Month: November 2020

Product News | October 11, 2021

Managing programmatic yield with Broadsign Reach

Managing network yield is a perennial issue, a nut that owners are anxious to crack in order to maximize inventory revenue. We know that transacting programmatic in an open bidding process, rather than just sticking with private deals, is one big step to take. What else?

Our Broadsign Reach product owner, Matthew Mercuri, laid out the process in a recent talk. Have a watch, or else read on for the details below.

Step 1: Ask yourself these questions

Before making any moves to upgrade your network or make significant changes to your programmatic strategy, it’s important to take stock of where things stand. Ask yourself a few questions to get a better picture of the current state of your business. Better still, write the answers down in a document you can reference in the future.

Why do buyers purchase my screens?

If you’re selling media on your network (and we’ll presume that you are), it’s because you’re meeting somebody’s needs. Who are they? Are you appealing primarily to buyers in a particular industry – healthcare, automotive, technology – or to buyers with broad target audiences? And what is it about your screens that makes them desirable to your buyers

Don’t just go with your gut – check your actual sales numbers. It’s possible you’ll be surprised by what you uncover.

What’s my fill rate?

Depending on your fill rate, you’ll want to approach developing your programmatic business a little differently. Is your fill rate a stone’s throw from 100%, or is it hanging out closer to 50%, or even lower? Take a note. We’ll have tailored advice for your specific position down below.

How do I price my non-programmatic deals?

Pricing can already be a complex thing in direct sales, and programmatic has the potential to make things a little more complicated just by its nature. That’s why it’s important to lay out exactly how you price your non-programmatic inventory and use that as kind of a guideline for what comes next.

What is your floor price? What are your CPM rates? What are some other factors that might influence your pricing? This is a critical question, so make sure you spend some time thinking about it.

Who is part of my audience?

One of the core concepts behind programmatic is that it allows the buyer to target audiences rather than just screens. For buyers, it’s a chance to reduce “wasted” spend on unintended audiences. For sellers, it presents an opportunity to charge a slight premium for a more targeted buy. Everybody wins.

Who sees your screens? Does it vary substantially by location, time of day, or other factors? Take the time to determine who your network reaches.

Understanding your audience is a key element of identifying the strengths of your network

Step 2: Go for the “easy yield money”

Quick wins are a great way to build some momentum and start making the best use of your inventory sooner. To help you achieve a few of these, we’ve identified some of the key areas that publishers can quickly improve to bring in more revenue.

Speed up your content approval process

Through the first three quarters of 2020, more than 83 million loss notifications were fired in Broadsign Reach. These notifications are indicators to the DSP of why it is losing a bid, and had just half of them actually been successful bids, each publisher could have made an additional $12,000. Not a huge amount, but every little bit helps.

Close to 40% of all these loss notifications came because the creative was not approved, and with an average time to approval of about 5 hours and 30 minutes, that’s no surprise. Buyers may just shift their bids to a different screen where the creative is approved, just to get their ad out there. These typically won’t be your screens.

The way to staunch this bleeding is to lower your approval times. This can can done by setting up auto-approval for trusted DSPs, seats, or advertisers, allowing certain types of media to be auto-approved, or even auto-approving any creative that your team doesn’t review within a certain time frame.

These can be pretty significant actions to take, but they can also make a big difference in driving down content approval time. Only adopt any measures you are comfortable with having on your network.

Finding ways to peed up your content approval can help you snag more deals

Use your screen’s fill rate to inform programmatic strategy

Your fill rate is a great, simple tool to gauge current supply and demand for your network, so be sure to use it to guide your next steps in programmatic.

If a screen’s fill rate is over 80%, it’s a good sign that you’d benefit from increasing programmatic supply to take advantage of demand. Alternatively, you might think about raising floor prices to capitalize on that demand instead.

On the flip side, if a screen’s fill rate is consistently below 50%, it’s probably time to consider reducing programmatic supply, or else dropping floor prices. Just be sure to keep your programmatic floor price at or above the same level as your direct floor pricing, or else you risk significantly devaluing your inventory.

