How to Prepare Your Outdoor Advertising Campaign for El Buen Fin 2025

Key dates: El Buen Fin 2025 will be held from November 13 to 17. This high-spending window kicks off early holiday shopping and drives massive traffic across shopping zones and major city corridors.

Sources: Bloomberg Línea, El Economista.

Why Outdoor Advertising Matters During El Buen Fin

• Mass visibility right at the point of decision — shoppers heading to stores and malls.
• Dynamic DOOH lets you update creative hourly or by audience flow.
• Brand dominance: billboards remain top-of-mind drivers and urban anchors for awareness.

Reference: Merca 2.0.

Practical Checklist for Your OOH Campaign

1. Goal: sales, store traffic, leads, or brand recall.
2. Formats: billboards along main roads, DOOH near shopping centers, and street furniture in high-traffic areas.
3. Location: retail corridors, airports, and 1–3 km store radius zones.
4. Timing: book 3–4 weeks in advance; use DOOH for last-minute offers.
5. Creative: clear discounts, urgency, QR / UTM / coupon / CTA for measurement.
6. Measurement: weekly impressions, QR scans, website traffic, coupon redemptions, and attributed sales.

Common Pitfalls and How to Avoid Them

• Late planning → define KPIs early and lock prime inventory ahead of time.
• Generic messages → localize by zone or time; use DOOH for contextual relevance.
• No measurement → implement UTM / QR / coupon tracking and dashboards for attribution.
• Unprepared stock → align logistics and fulfillment with campaign peaks.

Reference: InformaBTL.

Connect Outdoor + Digital: The Omnichannel Advantage

Consumers in 2025 navigate both the physical and digital worlds. A true omnichannel approach means connecting OOH exposure with social ads, search, and CRM touchpoints — using unique codes per city to track conversions and optimize media investment.

Reference: ANTAD / AMVO.

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