Winning Hearts with PDOOH This Valentine’s Day

This Valentine’s Day, programmatic traders are chasing more than something sweet. Advertisers expect every impression to drive real-world impact, whether that be foot traffic or purchases, to maximize ROI. InMarket audiences, paired with Vistar Media’s DSP, power strategies designed to help brands find their next great customer. Keep reading to explore our best practices across key verticals like CPG, retail, and travel & tourism.  

🛍️ Segmentation Strategy: The “Planner” vs. The “Panic Buyer”

For Valentine’s Day, timing is everything. Break your audience strategy into two distinct phases: “Early Birds” (Feb 1–10) and “Panic Buyers” (Feb 11–14). In the early planning window, InMarket segments such as Luxury Hotel Loyalists and Jewelry & Watch Shoppers are ideal for reaching consumers in the research phase, where repeated exposure can influence consideration and intent. As the holiday approaches, shift tactics to capture last-minute demand. For the “Panic Buyers” (Feb 11–14), pivot to location-based targeting, specifically geofencing heavy commuter hubs and financial districts, and prioritize evening commute dayparts (4:00 PM – 7:00 PM), when urgency peaks. It’s the perfect moment to showcase travel packages, cruises, and getaway experiences front and center.

🚉 Inventory Selection: Point of Purchase & the Path to Romance

For a holiday this competitive, effective reach comes from showing up at multiple moments throughout the day. Messaging performs best when it aligns with how people move through their routines: commuting, shopping, dining, and running errands. By layering large-format roadside placements with high-dwell, place-based environments, brands can stay top of mind as consumers move closer to decision-making moments. According to InMarket’s 2026 Valentine’s Day InSights survey, nearly half of all Valentine’s Day purchasers plan to shop at Big-Box stores, so proximity to this type of retailer is important. This approach ensures consistent visibility, reinforces intent, and keeps brands present wherever audiences are—right up until they’re ready to act.

✨ Creative Urgency: Visualizing the “Save” 

Valentine’s creatives should solve an immediate problem. Design for the “three-second glance” featuring a hero product shot that communicates quality (e.g., a high-res macro image of red roses or a diamond pendant), filling 60% of the frame. Price transparency is a key conversion trigger. Displaying clear pricing, such as”$19.99/Dozen” or “Prix Fixe $75,” in large, high-contrast typography instantly reduces purchase friction. Most importantly, leverage dynamic creative capabilities to make the ad location-aware. Dynamically render messages such as “In Stock at Target: 2 Blocks Right” or “Reservation Open: 3 Minutes Away,” turning a generic “Happy Valentine’s Day” creative into a directional command for a stressed shopper.

📍 Proving Outcomes with Footfall Attribution 

Sequential messaging is critical for closing the loop on V-Day. Consider setting up a footfall attribution study with InMarket, specifically isolating the Feb 12–14 window, to demonstrate that users exposed to the dynamic “Nearest Store” creative were statistically more likely to physically enter the store on the big day than those who didn’t see it. This approach provides clear, measurable proof of how DOOH drives real-world results.

Reach out to your InMarket representative or contact us today to learn more.