How Programmatic DOOH can supercharge last-minute shopping

By Nkechi Agu, PR Senior Account Manager

As you can tell from the previous blog post, there’s a lot of Christmas chatter at Bluestripe HQ of late. The cobwebs have been taken down and Mariah Carey has officially defrosted. Some people may say it’s too early to talk Christmas (I am some people), but when it comes to media planning, it’s actually never too early. Q4 is in full swing, and with it comes a frenzy of shopping events in the lead-up to the Christmas rush: Singles’ Day, Black Friday, and Cyber Monday. The challenge for brands to capture consumer attention in normal times is hard enough, but during the crowded festive season, it’s even harder.

Agility is everything

This is where Programmatic Digital Out of Home (pDOOH) really comes into its own. Unlike traditional Out of Home campaigns, which are locked in weeks in advance, pDOOH allows brands to be agile, dynamic, and responsive, which is precisely what you need when consumer behaviour can shift overnight. Flash sales, trending products or even the weather can all influence what people want to see and when. With pDOOH, your messaging can change in real time to meet them right in the moment.

Catch shoppers where they are

One of the biggest advantages is location-based targeting. Imagine a shopper scrolling for gifts on their phone and walking past a high street store, a well-placed pDOOH screen can serve a timely offer or reminder, nudging them from online browsing straight into the store. Pair that with dynamic creatives, such as countdown timers, limited-stock alerts, or instant deals, and you’ve got the perfect recipe for capturing attention during peak shopping moments.

Integration and measurement

While powerful on its own, pDOOH hits even harder when paired with social, email or programmatic campaigns for a truly seamless shopper experience. The best part is that, unlike many other channels, pDOOH campaigns are measurable. Brands can see impressions, engagement, and even footfall impact, allowing them to optimise in real time rather than waiting until the New Year to analyse performance.

Make Q4 count

So even if you are feeling a little “it’s too early for Christmas,” there’s still plenty of opportunity to make Q4 count. Programmatic DOOH allows brands to be nimble, relevant and measurable at the busiest, most competitive time of the year, perfect for last-minute shopping campaigns that need to stand out. For brands willing to embrace it, pDOOH isn’t just another festive add-on; it’s a chance to supercharge results when it matters most.