5 strategies to make your DOOH campaigns pop

Here’s how higher ed institutions can make campaigns work harder:

Go big with DOOH: Where budget allows, experiment with full-motion displays or dynamic creative. In one campaign, we used dozens of screens during a high-traffic day and generated massive exposure in just 8 hours—what would’ve taken weeks to achieve in a traditional buy.
Match the creative to the moment: It sounds obvious, but many campaigns miss here. The most effective ads don’t just “fit” the media. They use it. Contextual alignment between message and placement makes a huge difference.
Think beyond traditional placements: Transit shelters, digital kiosks, even screens at race expos or sports arenas can be incredibly valuable. The trick is looking for places where your audience is captive, attentive, and primed for your message.
Let media lead the creative (not the other way around): Too often, we see institutions develop creative in isolation, then try to retrofit it into placements. Instead, let the media plan inform what kind of stories you tell. A great DOOH concept should feel made for that environment, not cropped and pasted from a different one.
Use geofencing and retargeting: Don’t stop at exposure. By geofencing event areas or high-traffic zones, you can collect first-party data from exposed devices and extend your campaign online. In one example, we turned three days of DOOH into a three-month digital retargeting program.

Amplifying DOOH with other paid media

DOOH shouldn’t exist in a silo. When integrated into a multichannel campaign, it can be the spark that kicks off a broader user journey, especially if you’re thinking strategically about timing and audience overlap.

Instant Insights /

Elevate your higher ed advertising game with this strategy

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