Month: June 2024

Product News | October 11, 2021

What is programmatic digital out-of-home (pDOOH)?

If your agency or brand uses online advertising, you may already know the basics of programmatic ad buying or have even set up a campaign using a demand-side platform (DSP). But even if the technology is similar, a few features of programmatic DOOH are unique compared to other digital formats, and there are certain factors to consider when integrating pDOOH in your omnichannel strategy – especially if the outdoor space is totally unfamiliar to you.

But what is pDOOH, exactly? Programmatic digital out-of-home, also known as programmatic DOOH or pDOOH, refers to the automated buying, selling, and delivery of out-of-home (OOH) advertising – that’s ads on digital billboards and signage.

Sounds simple? In a way, it is. With programmatic DOOH, computers are automating the sale and delivery of ad content in a similar way to what you see with most online advertising. Buyers will set conditions under which they want to buy media; when those conditions are met, ads are automatically purchased.

However, since programmatic DOOH ads appear out in the world and not on personal devices, your approach to building a programmatic DOOH campaign will likely differ from what you’re used to online.

Here’s a closer look at what programmatic DOOH is and how to use it to its full potential.

Jump ahead to:

What is digital out-of-home (DOOH) advertising? A quick refresher on why DOOH is great in general

Marketers are increasingly seeing the value of DOOH, and it’s reflected in the continued growth of out-of-home advertising. In fact, one-third of all OOH ad spend in 2023 was directed to DOOH — and it’s projected to grow another 10% by the end of 2024. 

So, what is DOOH media? There’s a lot to love, but here are a few standout details.

  • DOOH ads can offer unmatched size: Big digital screens offer a lot of room to execute visually stunning ideas (see our favourite OOH and billboard ads) in a way you can’t match on personal devices. Even smaller DOOH displays, like digital signage, totems, and displays on bus stops, are going to offer a larger canvas with great visual potential. 
  • DOOH is unskippable and ad-block-proof: If people are around a digital display, they’re going to see it. There are no ad-blockers, no below-the-fold positions, and no issue of users switching over to a different app or tab. That’s partly why nine in ten U.S. adults (88%) notice OOH ads, and nearly 80% have engaged with an OOH ad in the past 60 days.
  • (D)OOH supercharges your other channels: Yes, digital out-of-home and traditional OOH advertising are impactful on their own, but they shine when you pair them with other advertising channels. Research from MRI-Simmons and the Outdoor Advertising Association of America found that using OOH alongside other channels can boost reach by as much as 100%.
  • DOOH drives real-world action: A new Harris Poll study reveals that DOOH is the preferred and most motivating medium compared to other forms of advertising. Notably, 76% of recent DOOH ad viewers reported taking action in response to an ad, highlighting its effectiveness in driving consumer behaviour.

pDOOH vs DOOH: Why programmatic digital out-of-home is even better

So take everything great about DOOH and layer extra data, better targeting, and easy access. That’s what you’re looking at with programmatic DOOH. Let’s dig into that in a little more detail.

Programmatic DOOH is DOOH improved by data

  • Programmatic DOOH uses data analytics to provide detailed insights into campaign performance, including audience engagement and effectiveness. 
  • Traditional DOOH campaigns typically rely on less granular data, such as general traffic patterns and location demographics, limiting the ability to tailor and optimize campaigns effectively.

While traditional DOOH relies on more general metrics and lacks the granular data needed for in-depth analysis, programmatic DOOH uses data analytics to provide detailed insights into campaign performance, including audience engagement and effectiveness. This helps advertisers optimize their strategies and improve ROI.

The key to understanding programmatic DOOH is this: programmatic transactions allow you to set specific conditions based on external data that will trigger a DOOH ad slot purchase. The fun thing is that there are virtually no limits to the kinds of data that can be used to trigger content.

There are simple options, like having different creatives delivered based on the time of day. There are also slightly more advanced options, like the weather, daily market performance, or the ongoing results of a sporting event. You can even use live audience information to trigger content that is ideal for the majority of people at a location at any given time.

And, of course, you can use multiple triggers based on multiple data sources to get really granular with your targeting.

This all leads to great things. Using one or more data triggers to drive a programmatic DOOH campaign can open the door to creative and memorable campaigns. Better still, it helps ensure your audience sees your ads at the most relevant times.

