With nearly 2 billion people celebrating worldwide, the Lunar New Year sparks a surge in travel, gifting, food, and fashion (Source: Microsoft Advertising, 2025). In Singapore, 78% of consumers plan to celebrate locally (Source: SME Horizon). Across Southeast Asia, mall footfall jumps 40–60%, grocery visits rise 35%, and transit dwell times increase by 25% during the festive period (Source: Brandinginasia).
This wave of real-world movement makes DOOH the most powerful way for brands to stay visible, relevant, and emotionally connected.Â
Why DOOH Deserves a Spot in Your Lunar New Year Plan
Programmatic DOOH gives brands the agility to move with people. It transforms outdoor media into a live, data-led channel that adapts in real time.
Festive shopping builds momentum in phases:
- 4–6 weeks before: Audiences browse and compare products online.
- 2–3 weeks before: Mall visits rise by up to 60%.
- Final week: Travel and gifting peak, driving record outdoor impressions (Source: Branding in Asia, 2024).
Smart DOOH Strategies for the Festive Rush
As spending peaks across Asia, consumer movement becomes more dynamic. Smart DOOH helps brands stay visible through every phase of this journey.
Creative-Led:
- Festive Offers That Engage –
Use high-traffic locations to showcase evolving messages, from early deals to limited-time offers, keeping visuals fresh and relevant. - Beyond Basic Visuals –
Make products stand out with 3D or anamorphic creatives, or extend storytelling across twin screens for maximum impact. - Interactive Screens –
Blend placements with QR activations or social tie-ins to turn static screens into engaging, interactive brand experiences.
Data-Led:
- Sync to the Time of the day/week –
Align screens with daily routines: morning commutes, afternoon shopping, evening travel, using insights on when audiences are most active. - Real-Time Sync –
Sync creatives with live data such as weather, traffic, or events to deliver immediate, relevant messaging.
Media-Led:
- Contextual Placement –
Place screens in high-intent zones like malls, airports, retail corridors, and expressways to connect audiences to messages repeatedly and meaningfully.
Extend your communication with Retargeting:
The impact of DOOH doesn’t end outdoors. When paired with Connected TV (CTV) and mobile retargeting, brands can build a seamless storytelling journey across screens.
Here’s how it works:
- DOOH builds mass awareness in high-footfall zones.Â
- CTV retargets the audience, boosting recall in premium, lean-back environments.Â
- Mobile drives the final conversion with personalized offers and geo-targeted actions.
Cross-screen strategies like this deliver 25–40% higher conversion rates than single-channel campaigns (Source: EY- Shape the Future, 2024). Lunar New Year is a time of movement, emotion, and connection. The media you choose should reflect that spirit. With Lemma‘s programmatic precision, brands can capture festive attention early through DOOH and extend it across CTV and mobile to drive real results.
