Creating your first DOOH campaign – best practice recommendations

| Julien

DOOH (Digital Out Of Home) campaigns involve using digital billboards to display ads in public spaces. Digital campaigns, on the other hand, involve using digital channels like social media, Google Search ads or email to reach consumers.

One way to combine these two types of campaigns is to use DOOH to create awareness and drive traffic to a specific website. Therefore, potential customers could learn more about the brand, its service or products, and engage with it online. 

This can be done easily through the use of QR codes, short links, or hashtags displayed on the digital outdoor ads, which consumers can scan or type in to access the online content.

However, we found users’ behavior which suggests that they search for the website address on their phones, rather than scan the QR code. For instance this can later be correlated with the direct and organic traffic at the specific hours and days of the DOOH campaign, in Google Analytics, to measure the impact of the campaign on your business. 

Besides, we provide detailed real time performance reports for your campaign, in your Blindspot account. It’s recommended to keep an eye on the campaign performance, especially if you want to know when it starts reporting plays so you can visit the location in order to take pictures.

 

Furthermore, to get started with this approach, you will need to follow the recommendations outlined above for launching a digital outdoor advertising campaign. 

In addition, you should also consider the following recommendations:

 

Integrate your brand identity

Make sure the messaging and visual branding elements used in your digital outdoor ads are consistent with that used in your online digital campaign. This will help to create a cohesive and unified brand image.

Use compelling visuals

Digital outdoor ads have the advantage of being able to display dynamic, eye-catching visuals that can grab the attention of consumers. Make sure to use high-quality images and videos in your ads to make them stand out.

Target your ads effectively

Use location-based targeting to ensure that your digital outdoor ads are being displayed in areas where they are most likely to be seen by your target audience.

Firstly, plan your campaign in advance by creating an account on the platform and search for your desired screen location by country, city and address.

Secondly, choose screen type, like bus shelters, the highway to and from the LAX airport in Los Angeles, spectacular large screens in locations like Times Square in NY, or even Trafalgar Square in London.

Performance assessment

Use analytics tools to track the performance of your digital outdoor ads and measure their effectiveness. As mentioned earlier, we provide analytics tools built into your campaign and you can check the report by accessing your campaign page. This will help you to optimize your campaign and make any necessary adjustments.

Test and optimize

As with any marketing campaign, it is important to test and optimize your digital outdoor and digital campaigns in order to improve their performance. In other words, use A/B testing to determine which ads and messaging are most effective, and make adjustments accordingly.

Consider using retargeting

Retargeting involves displaying social media or Google Search ads to users who have previously visited locations where you ran your DOOH campaign. Consequently this can be an effective way to drive conversions and boost the effectiveness of your digital campaign.

Use social media to your advantage

Social media platforms such as Facebook, Instagram, and Twitter can be powerful tools for engaging with consumers and driving traffic to your website. Consider using social media ads and organic posts to promote your digital outdoor ads and drive traffic to your online content.

In summary, combining a digital outdoor advertising campaign with a digital campaign can be an effective way to reach consumers and drive traffic to your online content. By using compelling visuals, targeting your ads effectively, and using analytics tools to optimize your campaign, you can effectively engage with your target audience and achieve your marketing goals.

case studies

The works we are proud of

How bfound increased search traffic using hourly digital billboards and CPC optimization

Blindspot & Carrefour DOOH drive a staggering 149% – 290% sales increase for Beko & Arctic

Driving search and PPC performance through digital billboards – Fujifilm Instax case study

The GameStop billboard that broke the internet

How Wokyo Noodle Bar increased sales by 54% using digital billboards

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case studies

The work we are proud of

How bfound increased search traffic using hourly digital billboards and CPC optimization

Blindspot & Carrefour DOOH drive a staggering 149% – 290% sales increase for Beko & Arctic

Driving search and PPC performance through digital billboards – Fujifilm Instax case study

The GameStop billboard that broke the internet

How Wokyo Noodle Bar increased sales by 54% using digital billboards