How Seasonal Campaigns Can Benefit from Dynamic Content in Digital Out-of-Home Advertising

How Seasonal Campaigns Can Benefit from Dynamic Content in Digital Out-of-Home Advertising

Seasonal campaigns offer brands a unique chance to connect with consumers during key periods, whether it’s fall promotions, Halloween, Thanksgiving, or holiday shopping. The challenge is that consumer attention shifts quickly, and static ads often fail to adapt to changing conditions.

Dynamic content in Digital Out-of-Home (DOOH) advertising solves this problem. By using real-time triggers—such as weather, time of day, local events, or audience behavior—brands can update their messaging instantly, keeping it relevant and engaging. Dynamic DOOH allows for flexible storytelling, personalized messaging, and data-driven optimization, ensuring that campaigns remain impactful throughout the season.

With dynamic campaigns, brands can:

• React to seasonal trends or unexpected events in real time.

• Rotate creatives to maintain freshness and prevent audience fatigue.

• Tailor messaging to specific locations, events, or audience segments.

• Track performance and optimize campaigns for maximum ROI.

Understanding Dynamic Content in DOOH

Dynamic content refers to digital advertisements that can change automatically based on real-time inputs. Examples of triggers include:

• Weather conditions (rain, cold, sunny)

• Time of day or week

• Local events, holidays, or festivals

• Audience demographics or foot traffic

• Inventory or product availability

This adaptability ensures that messaging aligns with the context in which audiences see it, making seasonal campaigns more relevant and effective.

Benefits of Dynamic Content for Seasonal Campaigns

Enhanced Relevance

Dynamic content allows brands to match ads to the current environment, such as promoting warm beverages during cold weather or fall apparel during October.

Higher Engagement and Recall

Research shows that dynamic DOOH campaigns increase ad recall by 70–80% compared to static displays (OAAA, 2024). Relevant, timely content captures attention more effectively and encourages interaction.

Improved ROI

Real-time optimization ensures ad spend is used efficiently. Retailers using dynamic DOOH have seen up to a 72% increase in store visits compared to traditional campaigns.

Agility in Campaign Execution

Unexpected events—like a local festival, sudden weather change, or trending news—can be incorporated immediately, keeping campaigns effective.

Storytelling and Variation

Seasonal campaigns often run for several weeks. Dynamic content allows brands to rotate creatives, avoiding audience fatigue and maintaining interest as the season progresses.

Real-World Examples

McDonald’s: Used weather-triggered DOOH to promote hot beverages during cold days, increasing foot traffic to stores.

Nike: Programmatic DOOH campaigns dynamically adjusted messaging during sports events to drive engagement.

Starbucks: Leveraged time-of-day and weather triggers to promote seasonal drinks, increasing relevance and interaction.

Challenges and Considerations

Data Integration: Reliable real-time data is essential to trigger content accurately.

Creative Development: Modular assets are needed to adapt quickly without losing brand consistency.

Measurement & Attribution: Foot traffic, engagement, and sales impact must be tracked to evaluate campaign effectiveness.

Best Practices for Seasonal Campaigns

• Pre-plan seasonal triggers such as holidays, events, and weather patterns.

• Use rule-based scheduling to rotate creatives by daypart, week, or trigger.

• Geo-target messaging for specific locations or audience segments.

• Leverage real-time data feeds for instant content updates.

• Monitor performance continuously and optimize campaigns based on insights.

Conclusion

Dynamic content in DOOH gives brands the flexibility to deliver timely, relevant, and engaging messages during seasonal campaigns. It enhances relevance, boosts engagement, improves ROI, and allows for storytelling that adapts to changing conditions.

For advertisers looking to maximize their impact, Dolphin Digital OOH Media offers an extensive network of indoor screens placed in high-traffic venues, allowing seasonal campaigns to reach the right audience at the right moment. By leveraging dynamic content through Dolphin’s platform, brands can create campaigns that are not only visible but also meaningful and effective.

References

Outdoor Advertising Association of America (OAAA). (2024). Digital Out-of-Home Advertising Insights. Retrieved from https://oaaa.org

Digital Out-of-Home Advertising Coalition. (2023). Dynamic DOOH Campaign Effectiveness in the U.S. Retrieved from https://www.doohcoalition.org

Viant Inc. (2025). Top DOOH Advertising Strategies for 2025. Retrieved from https://www.viantinc.com/insights/blog/dooh-strategies-2025/

StackAdapt. (2024). Benefits of Digital Out-of-Home Advertising in the U.S. Retrieved from https://www.stackadapt.com/resources/blog/benefits-of-digital-out-of-home-advertising

Screenverse Media. (2025). Personalizing DOOH Ads with Dynamic Creatives. Retrieved from https://www.screenversemedia.com/post/real-time-relevance-personalizing-dooh-ads-with-dynamic-creatives