Jeremy Yang.
Out-of-home (OOH) advertising isn't just about shouting messages at passers-by. It's about transforming cities into places where people actually want to be. Done right, OOH can bring creativity, energy and even a little magic to urban spaces. During the holiday season, it adds sparkle to urban spaces, bringing festive vibes, practical perks and even a little Christmas wonder to the streets.
Turning Cities into Holiday Movie Sets
Ever noticed how ads during the holidays feel a little extra? That’s by design. OOH campaigns decked out in twinkling lights, holiday colors, and animated snowflakes take dull streets and turn them into something straight out of a Hallmark movie.
Billboards turn into snowy village scenes, and projections channel all the holiday cheer. These aren’t just ads; they’re decorations that make cities feel alive with the spirit of Christmas. And when a piece of public art also sells Lego sets, it’s a win-win.
Making cities resilient–one ad at a time
Holiday chaos is real, but OOH advertising makes it just a little easier. Digital screens double as your city’s helper elves, showing real-time transit updates or event schedules alongside seasonal promotions. Waiting for a bus? In Bondi, ads might also tell you the air and sea temperature so you can plan your day at the beach.
During emergencies—because not all Christmases are snowy and serene—OOH advertising networks become vital lifelines for cities. These networks, strategically placed in high-visibility locations, shift seamlessly from their usual content to deliver critical updates. Whether it’s severe weather warnings, public safety instructions, or evacuation notices, OOH screens ensure that essential messages reach people when they need them most.
Helping Cities Stay Festive and Funded
Here's a gift you probably didn't know–OOH advertising gives back. OOH advertising often helps fund public services such as bus shelters, park benches and pedestrian bridges. During the holidays, when cities need extra sparkle and services are working overtime, this revenue is more important than ever.
Think about it—that festive billboard in your favorite town square? It probably paid for part of the Christmas carols next door. OOH ads don't just talk, they give back. According to the Outdoor Media Association, an estimated AU$1 in every AU$2 of OOH revenue is returned to the government and other landlords in the form of rent and taxes.
A Platform for Giving and Gathering
The holidays are about connection, and OOH nails that vibe. Businesses use billboards to shout out their seasonal deals and invite people to holiday markets or events like Christmas carols. It’s not just advertising—it’s an open invitation to get together and support the community.
Many campaigns even spotlight giving back. From charity drives to feel-good reminders to spread kindness, these ads inspire generosity. Some brands partner with nonprofits to make their campaigns a force for good. That burnt Christmas tree encouraging donations for bushfire victims? It’s delivering more than marketing. It’s delivering hope.
At the end of the day, OOH advertising isn't just about selling products—it's about making cities better places to live and a little more magical during the holidays. So next time you’re rushing to buy gifts and catch the last train home, look around. That billboard or mural might just remind you to slow down and enjoy the season.
Jeremy Yang, co-CEO, Veridooh