Omnichannel marketing continues to evolve as new channels emerge and consumer behaviors shift. The path to purchase is no longer linear, and brands are challenged to create experiences that feel connected across every stage of the journey, from digital interactions to real-world engagement.
Digital out-of-home (DOOH) plays a key role in bridging this gap. Combining real world impact with the precision of online campaigns, DOOH connects brand storytelling and performance, helping fuel these upper- and lower- funnel objectives by ensuring your message is seen consistently across the environments where influence and consideration live.
In a time of intensifying competition for attention, with consumers encountering an estimated 4,000 to 10,000 ads per day, embracing new channel strategies is more important than ever. Here are three ways you can integrate DOOH into your omnichannel media mix to reach your target audience and drive measurable results.
Marketers today have access to more comprehensive audience data than ever before. From shopper and lifestyle insights to behavioral and demographic information, you can use this data to tailor campaigns to best resonate with your target audience.
Through first and third-party data sources, you can extend your existing online audience targeting strategies into DOOH. This lets you reach the same consumers across different environments with a message that feels consistent and connected, whether they’re online or out in the world.
That strategy came to life for Sea-Doo, which used programmatic DOOH to reach outdoor enthusiasts and adventure seekers across the U.S. The campaign applied Foursquare audience data to target adults aged 25-64 with household incomes over $60k, as well as consumers interested in off-road vehicles, boats and performance vehicles. Using proximity targeting, Sea-Doo connected with these audiences near beaches, lakes and other relevant locations, also leveraging weather triggers to adapt creative messaging based on local conditions.
The campaign delivered impressive results, driving a 5% lift in awareness, 43% lift in consideration and an 80% lift in purchase intent. Viewers were also 32% more likely to have a favorable opinion of Sea-Doo and were more likely to recommend the brand to friends or family.
As consumer journeys grow more complex, shoppers often need multiple touchpoints — on average eight — before taking action.
Retargeting is a common tactic used to deliver these additional touchpoints and guide consumers toward conversion. Easily applied to DOOH through device ID passback, you can retarget individuals who have been exposed to your campaigns across mobile, CTV, display, social and audio channels. This approach allows DOOH to feed into and amplify other digital campaigns, creating a unified strategy that drives more consistent and measurable results. In fact, research from OAAA shows that 76% of recent DOOH ad viewers said they took action after seeing an ad, including visiting a brand’s website, searching for it online or making a purchase.
Travel Texas used this strategy to inspire Gen X and Millennial travelers to plan their next trip. As part of a broader campaign spanning TV, audio, digital, social and print, the brand used programmatic DOOH to deliver contextually relevant messaging across billboards, malls, airports and other high-traffic venues. Using device ID passback, Travel Texas retargeted exposed audiences on mobile to reinforce its message and drive conversions.
The campaign drove a 176% increase in travel to Texas, a 94% rise in website traffic and a 78% lift in intent to plan a trip, proving how DOOH connects online and offline engagement within a unified omnichannel marketing strategy.
Similarly, DoorDash used DOOH to support recruitment efforts, targeting prospective delivery drivers across key markets and then using Vistar’s device ID passback solution to reach those same audiences on mobile with ads promoting app downloads and sign-ups. This effort achieved a 22% increase in consideration to work for DoorDash and a 6% increase in intent to sign up as a Dasher.
In a landscape where every dollar is expected to prove its value, understanding what actions consumers take after seeing an ad is critical. Measurement solutions built specifically for DOOH give you the ability to track ROI using the same KPIs as your other channels.
Brand studies: Measure lift in brand metrics such as awareness, consideration, purchase intent and brand favorability.
These measurement capabilities give marketers clear visibility on if their DOOH advertising is moving the needle on the upper- or lower-funnel metrics that are most important.
Omnichannel marketing works best when every channel adds meaning to the next. The goal isn’t just to reach people but to connect every moment, from a mobile impression to a real-world encounter, into one cohesive experience that builds trust over time.
DOOH brings that idea to life by blending the targeting power of digital with the real-world impact of out-of-home, turning consistent storytelling into measurable results.
As the lines between online and offline continue to blur, DOOH is becoming the bridge that makes true omnichannel marketing possible – helping brands connect every channel, reinforce their story and create experiences that stay with people long after they’ve seen the ad.