At Priority Outdoor, a very regular conversation during enquiries revolves around the subject of diminishing returns on digital channel ad spend. Companies looking for ways to enhance their digital activity but feel like they are almost hitting a plateau in terms of efficiency. By adding OOH to your digital activity, you can tap into those business effect multipliers.

In today’s fast-paced digital world, staying ahead of the competition requires a strategic and versatile advertising approach. In this short article, we’ll explore the immense benefits of combining out-of-home (OOH) advertising with online advertising channels such as social media and pay-per-click (PPC). By leveraging the strengths of both mediums, businesses can unlock a world of opportunities to expand their reach, enhance brand visibility, and create impactful campaigns. By merging the physical and digital realms, businesses can create a comprehensive and impactful presence that resonates with consumers on multiple levels.

Let’s dive in and discover how you can take your advertising strategy to new heights.

According to a report conducted by the Canadian Out of Home Marketing and Management Bureau, OOH specifically increases the effectiveness of digital channels by up to 31 % for online advertising, 56 % for paid-social, and 80 % for search. Other prompted actions after watching OOH advertising include utilizing a search engine to look for anything advertised in an OOH ad, visiting or discussing it on social media, or other similar acts.

Online advertising offers precision targeting and interactive elements whereas OOH advertising provides a unique tangible experience. Billboards, bus shelters, and other physical formats offer a larger canvas to convey your brand’s message creatively. By combining visually captivating visuals and compelling messaging in these physical spaces, you create a memorable impact on consumers. This integration allows your brand to tell a story that transcends the digital realm and leaves a lasting impression on your target audience.

In today’s mobile-dominated world, people are constantly connected to online content, even while on the move. Integrating out-of-home and online advertising allows you to tap into this behaviour and drive cross-channel engagement. By strategically placing OOH ads near physical locations or incorporating interactive elements and digital calls to action, you seamlessly bridge the gap between offline and online experiences. This integration encourages real-time engagement, leading to increased website traffic, social media interactions, and ultimately, higher conversion rates.

In terms of tracking a campaign’s impact, measuring the impact of OOH advertising has historically been a challenge. However, advancements in technology have made it easier to track and measure the effectiveness of integrated campaigns. By leveraging data-driven insights and geolocation tracking, businesses can gain valuable metrics on how OOH efforts impact online consumer behaviour. This enhanced measurement capability allows for more accurate attribution analysis, enabling you to refine your marketing strategies and optimize your advertising budget for maximum impact. Tracking can also be implemented through the OOH copy content via QR codes or a pointer to a microsite or designated landing page that can be solely attributed to the OOH element of the campaign.

Contact us today to learn more about how OOH can empower your digital advertising.