Unwrapping Holiday Success with OOH and Creator Marketing

Published: September 6, 2023

The latest report from Collective Advertising, 2023 Creator Survey, found that influencer marketing and brands are joining forces to connect with audiences during the holiday season! 

Let's delve into the key discoveries and explore compelling reasons why digital out-of-home (DOOH) advertising and content creators could further elevate brands’ holiday advertising strategy!

Shoppers, Influencers, and Brands Are Holiday Planning Early

In 2022, 56% of consumers began their holiday shopping in October, and 44% started shopping in November.

Creators, who play a pivotal role in influencing consumer choices, have adopted a proactive approach to their content strategy:

  • 27% started planning in the first half of the year
  • 21% started planning in August
  • 30% started planning in September 
  • 18% started planning in October  

Marketers are tuning into these shifting patterns, with ​​71% kick-starting their holiday campaign planning between July and September.

Influencers Raking in the Festive Bucks

The festive holiday season proves to be a lucrative period for a majority of creators, with 57% generating a quarter of their yearly earnings from holiday-themed content and brand collaborations. And nearly 30% earn almost half of their total annual revenue during the holiday season! 

Users turn to creators for shopping inspiration, with 69% of shoppers between 25-34 using creators as inspo for holiday gifting!


Creators' Concerns and Marketers' Plan

Economic uncertainty remains top-of-mind for most creators: 

  • 65% believe this will negatively impact their holiday campaigns 
  • 54% worry brands will limit their marketing spending 

Contrastingly, a burst of optimism emanates from the marketing arena, with 75% of marketers planning to increase their holiday marketing budget compared to last year. 

With the rapidly changing social landscape:  

  • 59% of marketers plan to test TikTok and Reels 
  • 36% of marketers plan to test live shopping

Unlocking Holiday Success with DOOH + Content Creators!

As uncertainty looms for creators, marketers are looking for innovation and adaptation this holiday season.

Digital out-of-home advertising (DOOH) emerges as a potent strategy to enhance brands’ social media holiday campaigns. In fact, when combined with social media, DOOH boosts campaign effectiveness by 23%. This combination becomes even better when driving foot traffic to physical stores, yielding an average increase of 68%.

When you seamlessly integrate creators favored by your target audience into these branded campaigns, you guarantee heightened purchase intent during the holiday season! 

Evidently - the sight of a familiar face sparks excitement, 40% of adults expressing a higher inclination to repost an OOH ad when it features a familiar influencer, creator, or celebrity.

So, how can brands harness the power of DOOH and creator marketing? 

Adomni is leading the charge in OOH creator marketing. Through strategic partnerships with Influential and TikTok, Adomni is reshaping how brands connect with creators and extend their influence into the physical world. These partnerships expand the scope of creators' impact, transcending the boundaries of social media platforms.

Within Adomni, brands can forge direct links between creators and their audiences. OOH empowers influencers and creators to seize the attention of passersby in their daily journeys, ensuring their messages carve enduring impressions throughout the holiday season! 


It’s no surprise brands are utilizing content creators to gear up for their most lucrative time of the year—the holiday season! With the festive period rapidly drawing near, brands have an opportunity to supercharge their creator campaigns and catalyze purchase intent through the integration of DOOH! If you are ready to elevate your holiday campaign, contact us at concierge@adomni.com

Written By: Julia Cramer

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