Using OOH to Boost Digital Campaign Results

Outdoor and digital marketing aren’t enemies — they’re not even rivals! When you make your OOH work with your digitals you create a marketing multiplier effect that boosts performance across all your channels. You’ve just got to understand how outdoor advertising primes audiences for digital engagement.
OOH Dramatically Boosts Digital Metrics

Outdoor advertising creates immediate improvements in your digital marketing performance. Branded search volumes usually increase 15 to 25 in markets with active outdoor campaigns. More people actively look for your brand after seeing your outdoor ads.

But it’s not just branded searches — click-through rates improve by 20 to 35 percent when supported by outdoor campaigns. Someone who sees your outdoor ads are more likely to click on your digitals. They've already been exposed to your brand and message — familiarity reduces friction in digital engagement.

Ad recall for digital campaigns increases significantly when combined with outdoor advertising. Studies show people remember your digital ads 40 to 60 percent better if they’ve also seen your outdoor ads. This improved recall translates into better brand recognition and conversion rates.

Social media engagement gets a boost from outdoor campaigns. Hashtags, mentions, and user-generated content increase when outdoor advertising creates buzz around your brand.

Top-of-Funnel Driver for Digital Success

Outdoor advertising excels as a top-of-funnel driver that feeds your digital marketing ecosystem. It creates awareness among people who might never have discovered your brand through digital channels alone. This expanded awareness pool gives your paid search, social media, and display advertising campaigns a larger audience.

Paid search campaigns perform better when supported by outdoor advertising because more people are searching for your brand terms. Your organic search rankings can also improve as increased search volume signals relevance to search engines.

Retargeting campaigns become more effective because outdoor advertising expands your pool of potential customers. People who’ve seen your outdoor ads visit your website and can be retargeted with digital ads. You get multiple touchpoints to boost conversion chances.