How Outdoor Ads Fit With Digital Campaigns

Here's a mistake I see all the time — marketers treating outdoor advertising and digital marketing like they're competing against each other. Let’s get this straight — they’re not in competition. Use both well and you get better digital campaigns, better brand awareness, and more effective marketing.

Treat them right and you’ll reap the rewards — the results can be incredible.

OOH Boosts Your Digital Performance

Outdoor advertising acts like rocket fuel for your digital campaigns. When people see your billboard or subway ad, they don't just remember your brand — they actively search for you online. Studies show that outdoor advertising drives a massive 54% boost in search performance for other channels.

Here's what happens: someone sees your billboard during their morning commute, then later that day they're scrolling through social media and see your Facebook ad. That second exposure hits different because they've already seen you in the real world. Your click-through rates go up, your cost-per-click goes down, and your conversion rates improve.

Branded search volume is where you really see the impact. Outdoor campaigns typically increase branded searches significantly — when people see your OOH ads, they go online and search for you directly. That's valuable traffic because these people are already interested — they're not just browsing, they're actively looking for you.

Credibility’s a huge part of this — when people see your brand on a billboard, it makes them think you’re established and trustworthy. When they see your digital ads, that makes them more likely to engage. You’ve already built that foundation of trust.

It Enhances Every Other Marketing Channel

Outdoor advertising doesn't just boost digital performance — it makes your entire marketing mix work harder. Your influencer campaigns become more effective because people have already seen your brand in public spaces. Your email campaigns get better open rates because recipients recognize your brand from that billboard they passed yesterday.

Outdoor advertising integration works wonders with social media campaigns. You can create a bridge between physical and digital simply by putting a hashtag on your billboard or transit ads. When people see your hashtag on an ad and head to Instagram or TikTok, that’s great — you’ve got genuine user-created content that amplifies your reach.