Step 3: Take a look at bid range and adjust if needed

By and large, DSPs want to pay the lowest price possible, and they’ll use strategies like bid shading to arrive at a cheap, accurate price for a given bid. Our own Campsite DSP is an example of one DSP that employs this strategy.

If the bid ranges are small, you have a good opportunity to move your deal floors higher. The algorithms should follow your pricing up quite easily.

Alternatively, if your bid ranges and bid density are wide, you’ll need to be a bit more careful about moving floors. Moving the floor upwards could price some of the buyers on the lower end out of the inventory, ultimately reducing density and CPM both.

Review your bid ranges and ensure they’re set to maximize the value of your inventory

Step 4: Make use of the waterfall

Smart automation is key to success in programmatic, and the waterfall is a great way to use automation to your advantage. The waterfall allows you to assign different levels of priority to different kinds of deals, and then give preferential access to programmatic inventory based on the types of deals “competing” for a slot. For example, you might have a lucrative private marketplace deal targeting specific screens set to your top priority level, followed by slightly less lucrative private deal targeting all screens, and then maybe a relatively low-CPM open auction deal targeting remnant screens at the bottom of your waterfall.

Right now, about 70% of all publishers in Broadsign Reach only use one type of deal for their programmatic transactions. Nobody in Reach is using the waterfall just yet.

It’s a big missed opportunity. In addition to establishing general rules for what should constitute P1, P2, etc. deals in Broadsign Reach, you can also create parameters to promote different kinds of deals over the others if it is to your advantage to do so. For instance, a P1 PMP deal might be worth a guaranteed $80,000, but if you’re presented with a P2 private programmatic offer valued over $100,000, that P2 deal can automatically be promoted to top priority.

Take the time to communicate with buyers to make sure they understand what is possible. Ideally, you should tailor your offerings to your buyers’ preferences and needs, and find creative ways to price your media to everyone’s mutual benefit. It will maximize the value of your inventory and keep your buyers coming back for more.

Work with buyers to find creative pricing arrangements that work for everyone

Step 5: Act Like a DSP

DSPs are useful for picking out good screens and then triggering a transaction whenever the conditions a buyer is looking for are met. If a DSP is unable to do this job for a given transaction and you step up, that’s added value that should be accounted for when pricing the deal.

Broadsign Control’s preemptible slots, which allow ad spots to appear within a loop under specified conditions, are a good example of a tool that can help you deliver on the kind of targeting a DSP would offer. Additionally, you could sell by data signals like the presence of analytics technology, information about visibility based on where screens are compared to the direction of the sun at a given time, or just the specific venues a buyer might want to reach.

These kinds of offerings are the kinds of things that buyers crave. If you opt to offer them up, you can charge a premium on your inventory for doing so.

Give buyers additional tools for reaching their audience and you can charge a premium

Step 6: Get DSPs to support features that enhance your business

There are a bunch of features within Broadsign Reach that can make life easier and more lucrative for your business. Trouble is, not all DSPs have adopted them on their side. By taking some time to convince them to onboard some of our APIs, you can unlock hidden value in your programmatic business.

Here’s a look at some of the benefits that can be realized:

  • Publisher API: DSPs that use this API include 40% more publishers in their campaigns, dispersing money more evenly
  • Screens API: Leads to a 12% higher CPM floor vs DSPs who don’t use the API
  • Audience API: Offers a 20-30% greater likelihood of the DSP hitting the original spend goal
  • Deals API: Creates a 35-40% higher change of a campaign activating on time

Communicating the value of these integrations is an ongoing process for us at Broadsign, and a little help never hurts. If you’re interested in realizing these types of benefits through your DSP, talk to them and help convince them to bring all of our features to life. There’s a lot to be gained in doing so.

Looking to get a great start transacting DOOH programmatically?

Request a free demo to see how Broadsign Reach can help!

Product News | October 11, 2021

How the Broadsign Platform enables ad delivery rates of up to 99% for Orb

At a time when consumer attention is in short supply, out-of-home (OOH) remains an effective medium to attract and retain consumer attention. This is demonstrated in Kantar’s 2023 Media Reactions study, which found that in-person media channels were preferred by consumers, with OOH and digital OOH (DOOH) ranking among the top five favoured channels. 

