Have you ever seen a billboard ad on your way to work, only to notice the same brand pop up on your phone later that day? That’s no coincidence, it’s smart marketing.
In 2025, businesses in Australia need to go beyond standalone tactics. They need a cohesive strategy that blends the physical and digital worlds. That’s where combining digital advertising with out-of-home (OOH) media comes in.
This guide is for local business owners, marketing managers, and curious brand builders who want to understand—not just follow—a powerful trend. We’ll explore what this combo looks like, how it works, and how you can implement it without the confusion. And to make it more relatable, we’ll look at a real-world Aussie example that shows how this strategy delivers real results.
Why Combine Digital Ads with OOH Media?
Let’s start simple. Think of digital advertising as your scalpel: precise, targeted, and measurable. OOH media—like billboards, bus shelters, or grocery screen ads—is your megaphone: bold, unmissable, and ever-present.
When you combine them…
You get the best of both worlds:
- Digital drives clicks. OOH drives awareness. Together, they build trust.
- OOH creates a real-world presence that people can’t ignore, skip, or scroll past.
- Digital follows up with a call-to-action, link, or offer at the right time.
And most importantly, it creates a journey for your audience—one that feels natural, not forced.
A Real Example: Mad Mex’s Sales Boost with Data-Led Digital OOH
Let’s look at a case study that will really help you understand how this works in real life.
In 2023, Mad Mex, the popular Mexican fast-food chain in Australia, wanted to boost lunchtime sales across multiple locations. Instead of just throwing up digital ads online or doing a few billboards, they did something smarter.
What They Did:
- Identified Their Core Times: Using sales data, they found that foot traffic peaked during lunch (11 am – 2 pm) and after work (5 pm – 7 pm).
- Targeted Locations Based on Movement: They invested in digital out-of-home screens in busy shopping centres, public transport hubs, and grocery stores. The goal was to intercept hungry commuters and shoppers where they were physically present.
- Integrated Digital Remarketing: They then ran targeted social media and Google ads to those who had been near or exposed to their OOH ads. This was possible using mobile geo-location data.
- Timing Was Everything: Their DOOH ads dynamically changed based on the time of day—displaying lunch combos in the middle of the day and dinner offers later in the afternoon.
The Result?
- Sales jumped 9% during the campaign period.
- Brand awareness increased significantly in surveyed areas.
- The multi-channel experience led to a measurable lift in customer visits—both online and offline.
Why It Worked:
Because the campaign met customers where they were, in both the real and digital worlds. It wasn’t just about impressions. It was about relevance and timing.
How You Can Apply This Strategy to Your Business
Whether you’re running a café in Melbourne, a dental clinic in Brisbane, or a boutique retail brand online, this combo works if you build it right.
1. Start With Your Customer’s Journey
Ask: Where is my customer likely to see my message?
- On the street?
- On their phone during a coffee break?
- While grocery shopping?
Mapping this journey helps you identify OOH touchpoints and digital follow-ups that make sense.
2. Use Localised OOH Ads
You don’t need to dominate the Sydney Harbour Bridge billboard. Even smaller placements—like community boards, shopping centre TV screens, or train station panels—can drive awareness if they’re where your audience is.
Tip: At Shopa Marketing, we help small businesses get featured on local grocery store screens—perfect for reaching everyday shoppers.
3. Follow Up Digitally
Use digital ads to continue the conversation:
- Target by location (people near your OOH ad)
- Use remarketing to reach people who visited your site after seeing the OOH
- Customise messages based on specific time and location (like Mad Mex did)
Example: A billboard ad promoting “$10 Lunch Specials” should be backed up by a Google Ads campaign targeting searches like “lunch deals near me.”
4. Track What Matters
A major mistake many businesses make is failing to properly track their campaign performance.
Here’s what to monitor:
- Website traffic from geo-targeted areas
- Walk-ins during the campaign window
- Conversion rate on your landing page
- Social media engagement if using branded hashtags
Don’t expect magic overnight. But with consistency, you’ll see a cumulative effect as your brand becomes more familiar and trusted.
Common Mistakes to Avoid
- Running disjointed campaigns: If your digital ad says “20% off this weekend” and your billboard just says your business name, the message is lost. Sync them.
- Ignoring your data: Like Mad Mex, use your past sales data to decide where and when to show your ads.
- Forgetting the mobile link: Add a QR code or simple URL on your OOH ad. Let people take action immediately.
Why This Matters in Australia
Australians spend a LOT of time outdoors—walking, commuting, and shopping in physical locations. We’re also deeply connected to our phones.
This mix makes Australia a perfect market for OOH + digital integration. It’s not just a “big brand” move anymore. Local businesses across suburbs and cities are tapping into this trend, especially with affordable access to community-based screen networks.
It’s Time to Think Beyond Channels
In today’s crowded market, it’s no longer enough to show up in just one place. People live in both the physical world and the digital one—and they expect brands to show up consistently across both.
Combining digital ads with out-of-home (OOH) media isn’t about running two separate campaigns. It’s about creating a unified experience that tells your story across multiple touchpoints. OOH builds visibility and trust by being seen in the real world. Digital follows up with precision and personalisation—helping people take the next step.
As we saw with Mad Mex, this strategy can work wonders when it’s grounded in real data, local knowledge, and a clear understanding of your customer’s journey. Whether you’re targeting commuters, shoppers, or mobile browsers, the key is timing, location, and message consistency.
And here’s the best part—it doesn’t take a million-dollar budget to pull this off. With the rise of accessible OOH formats like digital screens in grocery stores, bus stops, and community centres, even small businesses in Australia can harness this strategy effectively. When paired with targeted digital ads, the result is a campaign that’s both memorable and measurable.
So, if you’ve been pouring money into digital ads without seeing the long-term brand lift you hoped for—or running billboards that don’t seem to convert—this hybrid approach might be exactly what your business needs.
Ready to See This in Action?
At Shopa Marketing, we specialise in bringing this powerful mix to life for Aussie brands—whether you’re a neighbourhood café, a growing retail chain, or a service provider trying to get more local leads. From creating engaging digital content to placing your brand on high-traffic local screens, we help your message show up where it matters most.
Let’s have a chat about how you can combine digital and out-of-home marketing to grow smarter—not just louder.
