How programmatic digital out-of-home can help capture the attention of Chinese travellers

Chinese travellers are back on the move and bringing with them a growing demand for cultural experiences, wellness retreats, and adventure holidays. According to a recent travel survey, 73% of travellers are booking last minute trips. For travel and tourism brands, this resurgence presents an incredible opportunity to engage audiences throughout their journeys. But standing out in such a competitive space with various consumer preferences requires a carefully thought-out approach. Programmatic digital out-of-home (pDOOH) offers a powerful way to connect with travellers at the perfect moment, delivering timely and relevant messages across high-traffic locations. Activating campaigns in China might seem challenging, but with the right strategy and support, it is easier than you think.

With today’s platforms, it is simpler than ever before to customise messaging, monitor performance, and optimise on the go, giving brands full control over their campaigns. By accessing premium inventory across airports, hotels, transit hubs, and retail environments, travel brands can ensure that they reach the right audience at the right time. Whether your goal is to boost bookings or increase brand awareness, pDOOH ensures your message resonates with the right audience, in the right place, at the right moment.

A common misconception about DOOH is that it is expensive. However, pDOOH offers more flexibility and value than you realise. Instead of locking into long-term placements, brands can stay flexible, booking times and locations to reach the most relevant audiences. In a diverse market like China, this adaptability is essential. With precise targeting, ads can be placed in key locations such as airports, transit hubs, shopping malls, and hotels, making sure your message connects with travellers at the right time and place — without unnecessary spending.

A key concern for many brands is how to measure the success of DOOH campaigns. Traditional out-of-home advertising relied heavily on Proof of Delivery (POD), which confirmed that the ads ran but provided little insight beyond that. Today’s pDOOH campaigns offer real-time reporting on impressions and audience engagement, giving brands a clearer understanding of their performance. Mid-campaign adjustments can be made based on these insights, ensuring the best possible outcomes. Besides being a great way to engage customers in China, including QR codes in your ads creates a seamless connection between screens and smartphones, encouraging travellers to explore offers, redeem promotions, or book experiences with a simple scan.

Bringing cultural relevance and connecting with travellers at the right moment

China’s market nods heavily to cultural relevance and moments. Travellers expect ads that align with their interests and reflect local customs, which is why it is essential to use localised messaging and visuals. pDOOH allows you to run campaigns tailored to major holidays like Chinese New Year or Golden Week, with messaging focused on family reunions, limited-time travel deals, or luxury escapes. Placing these ads in high-footfall locations such as airports, train stations, and lifestyle centres ensures that your message reaches travellers at the most appropriate place and time, inspiring trip planning and bookings at the exact moment audiences are ready to act.

Seasonality plays a significant role in travel behaviour, with holidays like Dragon Boat Festival driving spikes in both domestic and international travel. pDOOH allows you to capitalise on these busy periods, promoting early-bird discounts, co-branded campaigns with airlines, or last-minute deals.

One of the greatest strengths of pDOOH is its ability to scale effortlessly. Campaigns that start with airport ads in Shanghai, through pDOOH can quickly be run across multiple geographic regions, creating a  unified, seamless experience from departure to destination. With access to an extensive network of digital screens across the globe, pDOOH ensures your brand stays with travellers every step of the way, reinforcing your message throughout their journey.

Executing successful programmatic DOOH campaigns in markets like China requires extensive reach and flexible, tailored messaging that resonates with diverse audiences. Leveraging local expertise and a platform that delivers precise, contextually relevant messages ensures brands can effectively engage the right people at the right time for maximum impact. When selecting a partner to execute your programmatic DOOH campaign, it is crucial to choose one that offers local expertise and on-the-ground support to ensure your messaging resonates and drives meaningful impact with your target audience.

For more detailed insights and practical tips on how to make the most of pDOOH in China, explore Vistar Media’s guide to DOOH activation in China and learn how to create campaigns that make an impact across this dynamic market.+