Looking at Group M’s This Year Next Year: 2023 Ireland End-of-Year Forecast, the preference for OOH is particularly noticeable in Irelan, with the medium seeing an average growth rate of 16.65% over the last four years. This growth can be primarily attributed to the introduction of new technology in DOOH, which has provided advertisers with new creative possibilities and added flexibility on how OOH is bought by advertisers and delivered to audiences. 

In fact, when looking at the share of static and digital OOH spending in the region, static consistently outpaced digital up until 2023, when shares for both mediums were split evenly. As of 2024, DOOH spend in Ireland exceeded traditional and will continue to do so in the next four years. As DOOH’s presence continues to grow in the region, Irish media owners have an opportunity to enhance their DOOH presence and capabilities. 

One Irish media owner who’s already benefiting from the added value of DOOH is Orb. Running a fully digital network of 100 screens, Orb has become a preferred network for both global and local brands due to its flexible buying options and accurate ad delivery rates – made possible by the Broadsign Platform. 

Why Orb’s network speaks to advertisers

There is no shortage of demand for Orb’s screens. Its premium locations, creative campaign capabilities and comprehensive campaign reports are why advertisers choose Orb’s network. Orb’s carefully curated selection of screens can be found in bars, restaurants, premium shops and shopping malls found in busy city centres and suburban spots. 

Orb’s network attracts both large and local brands from a wide range of verticals. In the entertainment vertical, you’ll often see ads from Disney, Universal, Paramount and Warner Brothers. Well-known car brands, like Toyota and Kia, as well as alcohol brands under the parent companies of Diageo and IDL Irish Distillers, are also frequent advertisers. 

Moreover, in a market where static OOH still has a large presence, Orb is providing advertisers with new dynamic creative optimization (DCO) opportunities made possible by DOOH. For instance, displaying a countdown clock on sports ads for upcoming football or rugby matches or dynamically triggering content based on the location and audience demographics to deliver ads at the right time to the right audience.

Last but not least, advertisers appreciate Orb’s comprehensive reporting. By pulling data from a third-party technology provider for footfall and audience data and Broadsign’s Proof-of-Performance (PoP) report, advertisers are given a comprehensive overview of campaign performance and effectiveness. 

How the Broadsign Platform powers Orb’s flexibility

Prior to Broadsign, Orb had tested other platforms to run their network on, but none of them provided Orb with the flexibility they wanted when it came to how inventory was sold and how campaigns were delivered. After careful evaluation, Orb adopted the Broadsign Platform as it not only provided them with new ways of selling, but also dynamic creative capabilities, and comprehensive network monitoring and management. 

Flexible buying options that meet diverse needs and maximize ad delivery

While DOOH continues to gain popularity in the region, perspectives in the Irish market vary on the preferred level of flexibility from the medium. Some media owners want to maintain controlled delivery through fixed, frequency campaigns, while others are open to experimenting with flexible, goal-based campaigns. It was essential for Orb to have a solution that allowed them to address the needs of both. 

“Our market is divided into two schools of thought; clients who want to keep frequency-based campaigns and another group who have fully embraced flexible campaigns”, says Agnieszka Mendrychowska, Chief Operating Officer at Orb. “The way that the Broadsign Platform is designed allows us to cater to the entire market, as we can select the amount of flexibility we want for each campaign.”

With the Broadsign Platform, Orb has access to frequency-based, goal-based, and data-triggered campaigns. One way Orb is introducing flexible selling to more traditional clients is through play goal campaigns. This allows the client to define how many times they want the ad to play within a given time frame, and Broadsign ensures that the goal is not only met but optimally distributed across all selected screens throughout the campaign’s duration. 

Moreover, flexible campaigns benefit from dynamic rebalancing, which leverages Broadsign’s optimization engine to modify the pace at which a campaign is delivered to ensure that campaign objectives are always met. Through Broadsign’s PoP reports, Orb has shown ad delivery rates of up to 99% on flexible campaigns and 95% on frequency campaigns. Having access to this data has not only allowed Orb to reassure its traditional buyers of the effectiveness of flexible campaigns but also helped them attract new customers. 

