Combining out-of-home (OOH) advertising with mobile and connected TV (CTV) retargeting is a smart multi-channel strategy that can boost brand recall, improve precision targeting, and drive conversions. Here's why this approach works and how it can be applied effectively.

1. Creating Initial Awareness with OOH Advertising

OOH advertising, such as billboards, transit ads, or digital displays in high-traffic areas, is ideal for reaching a broad audience. It’s particularly effective at creating awareness and sparking curiosity about a brand. For example, someone may see a captivating digital billboard while commuting to work or notice a clever transit ad during their daily routine.

These moments act as the first touchpoint in the customer journey, grabbing attention and planting a mental seed. Although OOH's broad reach can also drive down-funnel actions, retargeting on mobile and CTV essentially doubles down on the campaign’s effectiveness.

2. Reinforcing the Message Through Mobile and CTV

With geofencing and ad-tracking technology, companies like ours can identify individuals who have likely been exposed to OOH ads—like those who passed by a specific location where a billboard is displayed.

Once identified, these audiences can be precisely retargeted on mobile through personalized ads or on CTV through visually immersive content. This reinforcement boosts brand recall because it capitalizes on repetition—seeing a message across different formats increases the likelihood of retaining it.

For instance, imagine someone sees an OOH ad for a new fitness app during their daily commute. Later that evening, they see a targeted ad for the same app on their smart TV while watching their favorite show. That follow-up exposure makes the brand more memorable and builds trust in the consumer's mind.

3. Personalized and Dynamic Targeting

The beauty of combining OOH with mobile and CTV is the degree of precision you can achieve. Using real-time location data and audience segmentation, advertisers can tailor what kind of ads follow the OOH exposure. Mobile and CTV platforms allow for dynamic content that adjusts based on audience preferences and behaviors.

For example, a retailer might run a billboard campaign promoting a weekend sale. People within a certain radius of the store who saw the ad could later receive a mobile notification with a coupon for that sale, or they might see a time-sensitive CTV ad encouraging them to shop online. This level of personalization increases the likelihood of engagement and conversion.

4. Driving Better Conversion Rates

Retargeting naturally leads to better conversion rates because it focuses on audiences who have already shown some level of interest. By combining the broad reach of OOH with the targeted capabilities of mobile and CTV, brands can maximize their ROI.

For example, a streaming service might launch a billboard campaign in urban centers to promote a new series. They can then retarget people in those areas with CTV ads showing trailers or mobile ads linking directly to the series page, making it easy for users to take the next step. These touchpoints work together to lead the audience from awareness to action.

5. Building a Seamless Multi-Channel Experience

A multi-channel strategy like this also ensures that your brand maintains a consistent presence in a consumer's life. When the visuals, messaging, and tone align across OOH, mobile, and CTV, it creates a cohesive brand narrative that feels natural rather than disruptive.

Key Takeaways for Implementation

• Leverage location-based data: Use geofencing to identify audiences exposed to OOH ads and connect them to mobile and CTV targeting.
• Create complementary content: Ensure your ads tailor their message across each platform (e.g., brief teasers in OOH, detailed storytelling on CTV).
• Test and analyze: Measure performance across all channels to see how well your strategy is driving engagement and conversions.

By combining the power of OOH’s high visibility with the precision and interactivity of mobile and CTV platforms, you can create a multi-channel campaign that leads to greater brand awareness, stronger customer connections, and improved ROI.