To address more than just a "Holler, hey how are you?" also can be used as another way to grab the attention of a mass audience. Instead of saying, "Hey everyone!" use it as a massive holler... Kind of how States are considered a "nation" whenever its being addressed... "Holleration" can be considered as a wide spread.... Holler.
Holleration! I just wanted to let everyone know... " or when a friend goes, "Holler, " You say, "Holleration!" Oh whats even a good one is... when your friend is going hay wire at meeting new guys at the bar say, "Girl, what is this? You're having a massive holleration.