14 Best Digital Out-of-Home Ads That Drove Real Results

1) The NBA: Real-time playoff updates

• The challenge: To build excitement for the 75th playoff anniversary and capture the attention of both current fans and new viewers.
• The solution: The NBA launched a dynamic DOOH campaign using a single ad template. A DOOH DSP automatically populated it with local game countdowns, live scores and even live fan tweets, scaling the campaign nationwide with minimal effort. This was coordinated with Twitter (now X) takeovers.
• The result: The campaign drove a 25% increase in tune-in intent and a 7% gain in brand awareness, reaching millions of potential viewers.
• Awards: This campaign won OAAA Media Plan of the Year and was a finalist in The Drum Awards Out of Home — Best Use of Programmatic.
• Read the full NBA case study here.

2) Mad Mex: Breaking away from the norm

• The challenge: The Australian-based restaurant wanted to drive in-store traffic by reaching hungry consumers at the right time.
• The solution: Mad Mex used its own store-level sales data to activate ads programmatically when and where its audience was most likely to be. The creative message was dynamically tailored to monthly data, emphasizing taste, health or value based on what was driving sales at that specific location.
• The result: The campaign exposed 2.9 million consumers to the ads and generated a 9% increase in sales.
• Download your copy of the Mad Mex case study here.

3) New Balance: Influencer marketing in the (urban) wild 

• The challenge: To celebrate Dutch athlete Femke Bol's victory at the Budapest championship and connect the brand to a moment of national pride.
• The solution: The campaign was highly responsive. It started with creative boosting Femke's spirits before the race, then seamlessly shifted to celebratory creative after she won. By using dynamically adjustable ads, New Balance streamlined the campaign to fit all screen sizes efficiently.
• The result: By advertising in real-time, New Balance became part of the victory celebration, earning positive perception from Dutch audiences by feeling timely and personal.

4) Guinness: The official beer of winter

• The challenge: To position Guinness as the quintessential beer of winter in Australia.
• The solution: "The Guinness Brewery of Meteorology" campaign used real-time weather triggers. Ads were programmed to appear only when the temperature dropped, ensuring Guinness popped up just when Aussies were feeling the chill. Screens were targeted near Guinness-serving pubs.
• The result: The campaign delivered impressive results, with an 18% increase in revenue YOY, 15% uplift in foot traffic to pubs, 3pt growth in brand salience and 17% increase in brand power, proving its effectiveness in turning weather into a sales driver.
• Awards: This campaign won the inaugural JCDecaux PROGRAMMATIC Campaign of the Year 2023/24 and The Drum Awards for Marketing APAC and globally.

Read the full Guinness case study here..

5) Rain-X: Using the weather to market

Rain-X launched a digital out-of-home campaign aimed at increasing sales when their product mattered most. Instead of bombarding drivers with generic ads, they tapped into the rhythm of the weather. When rain poured down, Rain-X was right there, seamlessly blending their message with the atmosphere.

Why we love it:

• Weather magic: Rain-X used weather triggers to sync their ads perfectly with changing weather patterns, showcasing their knack for timing and relevance — it's one of the most clever OOH ads on this list.
• Bullseye targeting: Armed with data insights, Rain-X hit the bullseye, reaching their ideal audience in the right place at the right time.
• Access to the product: Strategically placing ads near Rain-X retailers drove foot traffic and tempted shoppers to stock up on ClearView.

> Learn more about this campaign

6) Aperol: Perfectly poised, weather-triggered DOOH

• The challenge: To maximize audience engagement and associate the Aperol Spritz with perfect summer weather.
• The solution: Aperol used programmatic technology to activate their ads only during ideal "summer cocktail weather" — above 66°F (19°C). Ads were strategically placed near social hubs and high foot-traffic areas.
• The result: The campaign brilliantly harnessed weather triggers, ensuring maximum exposure to their target audience at the precise moment they were most inclined to enjoy a refreshing drink outdoors.

