In today’s competitive retail landscape, brands and retailers must explore diverse marketing channels to stay ahead. One highly effective method is Out of Home advertising. With consumers constantly on the move, this traditional form of advertising—whether billboards, transit ads, or digital displays—has evolved into a dynamic tool that can drive foot traffic, boost web traffic, and ultimately increase sales.
Driving Foot Traffic to Physical Stores
One of the most direct impacts of OOH advertising is its ability to drive people to physical stores. Unlike other forms of digital marketing, OOH ads are visible in the real world where people live, work, and commute. These physical touchpoints make a significant impression on potential customers who may be geographically close to a store location.
For example, a strategically placed billboard or transit ad near a shopping district or high-traffic area can remind customers of a brand or retailer's presence nearby. By highlighting limited-time offers, promotions, or new product arrivals, these ads can create urgency and drive people into stores. Furthermore, OOH ads can help businesses connect with consumers during peak shopping periods, such as weekends or holiday seasons, increasing the chances of immediate purchases.
Location-specific OOH ads also allow for targeted messaging. Retailers can direct consumers to their closest location utilizing OOH and pointing out the highway exit or other simple directions in their creative .
Culver's used a directional billboard to entice drivers to exit the highway and stop in to the restaurant!
Boosting Web Traffic and Online Engagement
While OOH advertising may seem like a medium designed to impact offline behavior, it also plays a significant role in driving web traffic and online engagement. In fact, the integration of OOH with digital touchpoints is increasingly prevalent in marketing strategies.
Modern OOH ads often incorporate QR codes, social media hashtags, or easy to remember website URLs, encouraging consumers to take later action on their mobile devices. This blend of physical and digital advertising allows brands to create a seamless bridge between offline exposure and online interaction. For instance, a digital kiosk might encourage a pedestrian to scan a QR code for an exclusive online discount or to enter a contest. This not only drives traffic to a brand’s website but also encourages customers to engage with the brand digitally, whether through social media or email sign-ups.
Moreover, the large-scale, eye-catching nature of OOH advertising helps build brand awareness, which is essential for improving organic search results. As consumers become more familiar with a brand from their daily commute or urban surroundings, they’re more likely to search for it online, leading to increased web traffic. Studies have shown that OOH advertising can result in higher ad recall, making it easier for consumers to remember a brand when conducting searches.
Wahl directed consumers to learn more about their Manscaper product by keeping the creative simple and pointing to their easy to remember website.
This Daft Punk wallscape included Snapchat AR and music via QR codes so fans could access content directly from this street level ad.
Increasing Sales through Multi-Channel Impact
The combination of increased foot traffic and online engagement directly contributes to increased sales for brands and retailers. OOH’s ability to influence consumer behavior at multiple touchpoints—whether driving them to a store, encouraging online browsing, or reinforcing brand awareness—means that it works across the marketing funnel.
For retailers, integrating OOH with other forms of advertising, such as online or social media campaigns, creates a multi-channel strategy that captures consumers wherever they are. For instance, a customer might first see a product on a billboard, research it on their phone, and finally make a purchase online or in-store. This holistic approach ensures that consumers are being engaged at every step of their purchasing journey, increasing the likelihood of conversions.
Out of Home advertising remains a vital tool in the marketing mix for brands and retailers. By driving foot traffic, boosting online engagement, and contributing to multi-channel sales strategies, OOH delivers a powerful, long-lasting impact. As OOH continues to evolve through technological innovations, its ability to connect brands with consumers in meaningful ways will only strengthen. For retailers looking to maximize their reach and conversions, integrating OOH into their broader advertising strategy is a smart move that promises significant returns.
