Social Media Marketing and OOH

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Water and fire, oil and vinegar, nails on a chalkboard—some things historically clash and can’t work together.

Social media marketing and out-of-home (OOH) advertising seem worlds apart, like polar opposites, but they are much more powerful together than apart.

Use the two together, and you’ll have a high-powered duo capable of extraordinary reach, increased engagement, and top-tier brand recall. A multi-channel approach is one of the best things you can do for your message (see The “Well-Rounded Walter” Plan).

A Little Background

Social media marketing

Everything online in the digital landscape: regular posting on major platforms, sponsored ads, and even blog content (like this one).

OOH advertising

Grounded in the physical world, seen whenever you’re out of your home—get it? There’s an abundance of formats: transit ads, airport kiosks, and, of course, billboards.

Push Notifications (On)

Leveraging the right social platforms for your campaign goals is vital. The major players and their audiences:

LinkedIn

Professional audiences

Instagram

Younger, trendier crowds

Facebook

Established family and community groups

Starting your campaign on social media is a great way to gauge who your audience is and learn their lifestyles, speech patterns, and interests. Post regularly based on their most active times.

Mark Your Territory

Now that you’ve gotten a feel for the social media field, it’s time to ramp up reach and visibility by finding an extremely busy location and setting up shop with an unforgettable billboard.

You’ll choose between the two primary mediums: digital & traditional OOH. Digital OOH (DOOH) allows for bright displays and multiple messages, while traditional OOH is static and constantly displays one message.

Your social stakeout shows you where your audience is. Now get ’em there.

A Piece of Advice

Multi-channel marketing with social media and OOH has a few unspoken rules for keeping your messaging polished and effective:

1

Stay consistent

Keep brand messaging consistent across all channels for a cohesive and united message that keeps audiences focused.

2

Be action-oriented

OOH is great for awareness, but social media is a perfect tool for conversion, so give viewers a way to act.

3

Collaborate

Partner with major names in your industry for striking billboard visuals and interesting social content that bridges both channels.

Better Together

Pair the reach of OOH with the engagement of social media for a balanced, high-performing campaign.

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