“We’ve been told by clients that what makes our network stand out from others is its reliability when it comes to ad delivery, and that’s thanks to Broadsign.”

Agnieszka Mendrychowska, Chief Operating Officer at Orb

Network and campaign management; the way they want it

Additional benefits Orb has seen with the Broadsign Platform include full visibility into network health and inventory availability. With live digital screen management, Orb can check the status of their network every day, allowing them to resolve issues as quickly as they arise. Moreover, when a more complex issue comes up, they appreciate the support provided by Broadsign’s service team as well as the extensive training guides made available to them online. 

Full transparency into their inventory availability has simplified their campaign proposal and booking process. When building proposals, Orb leverages the filter and criteria search function to easily find screens that best meet advertisers’ campaign objectives. When booking flexible campaigns, like play goal ones, Orb can see the estimated number of plays they can reach depending on the screens they’ve selected, allowing them to adjust as needed and provide an accurate proposal. 

Finally, the ability to manage and separate content as they need is another advantage 

of the Broadsign Platform. For instance, being able to define a percentage split of how content should be rotated within a single campaign. More importantly, leveraging Broadsign’s competitive separation feature allows them to run ads from competing brands on their network, as well as ensure that certain ads don’t play in specific locations. For example, not allowing alcohol ads to be shown on screens that are closer than 200m from a school playground. 

Orb’s adoption of the Broadsign Platform has empowered them to meet the diverse needs of their market with flexibility and precision. By offering advertisers dynamic creative options, flexible buying options, and reliable ad delivery, Orb has solidified its reputation as a dependable media owner for the Irish market. Orb’s ability to quickly adapt and deliver tailored solutions through Broadsign ensures they remain well-positioned as DOOH continues to grow in popularity.

What’s next for Orb

Looking into the future, Orb plans to expand its network within Ireland – in cities like Cork, Limerick, Waterford, Galway – and Northern Ireland. The media owner is also looking to strengthen its programmatic DOOH offering, as the targeting and measurement capabilities made through that medium will unlock a new level of flexibility in how Orb sells its inventory. 

Product News | October 11, 2021

How to measure ROI in OOH advertising: Methods and strategies for accurate attribution

Out-of-home (OOH) advertising has traditionally been considered challenging to measure, but that perception is shifting. Thanks to advancements in analytics and cross-channel tracking, OOH is now demonstrating its strength as a powerful driver of return on investment (ROI).

According to a recent study by Analytics Partners, reallocating even a small portion of your marketing budget to OOH can lead to impressive results. For example, increasing your OOH spend has been shown to boost ROI by up to 27% — especially when combined with other channels like digital and TV.

Ready to harness OOH’s full potential? Let’s explore the strategies and tools that make it easier than ever to measure its true impact and drive tangible results.

The attribution challenge: Why it’s crucial to prove OOH’s ROI

(D)OOH attribution links your out-of-home advertising efforts to measurable outcomes, like store visits, online purchases, or app downloads. It helps advertisers understand how OOH ads impact the customer journey and how they contribute to broader marketing goals.

Today, proving ROI is more important than ever. Recent research shows that 88% of marketing leaders are now responsible for revenue goals, so there’s growing pressure to justify their team’s ad spend with clear, actionable data tied directly to measurable business outcomes. Yet, only 25% of leaders report high visibility into ROI across channels​.

Advancements in technology have transformed OOH into a measurable, performance-driven channel capable of delivering actionable insights and proving its impact on modern marketing strategies. The rise of digital OOH (DOOH) and programmatic DOOH (pDOOH) is also helping solve traditional measurement challenges, offering access to tools like geofencing, dynamic audience impression tracking, and real-time analytics.

How to accurately attribute results to OOH campaigns: 4 tried-and-true methods

Tracking the impact of your campaigns doesn’t have to be complicated. By using proven methods like brand lift studies, foot traffic attribution, and interactive elements, you can directly connect ad exposure to measurable outcomes. These strategies help you maximize the value of every campaign and confidently demonstrate ROI.

Collecting brand lift insights through surveys and direct feedback

Brand Lift Studies provide tangible evidence of how OOH influences brand perception and consumer behaviour,  uncovering data on ad recall, brand awareness, purchase intent, and more. Insights from these studies can guide targeting strategies, creative design, and placement decisions for future campaign efforts.

