OOH Advertising Strategies for Luxury Brands: Standing Out This Holiday Season

The Holiday Rush for Attention

Every holiday season, luxury brands know it’s their biggest moment to shine. But it’s also a tough race for attention. Consumers are bombarded with ads, from their phones and TVs to every touchpoint. With so many brands shouting to be noticed, even the biggest names can sometimes get lost in the crowd. That’s where Out-of-Home (OOH) advertising comes in. These are the bold billboards and bright digital screens in prime locations that just can’t be ignored or scrolled past. OOH quietly works behind the scenes, giving brands huge visibility and prestige during the busiest shopping season of the year. 

Why OOH is Perfect for Luxury Brands

Luxury is about making a big, lasting impression. OOH is a fantastic fit because it delivers on scale and impact exactly where shoppers experience the world. Imagine a glowing digital billboard in a high-end shopping district or an elegant display welcoming travelers at an international airport. These ads don’t just inform, they create moments that build the aura and aspiration luxury brands want.

• Visual storytelling leads the way, helping brands connect with people when they are at their most receptive, whether browsing the city streets, traveling, or attending special events
• OOH stands out from the crowded digital space by owning premium, context-rich environments that spark desire ,brand recall and projects the brand at a larger than life size.
• Cutting-edge tools like Augmented Reality (AR) in OOH have boosted engagement rates by 300%, creating real connections rather than just eyeballs.

There’s something unmistakably special about seeing a luxury watch or fashion brand ad in the real world, right where you’re already dreaming of a purchase.

From Awareness to Action: How OOH Drives Shoppers

Today’s consumers don’t just glance at an ad, they interact. They might see a bold OOH display on their commute or while traveling and then instantly look up the brand online or share the ad on social media. In 2025, studies found that OOH lifts brand awareness by an average of 13.3% in the US, outperforming digital and TV ads.

• When ads are close to store locations, pop-up events, or luxury malls, both online searches and foot traffic jump noticeably.
• Nearly 90% of consumers who see a luxury OOH ad take an action, whether that’s visiting a website, following the brand on social media, or buying a product.
• Location-targeted OOH helps brands place their biggest messages, like new collection launches or seasonal festivals, exactly where shoppers are ready to browse and buy.

Source: Lancome x MW

Smarter Luxury Marketing with Programmatic OOH

Today’s OOH is much smarter than large posters on the street. Programmatic OOH lets brands change their ads in real time based on data like location, weather, or local events. A luxury brand can switch between a daytime message and a nighttime offer or highlight limited-time experiences based on who’s nearby. Dynamic creative tools let campaigns stay fresh and in sync with online advertising, creating seamless brand stories.

USA: Major Markets, Major Impact

Out-of-home (OOH) advertising in the United States reached a major milestone, surpassing $9 billion in spending for the first time, according to a report by the Out of Home Advertising Association of America (OAAA). This growth, fueled by digital innovations, highlights the continued strength of OOH in connecting with diverse audiences across major markets.

According to MassCom Global, nearly 70% of American consumers purchase luxury products at least once a year, with about one in three spending over $1,000 per transaction. While online shopping steadily grows, a strong preference remains among luxury buyers for in-store experiences when investing in high-end items. Holiday campaigns see 25% to 35% higher engagement compared to other times, and since luxury buyers typically interact with a brand multiple times before purchase, blending OOH with digital advertising effectively supports the buying journey.

Australia and China: OOH in Action

Shifting focus to Australia, the holiday season coincides with summer, making outdoor ads particularly effective. Australians spent over $166 billion during the holidays, and OOH campaigns increased brand impact by 2.6% . Brands target busy travel and shopping areas, especially when other ad spaces quiet down.

Similarly in China, Out-of-Home (OOH) advertising activity surges during major travel holidays like Golden Week, when vast numbers of travelers move through airports, train stations, and shopping districts. According to the Ministry of Culture and Tourism of China, the 8-day Spring Festival holiday in 2025 saw a record-high 501 million domestic passenger trips. This unprecedented travel volume offers luxury brands an extraordinary opportunity to reach millions of affluent consumers at their peak spending moments.

Real-World Success: Luxury Campaigns Powered by Moving Walls

Two standout examples show how luxury brands use Moving Walls’ data-driven OOH solutions to connect meaningfully with audiences.

Calvin Klein’s Vietnam DOOH Campaign

Calvin Klein teamed up with Moving Walls for a 27-day dynamic campaign across 230 screens in 39 locations in Hanoi, Ho Chi Minh City, and Khanh Hoa. Focused on high-traffic lifestyle and fitness hubs like CITIGYM and California Fitness, the campaign delivered over 1.56 million impressions and reached more than 363,000 people. Mornings between 6–8am emerged as peak times, reflecting gym visits and active commutes. By analyzing real-time data, the campaign targeted urban males aged 35-44, the core demographic, maximizing presence and engagement in Vietnam’s bustling urban centers.

Source: Calvin Klein x MW DOOH campaign

YSL’s Launch in Kuala Lumpur

YSL used precision DOOH targeting through Moving Walls’ platform to launch its flagship Libre perfume in Kuala Lumpur’s busiest locations. By carefully selecting a high-traffic screen in the city center and optimizing delivery during prime hours (4–5 pm on Fridays and Sundays), YSL captured the attention of its key female audience, who represented over half (51.2%) of the ad views. This boosted both brand awareness and foot traffic to stores, leading to a successful, buzz-generating perfume launch.

The campaign stands as a great example of how luxury brands can effectively use DOOH to captivate and convert local audiences with pinpoint timing and location relevance.

Source: YSL x MW campaign 

Staying Top-of-Mind Beyond the Holidays

Holiday ads make a splash, but OOH’s real magic is in the long-term impact. While digital ads vanish with a click, OOH sticks around in key locations for weeks or months, keeping luxury brands in people’s minds well past the rush.

In 2025, nearly 80% of American adults saw outdoor ads weekly, and two-thirds said their buying decisions were influenced by OOH. This constant presence, whether in malls, airports, or city streets, builds trust and keeps loyalty strong in markets worldwide.

Making OOH a Core Part of Your Luxury Marketing Playbook

The evidence is clear: OOH today isn’t just for building brand awareness. It drives performance, helping luxury brands reach exactly the right people, at the perfect time, where it matters most. Everyone from emerging designers to established powerhouses benefits from weaving OOH into their marketing early.

Ready to take your holiday campaigns further? With smart, data-driven OOH solutions  from Moving Walls you can plan, personalize, and measure every touchpoint; helping your luxury brand stand out this season and keep shining long after.