Curious about how a billboard or median sign can influence what you see on your phone later? Or why outdoor advertising still holds power when so much is happening online? Dive in to see how combining the blended strategies can amplify brand impact...
In today’s digital world, it’s easy to think everything is happening online. We scroll through social media, watch videos, and shop—all with a few clicks or taps. But if you’ve ever walked past a striking billboard or seen a catchy ad on a bus shelter, you know outdoor advertising still holds power. In fact, it might just be the perfect companion to your digital strategy.
So, how do you bridge the gap between online and offline advertising? Let’s explore.
Why Integrating Outdoor and Online Advertising Matters
When you think about modern advertising, you can’t ignore the digital aspect. Online ads reach consumers where they spend a lot of their time—on their phones, laptops, and tablets. However, outdoor advertising, like billboards or bus shelter ads, meets people in the real world. By combining both, you cover more ground and create multiple touchpoints that reinforce your message.
There’s something powerful about the mix of these two mediums. Outdoor advertising grabs attention in public spaces, while online ads allow for deeper engagement through clicks, shares, or purchases. When both strategies work together, they create a more memorable experience for consumers.
The Rule of 7: Why Repetition Works
Have you ever heard of the Rule of 7? It’s a classic marketing principle that suggests a person needs to see or hear your message at least seven times before they take action. Outdoor ads, especially those in high-traffic areas, can contribute significantly to this exposure. When paired with digital ads, you increase the chances of being seen multiple times throughout the day, both on-screen and in real life.
Imagine someone sees your ad on a bus stop on their way to work, and then later, a similar ad pops up in their Instagram feed. That repeated exposure helps your brand stick in their mind.
Techniques for Integrating Outdoor and Online Advertising
Here are a few ways to blend outdoor and digital campaigns effectively:
Use QR Codes or Short Links: Encourage interaction with your outdoor ads by including scannable QR codes or easy-to-remember URLs. These can lead people to your website, a special promotion, or a social media page where they can learn more about your product or service. For example, brands use QR codes in their outdoor ads to direct customers to special promotions or their service offerings.
Create Complementary Content: Align your messaging across platforms. Your outdoor ad might be a bold, attention-grabbing image with a simple tagline, while your online ads offer more details or a clear call to action. An example is the brand message of Kivo Hot Pepper is Ɛshishi in the twi dialect, meaning ‘it is hot’. Even though you’re not looking at the ad often, in your mind, you have still absorbed the subtle message of the brand. And in your subconscious mind, whenever you’re using Kivo Hot Pepper, the Ɛshishi tagline sticks.
Leverage Geotargeting: With the help of location data, you can deliver targeted digital ads to people who have been near your outdoor ads. This seamless experience reminds them of your brand and keeps your message top of mind. For instance, when people pass by the bustling Osu Oxford Street in Accra, they might see a colorful billboard for a new product and later encounter related ads on social media platforms like Facebook or Instagram.
Sync Timing: Make sure your outdoor and online ads run during the same time period. Consistent messaging across platforms maximizes the chances of reaching your audience multiple times, creating a stronger connection. During major events, like the Rappperholic, Accra food festival and others, many brands in Ghana launch simultaneous outdoor and online campaigns to engage attendees effectively.
Encourage Social Sharing: Include hashtags or social media handles in your outdoor ads to drive engagement. People are more likely to remember and share your brand when they’ve encountered it both in the physical and digital spaces. For instance, some brands now promote their online presence through striking outdoor displays that encourage people to engage and share their experiences on social media using specific hashtags.
The Power of Integration
The ‘WHY’ behind integrating outdoor and online advertising is simple: it creates a cohesive, multi-channel experience that reaches people where they are, whether that’s on the go or scrolling through their phone. Outdoor advertising builds brand awareness in high-visibility areas, while online advertising engages users in more personalized and interactive ways. Together, they reinforce your message, increase visibility, and boost engagement.
As digital continues to evolve, the blend of outdoor and online strategies will only become more important. By understanding how to bridge the gap between these two powerful channels, you’ll be better equipped to create memorable campaigns that reach your audience—wherever they are.
