This is especially true for outdoor advertising, which, thanks to technologies like DOOH, is becoming more innovative. One effective way to engage an audience is by combining outdoor advertising with social media. This approach increases reach, boosts engagement, and creates memorable campaigns that make a brand stand out from competitors. How can these two platforms be united for maximum efficiency? Let’s explore the key points.

The essence of integration

Integrating outdoor advertising with social media involves using traditional formats like video walls or billboards alongside activities on digital platforms. For example, QR codes displayed on screens can encourage viewers to visit the brand’s page or participate in an online promotion.

By using video wall software, advertisers can dynamically change content, simplifying the adaptation of campaigns to the audience’s current needs. At the same time, digital signage players ensure high-quality playback of videos and interactive content, attracting more users.

Integration with modern tools such as pDOOH allows advertising to become more personalized and effective. This highlights the importance of combining technologies and social platforms in future marketing strategies.

Using QR codes and UTM tags

One of the most popular methods of integrating online and offline advertising is the use of QR codes. This simple and effective tool directs users from outdoor advertisements to a website or social media platform. By placing a QR code on a digital sign or poster, advertisers can guide the audience to specific pages, promotions, or contests on social networks.

Additionally, UTM tags are often used to measure the effectiveness of outdoor advertising. They help track traffic directed to a website via links from external sources, such as video ads on screens or interactive posters.

Example

To launch an interactive campaign, a brand can use a digital signage player to broadcast videos with embedded QR codes. For instance, during a promotion, the company might invite users to scan the code to participate in a giveaway, while UTM tags enable tracking the effectiveness of the advertisement in capturing the target audience’s attention.

Using unique hashtags and promotions

Combining hashtags with outdoor advertising is another way to connect offline and online channels. Advertising media can include calls to use specific hashtags on social media, encouraging audience engagement.

Example: In 2023, the Pepsi brand launched a campaign with the hashtag #PepsiChallenge, inviting customers to post photos with Pepsi bottles on Instagram. To support the promotion, Digital Out Of Home (DOOH) screens in major cities displayed the best participant posts, creating a viral effect and increasing audience involvement.

Broadcasting online content via outdoor screens

Digital technologies, such as DOOH software, open new opportunities for outdoor advertising. Large LED screens in urban areas now display not only commercial videos but also user-generated content from social media. This allows brands to integrate audience content into real-time advertising, boosting consumer loyalty and reach.

For example, user-created video ads can be shown on such screens using specialized software, enhancing interactivity and engagement.

Creating omnichannel advertising campaigns

Omnichannel marketing involves leveraging multiple platforms simultaneously to connect online and offline advertising. This could include combining outdoor advertising, like screen-based ads, with digital channels such as Instagram, TikTok, or YouTube.

Example: McDonald’s implemented an omnichannel strategy to promote its new menu. The campaign included billboards with QR codes for discount activation, redirecting users to the brand’s Instagram page. This approach reached the offline audience while engaging online users, increasing interest in the menu and driving more restaurant visits.

Geotargeting and personalization of outdoor advertising

Geotargeting allows advertisers to tailor messages based on the audience’s location. For instance, digital screens in shopping malls can display ads targeted at people in the area or those who have already shown interest in specific products or services online. This solution, enabled by DOOH Display Solutions, connects online activity with offline advertising, encouraging customers to visit stores or venues.

Example: Burger King used outdoor screens to promote its mobile app. The ads on the screens featured personalized offers with QR codes leading to deals available only to users within a few kilometers of the restaurant.

Live broadcasts and interactive screens

One of the most striking examples of outdoor advertising is live event broadcasts. For instance, DOOH networks can display event content while integrating social media. Calls to action, such as using hashtags or sharing experiences, boost online engagement and make the brand more visible in real time.

Advantages of integrating DOOH advertising with social media

Integrating DOOH advertising with social media offers businesses several benefits:

1. Audience engagement. Calls to action like QR codes or hashtags encourage consumer activity.  

2. Reaching different segments. Offline advertising through interactive campaigns on screens attracts the attention of those less active on social media, while online channels engage the digital audience.  

3. Increased sales. Combining offline and online approaches drives impulse purchases and brings customers into long-term marketing funnels.  

4. Branding. Creative content delivered through centralized video management systems improves brand recognition and elicits emotional responses from consumers.  

5. Performance analytics. The ability to track how advertising campaigns impact follower growth at specific times. Effective creatives attract new followers and enhance their loyalty.

Integration of digital and offline channels through modern solutions, such as software for DOOH, opens new opportunities for audience engagement and enhancing the impact of advertising campaigns.

The integration of advertising and social media is becoming an essential part of an effective marketing strategy. This approach allows companies not only to expand their reach but also to create more personalized and interactive advertising campaigns that engage with customers on multiple levels.

Technologies such as QR codes, hashtags, geotargeting, and live streaming make outdoor advertising not only more modern but also more accessible for actively involving audiences in the online space. With the right approach, advertising and social media can become a powerful tool for achieving business goals.

Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

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