How DOOH Advertising Can Drive Organic Traffic to Your Website
As an advertising channel that’s typically associated with brand awareness or direct response campaigns, digital out-of-home advertising can play a significant role in driving organic traffic to your business website. DOOH advertising involves placing dynamic, high-impact visuals on digital screens in public spaces such as shopping centres, transport hubs, and busy streets. Using this method, you can capture your target market’s attention in real-time and highly relevant locations.
When integrated into a broader digital marketing strategy, DOOH advertising enhances your online presence and encourages sustained engagement from potential customers. Here’s how it can help you achieve this goal.
Creating Brand Awareness in High-Traffic Areas
By putting your brand in front of large audiences, DOOH advertising ensures that it’s seen by people in high-traffic locations. Be it a bustling city centre or a crowded train station, DOOH ads can place your message in a space that reaches individuals who may not yet know your business. Such levels of exposure encourage people to search for your brand online, which can then drive organic traffic. Bringing your brand closer to your target market also increases familiarity and the likelihood that this group of people will engage with your business website when given the opportunity.
Encouraging Curiosity with Eye-Catching Visuals
The power of DOOH lies in its ability to deliver visually striking and creative content that captures attention. This form of advertising features dynamic videos, bold imagery, and interactive elements that intrigue viewers and spark curiosity about your business. When people remember your message and look up your website out of interest, it results in valuable organic traffic from genuinely interested users.
Leveraging Localised Content
One of DOOH’s standout features is its ability to tailor content to specific locations. You can display promotions or messages relevant to particular areas, events, or demographics. For example, an ad featuring a limited-time offer in a nearby shop encourages people to search your business online for further details. This strategy strengthens your presence in local search results and boosts organic visibility.
Promoting Social Media Hashtags or Campaigns
DOOH can bridge the gap between offline and online engagement by featuring unique hashtags, slogans, or campaigns. When users share their experiences on social media using your hashtag, it amplifies your campaign’s reach. This activity indirectly drives more people to search for your brand and visit your website. It’s one of the many ways in which brand-generated buzz leads to increased organic traffic.
Displaying QR Codes for Easy Access
While QR codes often facilitate direct traffic, they can also have a longer-term impact on organic reach. When someone scans a QR code on a DOOH ad, visits your website, and then searches for your business, search engines interpret this behaviour as genuine interest. This kind of engagement can improve your search engine rankings over time.
Highlighting Unique Selling Points (USPs)
DOOH campaigns allow you to clearly showcase what makes your business unique. Whether it’s an exclusive product, an innovative service, or a limited-time discount, presenting your USPs using DOOH ads encourages viewers to learn more. Once your potential customers are hooked, they’re likely to search for your website organically, increasing site visits from genuinely interested audiences.
Integrating Interactive or Gamified Elements
There are also interactive DOOH screens that can engage passers-by with games, polls, or other interactive content. By linking these experiences to your website—such as by offering prizes that are redeemable online or showcasing leaderboards—you encourage users to visit your site after engaging with your ad. Using gamification in this way creates memorable experiences that drive repeat visits and interest.
Aligning Campaigns with Trends or Current Events
Timely and trend-driven content on DOOH displays can resonate with audiences on a deeper level. Ads tied to major sporting events, holidays, or trending topics, for example, are more likely to catch attention and be searched online. This can drive visitors who are interested in your take on the trend or promotion to visit your online platform.
Reinforcing Multi-Channel Campaigns
DOOH works best when part of an integrated marketing strategy. For instance, pairing it with social media, email campaigns, or paid ads ensures consistent messaging across platforms. When customers encounter your brand across multiple touchpoints, they’re more likely to search for your website later.
Building Trust with High-Quality Ad Placement
DOOH advertising is often associated with premium ad placements in busy, well-known locations. This association can elevate your brand’s credibility and trustworthiness. When people view your ad, they subconsciously equate its presence in prime locations with the legitimacy of your business. As a result, they’re more likely to look for your brand online, contributing to organic traffic growth.
Making the Most of DOOH Advertising
Digital out-of-home advertising is a versatile and impactful tool that does more than build brand awareness—it drives meaningful traffic to your website. When used as part of a multi-channel strategy, DOOH doesn’t just support short-term goals; it fosters long-term engagement and helps your business grow sustainably. With the right approach, DOOH advertising can become a cornerstone of your strategy to improve organic traffic and solidify your online presence.
