From Black Week at the end of November until Christmas, the city is full of people out shopping. It is also the period when being seen online costs the most, because everyone advertises at the same time. Outdoor is one of the few media where your space is yours alone for the whole period.
Here is how to plan.
Book early
The best sites are often booked 6–12 weeks ahead, and in Q4 they go faster than the rest of the year. If you want to be up for Black Week in weeks 47 and 48, the site should be in place in September or October.
Print-ready artwork must reach us at least 10 working days before the start, so settle the design before the campaign in the other channels is finished.
Be there before customers decide
Many people decide where to shop in the days before Black Week. A large site in the city in the week before builds awareness, so your brand is the one people search for when the offers go live.
Outdoor often comes before the search. That is exactly what you need in a period when digital competition is at its fiercest. Read more in outdoor in the media mix.
Choose the format for the campaign's rhythm
A big scaffolding site for the impact. For Black Week or a launch, a large scaffolding space gives a message no one misses. Our flagship at Poul Henningsens Plads is 250 m², passed by 84,322 people a day and available from week 47.
A facade for the whole period. If you need to be visible from November to Christmas, a facade builds awareness week after week.
A digital screen when the message changes. Black Friday offers, Christmas opening hours and last-chance days are three different messages. On a digital screen you can switch during the campaign without new print.
Keep the message simple
Q4 ads easily drown each other out. One big image, few words and your logo work better than a list of offers. Do not print percentages that may change. Write what people should remember: who you are and where to find you.
Measure the campaign
Track searches for your brand, traffic to your website and visits to shops near the site, and compare with a period without the campaign. See how to measure your OOH campaign.
A Q4 checklist
- Book the site in September or October.
- Choose the format for one big impact or for visibility through the whole period.
- Deliver artwork at least 10 working days before the start.
- Coordinate with your digital campaigns, so the same image runs everywhere.
- Agree on measurement before the campaign starts.
Want a proposal for Q4? Write or call, and you will get a quote within 24 hours on weekdays.
