent is naturally high.
With Displayce’s OOH specialist suite, advertisers can plug in real-time data to automate campaign delivery, ensuring every impression counts during this short but decisive season.
4. Prioritise Prime Time screens
Not all impressions are equal. Audience levels fluctuate throughout the day and often surge during specific events such as concerts or sports games. These moments naturally create higher visibility around certain screens.
Using Pulse, Displayce’s predictive engine, planners can identify these Prime Time screens, the ones that experience audience peaks at specific moments.
By focusing spend on these high-opportunity moments, brands can boost reach and efficiency, delivering stronger visibility when it matters most.
5. Leverage exclusive retail deals made for DOOH
As the retail peak approaches, Displayce helps brands boost their seasonal visibility with exclusive DOOH packages tailored for the holiday season.
These include premium DOOH inventory across performing environments such as shopping malls, department stores, supermarkets, and transit areas, strategically selected to reach audiences at key shopping moments.
These limited-time offers ensure maximum visibility during the most competitive weeks of the year.
Make this season count
The holiday rush rewards brands that plan early, stay agile and use data intelligently. Programmatic DOOH gives you the flexibility to do all three while ensuring your message appears on the most relevant screens, at the right time and in the right context.
Don’t wait until the most competitive weeks are fully booked.
Get in touch with us to plan your Black Friday, Cyber Monday or holiday pDOOH campaign and secure your prime-time screens before they’re gone.