Measurement partners play a critical role in this process. They identify survey zones based on the geo-locations of digital OOH screens and use GDPR-compliant methods to gather responses through in-app and mobile ads targeting consumers in these areas. The uplift is measured by comparing survey results from two groups: those who recall seeing the ad (exposed group) and those who don’t (control group). Both groups are matched for demographics like age and gender, ensuring accurate, actionable results. Using targeted surveys as part of a brand lift study gives you a clear picture of how your OOH campaigns resonate with audiences and drive results.

Combining OOH attribution with sales data

One of the most direct ways to measure the success of OOH campaigns is by connecting ad exposure to sales outcomes. Integrating sales data — whether from in-store purchases or online transactions — can help you understand how OOH influences customer buying decisions and contributes to your bottom line.

Similarly, pairing OOH exposure data with e-commerce analytics can reveal spikes in online sales or conversions from specific geographic regions targeted by your campaign. This connection is especially valuable for measuring the effectiveness of location-based ads, like billboards near stores or transit ads in high-traffic areas. Integrating OOH attribution with sales data gives you a complete view of your campaign’s performance, helping you allocate budgets more effectively and focus on strategies that drive the greatest return.

Using geofencing and mobile data for foot traffic attribution

Geofencing has revolutionized how advertisers measure the impact of OOH campaigns on foot traffic, making it simple to track real-world results. By setting up a virtual boundary around your ad placement, you can use mobile data to see how many people are exposed to your ad and visit a specific location, like a nearby store or restaurant. For example, a restaurant with a billboard near a shopping mall can measure how many mall visitors stop by after seeing the ad.

Foot traffic attribution partners specialize in helping brands leverage geofencing and mobile data to measure campaign performance. These platforms analyze mobile location data to determine how exposure to OOH ads influences visits to specific locations. They also compare visitor patterns between exposed and non-exposed audiences to provide a clear picture of ad effectiveness. With tools like these, advertisers can gain actionable insights into customer behaviour, ensuring every OOH dollar is well spent.

Embracing marketing mix modelling (MMM) for cross-channel campaigns

When it comes to measuring the true impact of a brand’s outdoor advertising placements across various marketing channels, marketing mix modelling (MMM) is your secret weapon. MMM looks at the bigger picture, analyzing how different marketing channels — both online and offline — work together to drive results. For (D)OOH campaigns, it offers a way to capture the full value of your ads, even when there’s no direct click or digital trail to follow.

This is important because, while effective on its own, OOH has also been shown to supercharge the reach of your other advertising channels, with one study finding that OOH amplifies all major media by more than 90%. For example, a well-placed digital billboard might boost the performance of your paid search campaigns by increasing brand recall, which MMM can measure alongside your total marketing mix. MMM quantifies these synergies, helping you understand how OOH fits into your broader marketing mix and optimize your investments accordingly.

READ ALSO: Check out our Q&A with subject matter expert Ryan Pogy to find answers to some of the most common questions about measuring DOOH effectiveness

Leveraging technology to optimize (D)OOH ROI

By leveraging new tools that provide real-time data and integrating OOH campaigns with digital platforms, marketers can gain deeper insights and drive greater returns on investment. Here’s how these technological advancements are shaping the future of OOH advertising:

Real-time impression tracking

For digital and programmatic OOH campaigns, tools like the impression multiplier — a dynamic, DOOH-specific multiplication index that’s applied to each play on every individual screen — give advertisers a more accurate idea of how many impressions are delivered in a single ad play. 

Depending on the network, the impression multiplier for a given DOOH screen is calculated by analyzing factors like:

  • Screen size and visibility: Larger, more prominent screens are likely to capture more attention and generate higher impressions.
  • Location and foot traffic: The number of people passing by the screen in a given timeframe, such as in busy urban areas or transit hubs.
  • Viewing angles: How easily the screen can be seen from different positions and distances.
  • Dwell time: The amount of time individuals spend within viewing range of the screen, such as in waiting areas or checkout lines.
  • Content duration and frequency: The length and repetition of ads, which influence the likelihood of being seen.
  • Time of day: Variations in audience size and engagement during different hours, such as rush hours or peak shopping times.
  • Environmental conditions: External factors like lighting or weather that may impact screen visibility and audience behavior.