7)  Lifeblood: Using DOOH to drive donations 

• The challenge: To convert general public support into immediate blood donations precisely when supply levels were critically low.
• The solution: Lifeblood used a pDOOH campaign linked to its live Blood Supply API. Ads dynamically activated near donor centers only when local blood types were "Low," showing the specific need and a state-based CTA.
• The result: The campaign directly increased donor center visits (confirmed by a footfall study) and drove higher awareness, consideration and intent to donate.
• Awards: This campaign won at the MFA Awards for Behaviour Change and Best Use of Screens.
• Read the full Lifeblood case story here.

8) Vandebron: Tying the brand with a purpose

• The challenge: The Dutch energy company aimed to empower electric vehicle (EV) owners to charge their vehicles with the greenest energy possible.
• The solution: Vandebron created a "Green Energy Forecast" that crunched data to pinpoint the greenest charging times. Dynamic banners delivered these personalized, data-driven messages to areas with a high density of EV owners.
• The result: The campaign turned data into action, empowering consumers to be part of the brand's sustainability story and giving them a sense of shared responsibility.

> Learn more about this campaign

Campaigns that drove foot traffic and measured real-world action

9) DoorDash: Keeping up with audiences on the move  

• The challenge: The delivery platform needed to recruit new Dashers and keep the brand top-of-mind.
• The solution: DoorDash ran a campaign that blended static and video ads, using real-time optimizations to increase reach in lower-performing locations. Critically, they connected their outdoor and mobile advertising, retargeting consumers on their mobile devices after they were exposed to the digital signage.
• The result: The strategy led to a 6% increase in intent to sign up as a Dasher and a 22% increase in consideration to work for DoorDash.
• View the full DoorDash case study here.

10) Travel Texas: Inspiring the love to explore

• The challenge: To draw in new visitors (Gen X families, millennials and boomer travelers) to Texas.
• The solution: The "Let’s Texas" campaign used day-parting and tailored messaging for its key demographics. It also used mobile retargeting to extend the campaign's reach, keeping Texas top-of-mind long after the initial encounter.
• The result: The campaign was highly effective. Those who saw the ads were three times more likely to plan a trip to the Lone Star State.
• Awards: The campaign was recognized as an OAAA Media Plan Award and a Travel and Tourism Gold winner by The Drum Awards for Marketing Americas.
• Read the full Travel Texas case study here. 
  
  

11) Jack in the Box: Sizzling success with a cheddar-loaded cheeseburger

In one of our more delicious digital OOH advertising examples, Jack in the Box launched an out-of-home campaign to promote its new Cheddar Loaded Cheeseburger and drive foot traffic to its restaurant locations. Leveraging static and video out-of-home creatives, the campaign unfolded across indoor and outdoor venues, captivating consumers at every touchpoint. In the end, the brand was able to drive an impressive 1.3 million hungry customers to their doors.

Why we love it: 

• Visual feast: With eye-popping visuals and mouthwatering video ads, Jack in the Box didn't just grab attention – they held it.
• Strategic conquesting: Jack in the Box targeted customers frequenting competing fast-casual restaurants, seizing key moments to showcase their irresistible menu item.
• Precision proximity: The brand’s proximity targeting strategy honed in on consumers within a 2-mile radius of its locations, placing them right where their customers are, ready to satisfy their cravings.

> Learn more about this campaign

12) Church’s Texas Chicken®: A meal to satisfy your cravings

• The challenge: To increase foot traffic to its QSR locations across the country.
• The solution: The brand used data-driven insights and location-based targeting to reach its audience across a mix of outdoor media venues. It also used device ID passback for mobile retargeting, enticing hungry diners with personalized offers.

The result: The campaign was highly effective, generating a staggering 19.6 million impressions and 2.4 million store visits, with an exceptionally high store conversion rate of 12.2%.

Campaigns that used immersive creative to build a brand moment

13) Nike Air Max: Creating a moment with out-of-home

• The challenge: To captivate a global audience and generate buzz for new Air Max designs.
• The solution: Nike used an innovative 3D digital billboard in Tokyo. The ad featured a periodically opening shoebox that revealed different Air Max designs, creating a sense of suspense and anticipation.

The result: The captivating 3D design went viral, transforming a local outdoor campaign into a global social media phenomenon and one of the most talked-about examples of creative billboard advertising.