How the Right Location in Digital Out-of-Home Advertising Increases Sales by 20–30%

In marketing, people often debate creativity, budget, frequency, targeting.

But one thing determines everything — the location where your ad lives.

Digital out-of-home (DOOH) has one big advantage: it plays in the real world, where people naturally spend money. And that's exactly why choosing the right screen is absolutely crucial. The right placement can lift campaign results by 20–30%. In some cases even more.

1. Location = context. And context sells.

A billboard is not just a billboard.

And a screen is not just a screen.

The difference between "they saw it" and "they bought it" lies in the context of the moment in which you reach the person.

Example from the world: Coca-Cola – proximity campaigns

Coca-Cola has been using DOOH for years in places of immediate consumption — in front of supermarkets, near food courts, at gas stations, in pedestrian zones.

The result?

Campaigns running in close proximity to the point of purchase perform 28–32% better than generic brand placements (data from Globally Storytelling for OOH, JCDecaux and Coca-Cola European Partners).

Not because the visual is different.

But because the person is already in a buying mindset.

2. Hyperlocal data changes the game

Ten years ago, OOH was bought based on intuition.

Today it's bought based on pedestrian routes, dwell time, proximity to points of interest, and the daily rhythm of a city.

What does the brand gain?

• ads placed where the probability of purchase is truly high
• an audience that has the right buying mindset and intent
• effectiveness you can't get online (no scrolling, no skipping)

Example from the world: McDonald's

McDonald's has long used "wayfinding" OOH — screens at exits, underpasses, pedestrian flows, near food courts.

Precise targeting on routes with the highest footfall brings double-digit increases in visits, while some campaigns (UK, DE) report a 20–25% increase in sales of the promoted products.

Not creativity — but location.

3. The biggest mistake brands make: they buy screens, not people's movement

This is the weak point of many OOH and DOOH campaigns — they choose "nice screens," not the ones where people actually are and make purchases.

What does a good location selection bring?

• reach among people who can physically buy
• higher attention (high dwell time = longer viewing)
• lower media waste
• immediate impact on revenue

Example from the world: Tesco – impulsive decisions

Tesco UK tested DOOH at store entrances vs. random city locations.

The difference in sales was +18% for screens placed at the last step before entering the store.

That's exactly the moment when advertising works as a "psychological trigger."

4. How to get the most out of it in practice (including on Lurity screens)

a) Plan the campaign according to the customer's route

Brands that think this way achieve the strongest results:

• How does the person move?
• Where do they decide?
• Where do they spend?

Choose screens based on the campaign goal, not random "top locations."

b) Consider the consumer's purchasing rhythm

Pre-Christmas sales a few weeks before Christmas work psychologically differently than a few days before Christmas or right after. With us, you can change creatives anytime without any fees — exactly according to consumer psychology.

c) For retail campaigns, proximity is the most important principle

The ad must be close to the purchase.

Literally: a few meters from the place where the decision is made.

d) Use short, clear creative

A few seconds of audience attention = a short and direct message, contrast, large typography, large product, strong call to action.

5. Why does all of this work?

Very simply — because out-of-home is the medium of the final impulse.

Online, people ignore banners.

But in the city, the ad catches them exactly where they are already acting.

That's the main reason why the right location makes the difference between:

• a "nice" campaign
• and a campaign that actually increases sales

Final summary: Location is 80% of DOOH campaign success

When brands invest in creativity and media but ignore location selection, they lose the biggest potential of their campaign.

Whether you're doing retail, fast food, FMCG, or services — if you hit the moment and the place, you hit the results.

And this is exactly why we at Lurity invest in:

• strong locations in top shopping centers
• screens with the highest dwell time
• software where clients can see real statistics

So if you want a functional and effective campaign, it's time to start seeing DOOH as a mandatory part of your media mix.