6 Ways To Better Connect Digital Media To Out-of-Home Media in Kenya.

One of my ‘hobbies’, when stuck in traffic on Nairobi’s congested roads is taking a closer look at the billboards that line the highways which I call ‘billboard surfing’ :) On closer inspection, I’ve noticed so many things that I think can make or break a billboard’s effectiveness. Some billboards have copy that’s genuinely hard to read — either the text is too small or it blends into the background of the creative, making it difficult to read even when I’m stationary in traffic. And that’s just me sitting still — imagine trying to process all that while driving past at 80 kilometers per hour!

Even more baffling are the billboards that assume the audience already knows the brand and what they do. Often, they’re so abstract, the whole point is lost. There’s no call to action, no phone number, no WhatsApp contact, no email address, no website — sometimes, not even a unique URL for geographic tracking, which could help measure where the billboard seen. And don’t even get me started on the lack of QR codes that could make all the difference in linking traditional and digital marketing, especially in Kenya where we have over 10 million smartphone users.

This got me thinking about how outdoor or out-of-home (OOH) media in Kenya could benefit from leveraging digital elements. With that in mind, here are six things that can improve the performance of your OOH media and truly connect it to your digital strategy:

Readable & Concise Copy — If You Can’t Read It You Can’t ‘Act’ On It!

This one seems obvious, but you’d be surprised how many billboards get it wrong. If your target audience can’t read the message clearly as they drive or sit in traffic, the whole purpose is defeated. Many billboards feature small, blended text that’s practically invisible at a glance. To make your OOH media effective, ensure the copy is large, bold, and easy to read — even from a distance. You have just a few seconds to capture someone’s attention, so make it count.

Incorporate a Strong Call-to-Action (CTA) To Digital & Traditional ‘Destinations’.

A lot of billboards here in Nairobi assume the audience already knows what the brand is about. But abstraction doesn’t work when you have only a few moments to communicate with someone. What you need is a strong, clear call to action that spells out exactly what you want people to do. Whether it’s a phone number, a WhatsApp contact, or a simple instruction to visit your website, the goal is to leave people with something actionable. Without a CTA, you’re losing the opportunity to turn attention into engagement.

Use Digital Connectors: QR Codes & Unique URLs.

As I mentioned earlier, Kenya has more than 10 million smartphone users, which presents an enormous opportunity to incorporate digital connectors like QR codes intoOOH media. A scannable QR code can lead to a trackable, location-specific landing page that not only provides more information but also allows you to measure the effectiveness of each billboard placement. Plus, it’s a great way to create a seamless experience from offline to digital. For maximum effectiveness, pair it with a unique URL or code that can be tracked geographically to know exactly which billboard brought in the leads or even sales conversions if an e-commerce capability is part of the customer journey.

Leverage Geographical Tracking & Incentives.

One of the coolest things about combining digital with OOH is the ability to track engagement. You can assign unique URLs, phone and/or WhatsApp numbers, or even promo codes to specific billboard locations. This way, you can see which locations are performing better and adjust your strategy accordingly. And if you want to boost engagement further, why not offer an incentive? A discount, a coupon, or some other benefit tied to taking action will give people a reason to engage with a brand directly from the billboard.

Blend Traditional Media with Digital Media For A Seamless Experience.

Billboards shouldn’t be isolated from your broader marketing efforts. In fact, the most effective campaigns are those that create a seamless experience across both offline and online channels. Your billboard should act as an extension of what people are already seeing in your social media, on your website, or through other digital ads. For example, if you’re launching a new product, your OOH media should link back to an ongoing online campaign that gives people additional touchpoints to engage with your brand.

Invest in Digital Billboards.

The future of outdoor media is digital. Digital billboards allow for greater flexibility in messaging — you can change your content in real-time based on factors like the time of day, weather, or current events. You can even test different messages on the same billboard to see which one performs better. Plus, digital billboards can bring a data-driven approach to OOH media, giving you the kind of control and measurement that traditional billboards can’t offer.

Conclusion & Next Steps.

In conclusion, while traditional OOH media is great for visibility, it needs to evolve to be truly effective in today’s digital landscape. Readable copy, a strong call to action, and digital connectors like QR codes and unique URLs can make a world of difference in the performance of your outdoor ads. When you blend offline and online media into a seamless experience, you create multiple ways for your audience to engage with your brand. The key is to make your OOH media not just something that’s seen — but something that drives meaningful action.