Retargeting OOH – new retail marketing standard for OOH advertising
The competitive nature of the fashion industry demands that brands continuously innovate their marketing strategies to drive foot traffic and boost customer engagement. The 4F campaign is a prime example of how advanced OOH retargeting can significantly enhance the effectiveness of traditional OOH advertising, delivering outstanding results. The campaign was executed by AMS in collaboration with retargetingOOH.com, combining classic OOH formats with an innovative retargeting OOH solution that unlocks the powerful synergy between offline and online channels.
Campaign objectives
Business objective:
-Increase foot traffic to 245 brick-and-mortar 4F stores across Poland.
Media Objectives:
-Enhance the effectiveness of the OOH campaign by re-engaging audiences through display ads in mobile apps and redirecting their interest to the brand’s website.
-Drive engagement (CTR) among individuals exposed to the OOH campaign and increase the conversion of OOH exposure into in-store visits.
-The campaign's impact on store visits was measured, allowing its effectiveness to be verified.
-Increase foot traffic to 245 brick-and-mortar 4F stores across Poland.
Media Objectives:
-Enhance the effectiveness of the OOH campaign by re-engaging audiences through display ads in mobile apps and redirecting their interest to the brand’s website.
-Drive engagement (CTR) among individuals exposed to the OOH campaign and increase the conversion of OOH exposure into in-store visits.
-The campaign's impact on store visits was measured, allowing its effectiveness to be verified.
Creative from the 4F campaign
Campaign execution
OOH advertising:
-The campaign was carried out in 72 cities across Poland.
-Reach: 2,764,861 individuals were within the range of the OOH ads.
-Strategic selection of OOH formats to maximize engagement and campaign impact.
-The campaign was carried out in 72 cities across Poland.
-Reach: 2,764,861 individuals were within the range of the OOH ads.
-Strategic selection of OOH formats to maximize engagement and campaign impact.
Reach of the 4F OOH campaign
Retargeting OOH:
-Targeted individuals who had seen the OOH ad and re-engaged them through display ads in mobile apps.
-17,691 users interested in the offer were redirected from the mobile ad to the 4F website.
-Targeted individuals who had seen the OOH ad and re-engaged them through display ads in mobile apps.
-17,691 users interested in the offer were redirected from the mobile ad to the 4F website.
Retargeting OOH follows the target audience who were within the range of the 4F OOH campaign.
The visualization above shows the day-by-day concentration of interest in the advertisement in the Trójmiasto area and its surroundings.
Campaign results
The campaign delivered impressive results:
-195,396 consumers visited 4F stores after being exposed to the OOH campaign.
+52% increase in store visiting following exposure to the OOH ads.
+104.8% increase in foot traffic among those who saw both the OOH ads and the OOH retargeting display ads.
-The offline and online synergy led to a 201% boost in the overall effectiveness of the OOH campaign.
+279% increase in store visits among users who clicked on the OOH retargeting ad.
-195,396 consumers visited 4F stores after being exposed to the OOH campaign.
+52% increase in store visiting following exposure to the OOH ads.
+104.8% increase in foot traffic among those who saw both the OOH ads and the OOH retargeting display ads.
-The offline and online synergy led to a 201% boost in the overall effectiveness of the OOH campaign.
+279% increase in store visits among users who clicked on the OOH retargeting ad.
Impact of the campaign on the increase in 4F store visits during the campaign period
Key takeaways
1. Combining OOH and retargeting OOH maximizes in-store traffic
-Integrating traditional outdoor advertising with digital solutions leads to significantly more store visits than OOH-only campaigns.
2. Retargeting OOH enhances user engagement
-Sequential messaging increases the likelihood of consumer interaction after ad exposure.
-Advanced analytics enable precise targeting and optimization of future campaigns.
3. Global potential of retargeting OOH
-With standardized operations and access to over 3 billion consumers worldwide, OOH retargeting holds the potential to boost the effectiveness of OOH campaigns on a global scale.
-This is especially important for marketers operating across international markets, where consistent standards and performance benchmarking are essential.
1. Combining OOH and retargeting OOH maximizes in-store traffic
-Integrating traditional outdoor advertising with digital solutions leads to significantly more store visits than OOH-only campaigns.