Example: See how foodora used weather, time of day, and location data to drive a creative, effective, and very relevant programmatic DOOH campaign.

Programmatic DOOH is faster and more flexible

  • Programmatic DOOH allows advertisers to purchase ad space in real-time through automated bidding platforms, allowing advertisers to adjust their campaigns based on performance, availability, and changing conditions.
  • Traditional DOOH often requires pre-booking ad space, limiting flexibility and responsiveness.

Unlike classic or directly purchased DOOH, pDOOH allows advertisers to buy inventory in near real-time without needing upfront commitments or predefined schedules. This provides a high degree of flexibility and responsiveness, minimizes lead times, and makes optimizing ad placements and adjusting spending on the fly easier. 

Survey results from IAB Australia’s 2024 Attitudes to Programmatic DOOH report show that just over half (52%) of advertisers see programmatic DOOH as a significant or regularly considered part of their activity, and a further 36% have experimented with it. Flexible buying is a key factor, with 68% of agencies and 55% of brand marketers and advertisers citing programmatic flexibility as a major driver for usage. 

Strictly speaking, programmatic doesn’t enable anything that can’t be accomplished with a direct buy. The difference programmatic makes is in terms of speed and efficiency. You can deliver relevant messaging much more quickly and without making repeated direct buys.

In the foodora example above, audiences were delivered different messages at lunch and around dinnertime. They were prompted to go for a nice walk to pick up their food if it was sunny and to treat themselves to delivery when it was raining. The restaurants suggested to them differed depending on where they were located when seeing the ad. All of this was accomplished without additional input from foodora once the campaign had been set up.

Programmatic can help you accomplish similar results for whatever conditions you want to set. As soon as the time is right, you can automatically deliver the right message to the right screen to reach your audience, whoever they are.

Programmatic DOOH is easily accessible through leading DSPs

More and more DSPs are getting on board with programmatic DOOH. It’s making adding DOOH to multichannel campaigns much more straightforward, and we’re already seeing buyers use this opportunity significantly. 

Existing content can often be easily adapted to suit a digital out-of-home display. The medium’s support for dynamic DOOH and adaptive HTML5 formats, in particular, can greatly help buyers reuse existing content from an online and/or mobile campaign in a programmatic DOOH campaign.

As a bonus, programmatic allows you to buy across multiple publishers simultaneously. It’s much quicker and easier to build a programmatic campaign targeting screens across various networks than reaching out to each business individually to coordinate your buy.

As more DSPs begin to support programmatic DOOH and more buyers start incorporating the medium into their campaigns, the format will likely become an integral part of most mainstream media buys.

Measuring the effectiveness and ROI of programmatic DOOH campaigns

Many brands approach DOOH expecting a measurement standard equivalent to the online impression or gross rating point (GRP). However, DOOH media is different. It spans a variety of display types, not just browsers, TVs, or apps, which presents challenges in creating fully standardized metrics. 

Another key difference is that ads are served in a one-to-one environment when you load a web page, so ‘one ad served’ equals ‘one impression.’ By contrast, DOOH advertising is served in a one-to-many environment. A single DOOH ad has the potential to achieve hundreds of impressions. But how can we really know that? And what does a DOOH impression look like anyway? 

Fortunately, several reliable and rigorous measurement methods are available to help make a strong case for DOOH, and these have been bolstered even further in recent years through the growth of programmatic transactions in the DOOH space. 

Key performance metrics to measure the success of pDOOH

OOH is fundamentally a brand awareness medium. There’s lots of evidence that OOH campaigns can have a significant positive impact on metrics such as brand awareness and brand recall. However,  marketers likely also want to measure the impact of adding DOOH to their other channels. 

Technological advancements are now making it possible to obtain reliable, trustworthy, and privacy-compliant data to analyze campaign performance. Understanding which specific metrics you want to track and measure ahead of time will make it easier to design and evaluate the campaign’s overall success.

