The holiday planning and buying season is around the corner. The fourth quarter is notoriously the most competitive market for premium OOH space. Brands are positioning themselves to connect with holiday shoppers, especially gift giving adults. Preparing to send holiday RFP’s early in the third quarter is advisable if your clients are seeking premium wallscapes in top ten DMA’s, alternative formats in malls or airports to stay top of mind with travelers. Specific industries are focusing on buys around the holidays and are allocating a greater percentage of their overall spend to the fourth quarter.
According to a study published by the OAAA conducted by Kantar Media, the retail industry saw the greatest increase in overall percentage of OOH buys from Q4 2010 to Q4 2011 at 14.3%. Rounding out the top five in overall spend were the financial industry and transit, hotels and resorts. Here are few previous executions in those industries and environments.
