OOH and Digital: How to Create Integrated Campaigns

In Mexico’s fast-evolving advertising landscape, brands can no longer afford to treat Out-of-Home (OOH) and digital marketing as separate channels. The strongest results come when both work together, creating a synergy that drives visibility offline and engagement online.

From hashtags on billboards to QR codes that connect physical ads to mobile experiences, integrated campaigns allow advertisers to capture attention in the streets and continue the conversation on digital platforms.

Cross-Channel Strategies: When OOH Meets Digital

The key to successful integration is making sure that messages are consistent across channels while adapting to each medium’s strengths.

• OOH builds awareness: Billboards on Reforma in Mexico City or Constitución Avenue in Monterrey provide mass visibility.
• Digital drives engagement: Social media and search ads allow for deeper interaction, clicks, and conversions.
• Together they amplify impact: People see a billboard offline, then interact with the brand online, closing the marketing loop.

👉 According to the Out of Home Advertising Association of America (OAAA), campaigns that combine OOH with digital achieve significantly higher recall and conversion rates compared to single-channel campaigns.

QR Codes and Hashtags on Billboards

Adding digital elements to billboards is one of the simplest and most effective ways to connect offline and online.

• QR Codes: Instantly direct people to a landing page, app, or store promotion.
• Hashtags: Encourage audiences to post about the campaign on social media, creating user-generated content.
• Short links: Make it easy for passersby to remember and visit a brand website.

📌 Real Example: In 2023, Coca-Cola México launched a summer campaign with QR codes on DOOH screens in shopping malls and bus shelters in Guadalajara and Monterrey. Scanning the code led users to Spotify playlists and Instagram filters, merging outdoor visibility with digital interaction.

Social Media Synergy

Billboards can spark social conversations when they feature bold, shareable creative.

• DOOH screens allow dynamic content, like live countdowns or social media feeds.
• Interactive campaigns use geotargeting—users see a billboard and then receive a related ad on Instagram or Facebook.
• Photo-worthy designs encourage people to take pictures and share them online, extending reach beyond the physical location.

📌 Real Example: In Mexico City, Netflix promoted the series La Casa de Papel with a giant billboard showing dynamic messages that changed daily. Fans shared the creative on social media using the hashtag #LCDP, generating millions of impressions both offline and online.

Case Studies in Mexico

🎶 Music Festivals – Vive Latino

• Billboards across CDMX displayed event hashtags weeks before the festival.
• DOOH screens updated in real-time with artist lineups and ticket availability.
• Fans used hashtags on Twitter and Instagram to share excitement, driving organic reach.

🛍 Retail – Liverpool Department Stores

• Billboards with QR codes directed audiences to online-exclusive discounts.
• Retargeting ads on Facebook and Instagram reached users who interacted with the codes, boosting conversions.

🌴 Tourism – Visit Mexico

• OOH billboards in airports like Cancún and CDMX showed hashtags like #VisitMexico.
• The campaign was tied to YouTube ads and Instagram stories promoting destinations such as Riviera Maya and Oaxaca.

Key Takeaway

OOH and digital are no longer separate worlds—they are partners in creating integrated campaigns.

• Use OOH for visibility and digital for interaction.
• Add QR codes and hashtags to bridge offline and online.
• Build campaigns that people can see, share, and engage with across channels.

📌 Bottom line: In Mexico, the most effective marketing strategies combine the physical impact of OOH with the engagement power of digital, ensuring your brand stays visible in the street and in the palm of your audience’s hand.