Holiday Ad Spend & Billboards: Time to Make Your Move
Black Friday isn’t just a single day anymore; it marks the beginning of a broader holiday shopping surge, and savvy billboard companies know this is prime time to act. According to industry data, holiday retail ad spend is projected to grow and the season now begins earlier than ever. Meanwhile, out-of-home advertising (OOH) is still one of the most effective ways to reach ready-to-buy consumers.
If you operate a billboard company or partner with one, this is your moment. It’s time to plan now, design your inventory pitch, reach out to new clients, position your digital and static screens, and ensure the creative is holiday-ready. Here are key strategies.
1. Book inventory early and secure premium spots
The best billboard sites, such as high traffic roads, shopping districts, or major retail clusters, get booked first. Businesses aware of the holiday window understand that early planning means better placements and lower rates. Account execs should be reaching out now (if not already) to lock in advertisers for the Black Friday period and the broader holiday span.
2. Target the right advertisers beyond the obvious retail giants
Yes, major retailers will advertise heavily, but don’t overlook local businesses, regional chains, and emerging e-commerce brands that want to capture local foot traffic or drive awareness. For example:
Local brick-and-mortar stores that are already posting deals and sales
Service providers with end-of-year promotions (automotive service, home repair, seasonal cleaning)
Gift-related brands (jewelry, tech accessories, local artisans) who want to influence shoppers in their cars or on the move
Restaurants or entertainment venues offering holiday specials or gift cards
Your billboard company can approach these categories and highlight the benefit of reaching mobile consumers heading into the shopping season.
3. Emphasize digital and DOOH advantages (See Here)
If you have digital billboards or screens, promote their ability to update messaging in real time, target by time of day, and adapt creative quickly for flash deals, Black Friday specials, and last-minute promos. Research shows that modern OOH campaigns using dynamic digital inventory can drive both awareness and measurable action. When you pitch new clients, highlight how your digital placements can respond to their campaign timing and help track foot traffic or online response.
4. Frame the value proposition for advertisers
When you approach potential advertisers:
Share data on how OOH reaches consumers on the move and in shopping mode
Emphasize that holiday shoppers don’t wait; many begin browsing before Thanksgiving
Show examples of billboard context near malls, highways, transit hubs, and shopping corridors where audiences are primed to buy
Offer bundled packages such as billboard plus screen plus social or QR code tie-ins to boost tracking and cross-channel synergy
Make clear the urgency; if advertisers want to maximize Black Friday, they need to commit now. Inventory will fill quickly.
5. Creative readiness and messaging tips
Prepare your advertisers with guidelines for effective billboards during the holiday. For example: bold, simple messages that emphasize savings, location, and urgency. Use strong visuals tied to the shopping mindset. Research shows holiday billboards perform better when they launch in early November and tap into seasonal emotions. Advise using holiday colors, themes of value such as “limited time” or “one week only,” and clear calls to action.
6. Internal workflow and timeline
For your billboard company to deliver smoothly:
Audit your inventory and identify prime slots for the holiday push
Set booking deadlines and make sure your team and advertisers are aware
Coordinate with your design and creative team (or Tasty Ad) to ensure creatives are ready, approved, uploaded, and scheduled
- Start outreach now to fill spots before the late-November rush
