What to Do After Your Billboard Goes Live

The first step seems simple but it is a critical part of the OOH post-launch process. You have to ensure that your billboard is live exactly as it was planned. Make sure to check that:

• The creative is correctly displayed
• Contrast and colors look right in real-world lighting
• Messaging is legible from a distance
• Digital rotations are operating as they were programmed and scheduled to (digital out-of-home)

Billboards perform even better when they are reinforced through digital channels. After launch, align your other advertising and marketing channels to support the message displayed on your placement. This can include:

• Paid search on branded keywords
• Social media content that references the campaign
• Landing pages tailored to billboard messaging
• Geo-targeted ads near the billboard location

While billboards aren’t as easily trackable via clicks, impressions, and time spent viewing, they can still be measured. After launch, make sure to monitor metrics like:

• Website traffic trends
• Branded search volume increases
• Store visits or foot traffic (if applicable)
• Phone calls or inquiries
• General engagement spikes on social media platforms

These signals help advertisers understand how billboards are influencing behaviors and whether their campaign setup is actually working.