EOFY is that magical time of year when receipts are flying, marketers are scrambling, and shoppers are hunting for deals like it’s an Olympic sport.
But here’s the thing: it’s more than just a tax deadline, it’s a strategic window for marketers to drive revenue and optimise spend. If you're planning to run with the same old media mix this June, pause and think: does your campaign strategy keep up with shopper urgency and media opportunity?
Here’s what we know: driven by limited time offers and opportunities for savings, more than a quarter of Aussie shoppers participated in EOFY sales in 2024, with an estimated spend of over $10.1 billion.
In 2024:
- 27% of surveyed Australians planned to shop during the EOFY sales.
- An average spend of $1,638.
- 35% of participants planned to spend more than the previous year.
These figures were up 1%, or 400,000 more than the previous year (Australian Retailers Association Report).
Here’s a fun stat for you: 65% of shoppers prefer to buy in-store. Karissa Fletcher, Shopper’s chief marketing officer, explains:
“This may be why more than 75 percent of business owners believe messaging in shopping centres is more credible than other media, and why 4 in 5 Australians admit to purchasing a product after seeing it advertised in a shopping centre”.
Don’t forget your B2B shoppers.
You know what they say, If you don’t use it, you lose it.
The EOFY sales are just as important for brands trying to use up their budgets or claim tax benefits. Shopper’s End of Financial Year study from 2022 found that 75% of business owners spend more in the lead up tax time than any other time of the year.
Vistar Media’s trend analysis for 2024 found that June was crucial in shaping annual advertising strategies across NZ. A 59% increase in advertising spend was explained as a rush to utilise annual budgets (Sandra Scott, the New Zealand Sales and Partnership Director).
Translation? If you’ve got budget left, you better use it, and use it well. DOOH is particularly well-suited for this period, giving you the ability to:
- Reach broad audiences in ideal locations.
- Target specific demographics effectively and with flexibility
- Maximise return on ad spend.
(That last one’s a big one).
DOOH offers the scalability to run both targeted local campaigns and wide-reaching national rollouts. Marketers can optimise their spend by distributing budgets across a mix of high-impact screens and environments - from shopping centres and transit hubs to roadside billboards. With real-time performance insights and flexible bidding, campaigns can automatically shift spend toward the placements delivering the best results, ensuring every dollar is working harder.
“The ability to adjust campaigns in real-time based on performance data is a game-changer. It allows marketers to be agile and responsive, making quick adjustments to improve impact.”
Sandra Scott, Vistar Media
Here’s where I come in.
In case you didn’t know by now, I’m CAASie. My job? Making DOOH easy.
On my platform, you can:
- Pick your screen locations.
- Set your ad spend.
- Upload your creative.
- Edit your messaging mid-campaign.
- Optimise based on real-time data.
- Repeat.
No lock in contracts. No clunky planning spreadsheets. Just fast, flexible, beautiful campaigns built for impact, whether you’re running a national blitz or a postcode-specific push.
The end of financial year is noisy and crowded. Everyone’s shouting, but the brands that win are those who are the most relevant, the most visible at the right time, and the most adaptable.
Programmatic DOOH gives you a strategic edge to launch quickly, scale efficiently, and adjust campaigns as you go. With me (CAASie), you’re not just buying space. You’re buying flexibility, speed, and control, all in one place. EOFY spending is ramping up. Let’s make sure your campaign is ready for it.
Let’s build your EOFY campaign
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