When the ad break ends, the Christmas story continues outside

It’s hard to believe we’re only 58 days away from Christmas. For me, the season always starts with the Christmas ads. 

John Lewis really set that in motion, turning what used to be just another TV spot into something people genuinely look forward to. It even has a name now, ‘the John Lewis effect’, because those ads changed how we see Christmas campaigns. Families gather to watch them, people debate which one wins and, for a brief moment, advertising becomes part of the cultural conversation.

While those TV moments still matter, Christmas really happens beyond the sofa. 

But, while those TV moments still matter, Christmas really happens beyond the sofa. 

Above: John Lewis's The Long Wait, the spot widely considered to have catapulted Christmas spots to the forefront of the public's consciousness. 

Why Christmas and OOH work well 

While TV ads do a brilliant job of sparking that initial festive excitement, one media channel alone can’t hold it right through to December. Out of home (OOH) keeps the feeling alive in the weeks that follow, becoming a familiar friend you notice a little more each time you pass by.

Once the TV ad has landed, the real action moves outside. People don’t stay on the sofa, waiting for the next big campaign, they're out shopping, visiting friends, grabbing a bite to eat or drink, or heading to festive events. You only need to step onto a busy high street to see how alive it all feels.

A compelling poster doesn't just build brand warmth, it can trigger an immediate online search or purchase, converting festive feeling into festive sales.

But it’s not just about what people buy in-store. Our Mobile Pound research shows 70% of online shopping now happens outside the home, when people are commuting, socialising or browsing in-store. That’s why OOH works so well at Christmas. It’s already part of the places people spend their time, right in the moments when choices are being made. A compelling poster doesn't just build brand warmth, it can trigger an immediate online search or purchase, converting festive feeling into festive sales.

Different streets, different stories 

What I love about OOH is how flexible it can be. With TV you get one beautiful ad that everyone sees in the same way. With OOH, the message can change depending on the product, mood, location or even the weather.

Take Tesco, for example. Its Christmas campaign last year used dynamic location and distance data to guide shoppers to their nearest store, refreshing weekly to match what people were looking for, from wine and beers in the run-up to Christmas to party food for New Year. The same thinking powered its Together This Ramadan campaign, where digital billboards in areas like Brent, Birmingham and Bradford showed empty plates during fasting hours that filled with food at sunset to mark Iftar. Two very different executions, but both show how OOH can flex to fit the time, place and community it speaks to.

Above: Tesco's OOH approach last Christmas used dynamic location and distance data to help shoppers, while digital billboards showed empty plates which then filled with food once fasting hours has passed. 

That flexibility really matters at Christmas. In some places, a message about luxury gifting will land, while in others people look for the best value. People are more likely to trust and act on something that feels close to home. A parent doing last-minute shopping doesn’t want abstract inspiration, they want to know what’s popular for kids their age in their city. The same goes for someone buying wine for a Christmas party. When it feels local, people notice. 

While TV creates the big moment we all share, OOH carries it into different regions and everyday moments.

While TV creates the big moment we all share, OOH carries it into different regions and everyday moments so it feels closer to people and that’s why the two work so well together. 

Beyond billboards - bringing Christmas to life

OOH today is so much more than a static poster. At Christmas especially, it can be playful. A countdown to the big day, dynamic creative that changes with the weather, even something you can smell or touch. These little touches keep the magic alive in a way that one TV ad on its own can’t.

M&S showed that beautifully with its interactive Christmas campaign. In shopping centres like Westfield and the Bullring, digital screens featured the M&S Christmas Fairy, who invited shoppers to wave their hand to make a festive feast appear on screen. The gesture was picked up by an in-screen camera, and people could scan a QR code for the chance to win a £250 voucher. It was simple, joyful and turned a quick shopping trip into something memorable.