2. Retargeting OOH enhances user engagement
-Sequential messaging increases the likelihood of consumer interaction after ad exposure.
-Advanced analytics enable precise targeting and optimization of future campaigns.
3. Global potential of retargeting OOH
-With standardized operations and access to over 3 billion consumers worldwide, OOH retargeting holds the potential to boost the effectiveness of OOH campaigns on a global scale.
-This is especially important for marketers operating across international markets, where consistent standards and performance benchmarking are essential.
Expert comments
Anna Zając, Head of marketing, 4F
– Combining DOOH and retargeting allowed us to leverage the strengths of both channels—maximizing offline reach and amplifying the message online. We are extremely pleased with the results of the campaign, which helped us achieve our goal of driving customers to 245 brick-and-mortar 4F stores. The audience profile generated through retargeting will enable us to plan our future advertising communication even more effectively.
Tomasz Muraszko, Director of offer strategy, AMS
– The challenge of increasing in-store traffic requires brands to continuously innovate their marketing strategies. The 4F campaign is a great example of how combining the power of DOOH with digital engagement enables fully omnichannel strategies that boost both the effectiveness and efficiency of campaigns.
Piotr Zagórski, CEO, retargetingOOH.com
– Retargeting OOH is not just a tool for leveraging offline and online synergy in local campaigns. Its scalability allows brands to seamlessly expand campaigns across regions while ensuring consistent execution, audience engagement, and measurable impact. Our solution enables marketers to standardize performance metrics and optimize OOH investments on a global level, making it a key solution for internationally operating brands seeking to increase the ROI of their marketing efforts.
– Combining DOOH and retargeting allowed us to leverage the strengths of both channels—maximizing offline reach and amplifying the message online. We are extremely pleased with the results of the campaign, which helped us achieve our goal of driving customers to 245 brick-and-mortar 4F stores. The audience profile generated through retargeting will enable us to plan our future advertising communication even more effectively.
Tomasz Muraszko, Director of offer strategy, AMS
– The challenge of increasing in-store traffic requires brands to continuously innovate their marketing strategies. The 4F campaign is a great example of how combining the power of DOOH with digital engagement enables fully omnichannel strategies that boost both the effectiveness and efficiency of campaigns.
Piotr Zagórski, CEO, retargetingOOH.com
– Retargeting OOH is not just a tool for leveraging offline and online synergy in local campaigns. Its scalability allows brands to seamlessly expand campaigns across regions while ensuring consistent execution, audience engagement, and measurable impact. Our solution enables marketers to standardize performance metrics and optimize OOH investments on a global level, making it a key solution for internationally operating brands seeking to increase the ROI of their marketing efforts.
Summary: retargeting OOH is the future of retail media ecosystem
The 4F campaign confirms the transformative potential of combining OOH strategies with digital advertising. Integrating OOH retargeting OOH with traditional outdoor media led to a 201% increase in effectiveness in driving customers to stores—setting a new benchmark in the fashion industry.
4F campaign case study highlights the growing importance of merging offline and online strategies in marketing, resulting in a higher return on investment and a more efficient consumer journey.
Retargeting OOH connects traditional OOH advertising with the retail media ecosystem—a rapidly growing segment of the advertising market, currently estimated to be worth $180 billion globally in 2025 (source: Alight).
4F campaign case study highlights the growing importance of merging offline and online strategies in marketing, resulting in a higher return on investment and a more efficient consumer journey.
Retargeting OOH connects traditional OOH advertising with the retail media ecosystem—a rapidly growing segment of the advertising market, currently estimated to be worth $180 billion globally in 2025 (source: Alight).
About retargetingOOH.com
retargetingOOH.com offers retargeting OOH solutions that seamlessly connect offline campaigns with online activities, helping global brands achieve better performance. With a reach of 3.1 billion people and the use of mobile data, the company accurately targets individuals who were actually within the range of an OOH campaign—factoring in age, gender, purchase intent, and real-world behavior.
Retargeting OOH is a measurable tool that significantly increases store visits, app downloads, and engagement with brand communication. It enables brands to effectively bridge the physical and digital worlds.
retargetingOOH.com is a proud member of the World Out of Home Organization.