This data provides accurate audience exposure metrics, giving you a reliable way to measure reach, which remains a cornerstone of OOH advertising’s effectiveness. Real-time data also allows you to adjust your campaigns on the fly, maximizing impact.

Interactivity and real-time environmental triggers

Interactive elements in DOOH campaigns go beyond capturing attention — they invite participation and create measurable links between ad exposure and consumer action. Incorporating dynamic QR codes, touchscreens, augmented reality (AR), or social media prompts into your DOOH creative make it easy to track engagement, from website visits and conversions to social shares and app interactions. 

Pair these interactive tools with dynamic DOOH content that adapts to real-time factors like time of day, weather, or location, and advertisers can deliver highly relevant messages that resonate with their audience.

Want to see more (D)OOH attribution in action?

Explore our collection of case studies and industry-specific strategy guides to discover how top brands are using advanced attribution methods to maximize the impact of their (D)OOH campaigns.

Product News | October 11, 2021

Boost consumer engagement and measure OOH ad exposure with dynamic QR codes

QR codes have made a big comeback in recent years, driven by the widespread use of smartphones and the post-pandemic demand for contactless solutions. In fact, over 94 million U.S. consumers will use smartphone QR scanners this year alone — a number that’s expected to reach 102.6 million by 2026, according to eMarketer.

Once seen as a novelty, QR codes have grown into a valuable tool for out-of-home (OOH) marketing. With quick access to digital content through billboards, posters, and digital out-of-home (DOOH) ads, these codes add an interactive element to campaigns and give brands an easy way to boost engagement across channels. Paired with new tools for measuring and tracking OOH impact, QR codes on (D)OOH ads make it simpler to assess campaign performance and gather actionable insights.

In this article, we explore how QR codes are transforming OOH campaigns — creating seamless offline-to-online experiences and helping brands capture valuable data on audience interactions and campaign impact.

Jump to:

What makes QR codes perfect for (D)OOH advertising?

QR codes (Quick Response codes) are two-dimensional barcodes that, when scanned with a smartphone, direct users to specific digital content like a website, video, or app. 

As consumers have grown accustomed to QR codes, brands are using them more in campaigns to provide personalized offerings like product info, special promotions, and coupons. With just a quick scan, anyone with a smartphone camera and internet camera can take action, seamlessly engaging with the brand and/or its ad content across multiple channels.

This simple yet effective technology has become especially popular in OOH advertising, letting brands connect directly with people in physical locations — like bus stops, parking lots, or store entrances. In short, their easy integration with mobile devices and contactless tech has made them an ideal bridge between the physical and digital worlds.

Dynamic vs. static QR codes: Which to pick for billboard and DOOH advertising

It’s worth noting that there are two main types of QR codes used in advertising: static and dynamic. Static QR codes are fixed, meaning once they’re created, their content can’t be changed. They’re great for one-time use or unchanging messages, like directing audiences to a permanent webpage or providing a contact number. However, they can be less versatile for campaigns that need to evolve over time.

Dynamic QR codes, on the other hand, are built for flexibility. With these codes, you can update the content anytime — no need to reprint or replace the code. This adaptability makes it easy to keep messaging fresh, adjust campaigns on the fly, and track valuable data on where, when, and how often people engage. Essentially, dynamic QR codes provide the insights you need to optimize OOH campaigns in real time and deliver more tailored, interactive experiences.

For most OOH campaigns, dynamic QR codes are the go-to choice, offering the engagement, customization, and analytics capabilities that modern advertising demands.

How QR codes work to extend and improve measurement of (D)OOH campaigns

Dynamic QR codes add a new layer of extensibility and measurability to OOH campaigns, turning each ad into a direct channel for digital engagement and making real-time audience interactions instantly trackable. Each scan captures data on when, where, and how audiences engage, providing insights into behaviours that were previously hard to measure. This engagement data becomes even more powerful in programmatic digital out-of-home (pDOOH), as it can be mapped to specific audience segments, locations, time of day, weather conditions, and more, allowing for real-time campaign adjustments that make each message more relevant and impactful.

