In the marketing world, digital marketing and outdoor advertising have long existed as two important elements. But nowadays, consumers’ attention is often divided, requiring a synergistic collaboration between digital marketing and outdoor advertising. In this article, we will discuss tips for combining digital marketing and outdoor advertising.
8 Tips for Combining Digital Marketing and Outdoor Advertising
Combining digital marketing with Out-of-Home (OOH) advertising is a response to adapt to the rapid development of technology, not least in terms of promotion. It can be an ideal strategy to increase campaign reach and effectiveness.
With the right collaboration, you can create an immersive and impactful marketing experience for your audience. Here are tips for combining digital marketing with OOH advertising for more effective promotions.
Utilize Location Data for Digital Advertising
First, you can use data from OOH locations to target your digital marketing. For example, if you have a billboard in location A, target digital ads to users within a certain radius of that location through location-based advertising platforms.
These tips for combining digital marketing and outdoor advertising allow for more audience engagement and the message in the ad will be stronger.
Synchronize Ad Messages
Make sure the advertising messages in digital marketing and OOH are aligned. For example, use the same tagline, colors, and visual elements. This helps the audience to recognize and remember your campaign across different platforms.
Choose Relevant OOH Locations
The choice of outdoor advertising location is also very influential. You can choose strategic locations that are often passed by your target audience.
You can collect and analyze audience data through digital marketing. One of them is data from social media, Google searches, or insights from digital advertising platforms.
For example, if your business is about beauty products, then place ads in areas that are visited by many women, such as salons or shopping centers.
Use QR Codes to Connect Offline and Online
The next tip to combine digital marketing and outdoor advertising is to install a QR code. You can add QR codes on billboards, videotrons, or other OOH media.
This QR code will later direct users to a special landing page, social media, purchase page, or special promotion site. QR codes allow audies to instantly access information about your brand or product digitally.
Create an Interactive Campaign
Create interactive campaigns that encourage audience participation, such as photo contests with special hastags.
For example, you can ask your audience to take a photo with your billboard or videotron and upload it to social media using a special hashtag to win exciting prizes. Apart from increasing interaction, this can also build brand awareness online.
Create Dynamic Content
The next tip for combining digital marketing and outdoor advertising, you need to keep up with the alignment on your digital campaigns across different platforms, such as Instagram, YouTube, TikTok, and so on. This helps create a consistent experience for the audience.
Utilize videotrons or LED screens to display dynamic ads that can adjust to time and weather conditions. For example, you can show different ads during morning or evening rush hours to target different audiences.
Collaborate with Influencer Marketing
You can collaborate with content creators, influencers, and artists to promote your brand and campaign on digital media. You can also feature them on outdoor billboards.
This is useful to increase the credibility and reach of the campaign. At the same time, you showcase the influencer’s face on OOH ads, while you direct your audience to view their content on digital platforms.
Analyze and Optimize Campaign
Finally, utilize data from your digital and outdoor advertising campaigns to evaluate the effectiveness of your ads. Regularly monitor the increase in site traffic, engagement on social media, and increase in sales after the campaign runs.
With the right analysis, you can maximize your marketing strategy for the next campaign. For example, if ads in certain locations give better results, you can consider adding OOH ad slots there or other similar locations.
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