DOOH Strategy for Black Friday Sales Success

Published: October 17, 2022

Consumers are starting to think about Black Friday, the year's biggest shopping event, as the days grow colder and shorter. Last year, there was a glimmer of hope as Americans felt more comfortable shopping in brick-and-mortar stores. Although there was a 28.3% decline in foot traffic on Black Friday compared to 2019, there was still a 47% increase from 2020, according to data from Sensormatic Solutions. Global leader of retail consulting and analytics at Sensormatic Solutions shared with Forbes, "We just completed a shopper survey with results being revealed in early October, but what I can share is that respondents did state they plan to visit more retail stores on Black Friday. This is a great sign for physical retailers." 

And more good news for shoppers and marketers, Black Friday isn't restricted to just one day anymore. In an effort to limit supply chain issues and shipping delays, retailers made the decision to have shopping deals start earlier and last longer. 

The retail industry has faced many economic challenges in the last two years, i.e., high inflation, labor shortages, and empty store shelves. Yet, researchers are optimistic about Black Friday bouncing back to pre-pandemic sales this November. An OAAA and Harris Poll “Q4 2022 Holiday Shopping and Travel survey found that a third of shoppers expect to spend more on gifts this year compared to last – and nearly 40% of those shoppers plan to spend a lot more. The resurgence of holiday retail sales offers a unique opportunity for advertisers to stand out from the competition with digital out-of-home (DOOH) advertising as more consumers make their way into stores and shop earlier. 

DOOH is an excellent full-funnel approach to unobtrusively and seamlessly elevate the Black Friday experience while shoppers are more aware of their surroundings and away from their devices. Impressively, the same OAAA study found that 49% of consumers are noticing OOH ads more than one year ago. Out-of-home combined with digitally engaging screens will surely cut through ad blindness and deliver contextually relevant ads in the most effective shopping destinations. A study done by MFour Mobile Research and Yahoo proved just that, with 59% of shoppers seeing DOOH – with its engaging format and detailed information on deals, sales, and products – improve their shopping experience. 

Programmatic DOOH DSPs, like Adomni, allow marketers to activate a campaign that can pinpoint specific audiences in minutes. Brands can choose the right venue type or location for their DOOH campaign with geo-targeting and audience-based targeting tools on one easy-to-use platform. For example, Shop Direct wanted to launch a promotional campaign on Black Friday. The UK’s largest integrated digital retailer and financial services provider utilized DOOH data to identify and pinpoint customers interested in technology. The campaign creative showed off the dynamic capabilities of DOOH by triggering different product ads based on the viewer and revealed stock availability in real-time to inspire quick purchases. This campaign demonstrates how digital out-of-home screens are top-notch and future-proof, delivering desired audiences with available inventory - whenever, wherever. 

DOOH screens also turn vacant spaces in brick-and-mortar stores into creative revenue-generating attractions. Findings conducted by research specialist Kantar on behalf of Sightline suggest that DOOH has become a welcome fixture of the consumer experience as two-thirds of those seeing DOOH ads said they ‘become part of the location,’ and 63% stated that it made their journeys more enjoyable. And DOOH puts brands in a particularly advantageous position at the point of sale. This is helpful for holiday shopping because two-thirds of consumers reportedly impulse-buy more during the weekend of Black Friday.  

DOOH doesn't end at the point of sale. Mobile retargeting has made it possible to retarget audiences exposed to DOOH ads on mobile devices, amplifying campaign reach while creating a true omnichannel experience. These repetitive ads remain at the forefront of consumers' minds, build brand familiarity, and increase shoppers' confidence. And your brand can drive measurable conversions by adding a call-to-action to a landing page, QR code, promotions, or social scan codes.

DOOH has dramatically improved the biggest shopping event of the season. The buying journey is no longer a linear shopping experience. Buyers are now interacting at multiple touchpoints before purchasing, so it is opportune to prepare for in-store demand with digital out-of-home advertising. If you're ready to launch your DOOH campaign, our team of experts is prepared to help at no charge to you! Contact us at

Written By: Julia Cramer

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