As the Clocks Go Back:

As of writing, the clocks are just about to go back, marking the shift into darker evenings and longer nights.

By the time you read this, we’re likely already there
Unless you're one of our avid readers and news page refreshers - we love you.

When the clocks go back an hour (on the 27th of October), it brings with it those longer (and colder) nights and shorter days. It doesn’t just mean an extra hour of sleep.

For brands, this seasonal change presents a unique opportunity to leverage outdoor advertising in ways that resonate with audiences adjusting to the winter routine. The shift towards darker commutes is prime time for outdoor ads to illuminate, engage, and leave a lasting impression.

Here’s how brands can make the most of this seasonal shift—and why outdoor advertising is more relevant now than ever:

The Visibility Advantage

Illuminated Ads Shine Bright in the Dark

With daylight hours dwindling, many people are now commuting in the dark, creating a perfect setting for illuminated ads to stand out. Whether it’s digital billboards, backlit bus shelters, or well-lit lamp post banners, the added illumination catches the eye and keeps your brand top of mind in moments when natural light is scarce.

Investing in well-lit advertising spaces or digital signage during these months means your message shines even after the sun goes down. For many, the winter commute becomes their routine time for ad engagement, making it an essential strategy for brands looking to capture attention when it matters.

Seasonal Messaging

Tailoring Content for Winter Relevance

The beauty of outdoor advertising lies in its adaptability to real-world settings. Seasonal imagery and relevant messaging help connect your brand and the time of year, especially as people focus on holiday shopping and winter needs.

Brands can maximise impact with seasonal visuals and messaging that speaks to the winter mindset—festive offers and holiday gifting. Phrases like “Perfect for the Holidays” or “Winter Warm-Up Sale” resonate strongly in autumn and winter, helping create urgency and connection.

Timing and Location

Reaching People at Peak Engagement

As daylight fades, traffic around shopping centres, train and bus stations, and city centres only increases, but not only increases, it also gets slower—damn you, traffic, particularly with the onset of holiday events, end-of-year work commitments, and family gatherings, meaning that they have more time to engage with your ad too. This peak in seasonal activity gives brands a valuable opportunity to engage audiences who are out and about, often on foot or waiting in well-travelled areas.

Positioning ads in high-traffic areas during the early morning and evening commute is a powerful way to ensure your message is seen by a wider audience, particularly when paired with strategic timing around these key daily transitions.

Flexibility with Digital Ads

Seasonal Adjustments on Demand

One of the best aspects of digital outdoor advertising is its flexibility. Brands can adjust and update their messaging in real time, allowing them to stay aligned with seasonal trends, promotional events, and immediate customer needs.

Imagine launching a November campaign that promotes a “Winter Warm-Up Sale” and seamlessly transitioning to a “Last-Minute Gift Ideas” theme in December. This adaptability makes digital outdoor ads a go-to for brands wanting to stay relevant throughout the season as winter transitions into the new year.

Why Now is the Perfect Time for Outdoor Advertising

Outdoor advertising thrives on visibility and strategic timing. As the clocks go back, brands have a unique opportunity to capture attention in the darker months, leveraging lighting, location, and seasonal relevance to make an impact. For companies ready to make their message shine, autumn and winter offer the perfect backdrop for powerful, memorable outdoor campaigns.

At The Ark Marketing & Media, we specialise in helping brands maximise their outdoor advertising strategy to reach audiences day and night all year round.

Let us guide you in making the most of every season with stand-out campaigns.