Some of the top measurement solutions for direct attribution include:

  • Brand lift: Often conducted via surveys broadcasted in geo-locations within a specific zone of the exposed DOOH screens, brand lift studies seek to measure a DOOH campaign’s effect on overall brand metrics like ad recall, awareness and perception, consideration, and intent.
  • Foot traffic attribution: Commonly used by brands with physical locations to measure a lift in store visits post-DOOH exposure, foot traffic studies provide insights into immediate attribution by mapping audience travel patterns before and after they pass specific screens or points of interest.
  • Mobile retargeting/mobile ID passback: Including mobile retargeting in your omnichannel strategy is one of the best ways to amplify your campaign. Data experts specializing in device ID passback capture device IDs when audiences enter defined location boundaries. This data is then analyzed and translated into qualified audience profiles, which can later be retargeted with mobile ads via your DSP. Capturing exposed device IDs can enable additional measurement of how your DOOH campaign impacted other media channels.
  • QR code attribution: QR codes on DOOH ads offer an interactive and accurate way to measure engagement by tracking the number of codes scanned and sequential offers delivered based on interactions. They also allow for A/B performance testing and help measure converted sales that can be directly attributed to each campaign. 

For more expert insights and campaign planning tips, check out our actionable guide, 6 steps for integrating DOOH in your omnichannel marketing strategy.

Examples of pDOOH in action

Looking for inspiration? Here are two programmatic digital out-of-home advertising examples that show how different agencies and brands have leveraged the medium.

Holt Renfrew: Driving in-store foot traffic & boosting intent

With Nordstrom closing its doors in Canada, Holt Renfrew, the country’s largest fashion and lifestyle retailer, wanted to capitalize on the shutdown of its competitor to regain market share in key customer demographics. More specifically, it wanted to boost consideration and drive consumers to its brick-and-mortar stores nationwide. 

The retailer did so by simultaneously launching two large-scale programmatic digital out-of-home campaigns promoting its ‘Holts <3’ sale event, partnering with Havas agency to launch the campaign via the Broadsign Ads DSP in major Canadian cities like Toronto, Vancouver, and Montreal.

WATCH: See how Holt Renfrew’s large-scale programmatic campaign boosted brand KPIs

Read the full Holt Renfrew case study to learn how the luxury retailer drove 400,000 store visits and a +500% lift in purchase intent with its programmatic digital OOH campaign.

Sea-Doo: Increasing Purchase Consideration in Florida

Sea-Doo, a brand of personal watercraft and boats manufactured by Bombardier Recreational Products (BRP), recently sought to strengthen brand recognition, purchase consideration, and share of voice in its primary market of Florida. 

To reach its core audience of personal watercraft, pontoon, and fishing enthusiasts, the brand turned to programmatic DOOH — its first experience with the medium. Launched in collaboration with Touché! agency and Broadsign Ads DSP, the DOOH campaign ran alongside other channels like search and social media and resulted in a +144% lift in purchase consideration. The campaign also provided a major boost in brand perception, creating a +130% lift in positive brand image

WATCH: See the behind-the-scenes of Sea-Doo’s campaign with Touché agency

Read the full Sea-Doo case study to learn how the brand’s first digital OOH campaign increased purchase consideration in key cities like Orlando, Jacksonville, and Tampa.

Educational resources for programmatic DOOH

Though programmatic DOOH has come a long way, even in the past couple of years, the industry still needs to overcome some challenges.

According to new research from JCDecaux UK, most people buying DOOH advertising programmatically (over three-quarters, or 77%, of UK pDOOH marketers) are always directly involved in planning or buying at least one other channel. That means most teams tasked with buying programmatic digital out-of-home (pDOOH) media today are not made up of dedicated OOH specialists but broader digital buyers who are now including DOOH in their programmatic planning mix.

While these findings indicate the increased accessibility of programmatic DOOH, they also hint at the growing need for integrated omnichannel teams to gain the OOH expertise required to incorporate pDOOH successfully and productively into their cross-channel planning.

We’ve compiled some resources to help you learn more about programmatic DOOH:

Programmatic DOOH is still relatively young, but it’s also an exciting playground for digital newcomers. Take it for a spin and see how it enhances your existing campaigns. You might be surprised by just how much it helps!

Learn how to plan, trade, and succeed in pDOOH in our specialist doohx course designed for those on the buy-side of programmatic DOOH. Upskill your knowledge or build a team ready to take advantage of the latest innovations, technologies, and opportunities pDOOH offers.

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.