Innovative data and measurement partnerships are pushing these capabilities further, providing new ways to measure campaign performance. For instance,  Actv8me can integrate its Sequential QR (SQR) Code™ solution with programmatic ad inventory. By incorporating these dynamic SQR codes into their DOOH creatives, advertisers can create direct-to-consumer experiences through sequential messaging and contextual offerings like coupons and promotions.

Here’s how it works:

  • Scan: Viewers can the QR code on an ad using their phone’s camera.
  • Redirect: They’re instantly taken to a microsite where they can redeem offers, learn more, or even save deals to their mobile wallets.
  • Engage: Once saved, users get reminders and notifications when promotions are set to expire or when approaching an activated point of interest, keeping the ad/brand top-of-mind.
  • Track: Engagement data, like scans, time, and location, are collected and sent back to the advertiser.

Key takeaway: Dynamic QR codes give advertisers a simple, flexible way to keep messaging fresh while collecting valuable performance insights. This approach makes it easy for agencies and brands to evaluate, refine, and optimize DOOH campaigns — turning each scan into a step toward stronger audience connections and a better understanding of campaign impact.

READ ALSO: Solidify your understanding of important DOOH metrics and learn how they can be used to measure different aspects of your DOOH campaign’s success

Key benefits of using QR codes in OOH advertising

QR codes are transforming outdoor advertising and changing the way brands engage with consumers. Here’s why they’re so effective in OOH campaigns:

Increased consumer engagement

QR codes turn passive OOH ads into interactive experiences, inviting people to engage directly with the brand. Whether it’s accessing exclusive content, redeeming offers, or RSVPing to events, QR codes turn a quick scan into a meaningful connection. For example, a retail brand could add a QR code to a bus shelter ad, offering a special discount when scanned — making it easy for people to shop right from their phones. This interaction turns static advertising into a dynamic, two-way experience that boosts brand recall and user engagement.

Data and performance measurement

Dynamic QR codes provide detailed insights into audience engagement. With access to privacy-compliant data on scan rates, timing, location, and more, you can measure how your OOH ads perform and adjust based on real-time results. This data-driven approach lets marketers and brands make informed decisions to maximize return on investment and refine future strategies. 

Seamless online and offline integration

QR codes bridge the gap between physical ads and digital experiences. By linking a QR code on a billboard to a landing page or video, you can extend your reach beyond the OOH ad itself. This cross-channel approach boosts brand visibility and increases the impact of OOH campaigns, as people can take action instantly from an offline ad.

Real-world example of a successful QR code campaign in OOH advertising

Boehringer Ingelheim, a global pharmaceutical company, wanted to raise awareness and drive sales for its new pet antiparasitic product under the Frontpro brand, Frontpro Antiparasitic. To do this, the brand launched a programmatic DOOH campaign across key cities in Spain. Featuring a mix of static and digital creatives, the OOH ads also incorporated dynamic QR codes that encouraged audiences to interact with the content. The result? A staggering 254% boost in positive brand perception.

Launched with agency partner OMD Spain and OOH expert Broadsign, the ads targeted dog lovers in cities like Madrid, Barcelona, Valencia, and Sevilla. Shopping malls and outdoor screens were selected within a certain radius of pet stores stocking Frontpro Antiparasitic to drive in-store foot traffic. Meanwhile, Broadsign leveraged its OOH expertise to create detailed campaign proposals, enabling the brand and agency to segment by location and interests while applying consumer data for a more qualitative impact. 

Read the full Boehringer Ingelheim case study to see the results and discover the benefits of incorporating dynamic QR codes into your pDOOH strategy.

Want to take your OOH campaigns further?

Dynamic QR codes are an incredible tool to boost engagement, track performance, and connect offline ads with digital content. For agencies and media buyers looking to bring more value to their OOH campaigns, QR codes offer a simple, effective, and flexible solution. 

Ready to integrate QR codes into your next OOH campaign? Check out our eBook for actionable tips on integrating digital out-of-home into your omnichannel marketing strategy for high-impact, cross-channel campaigns.