---
title: Why Print and Out-of-Home Marketing Still Works in a Digital World
description: Physical media in marketing isn’t dead, even in today’s digital age. Learn how to succeed with print and OOH marketing tactics in your next marketing strategy.
image: https://www.londonmiddlebury.com/hubfs/person%20reading%20newspaper.png
---

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# Why Print and Out-of-Home Marketing Still Works in a Digital World

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Physical media in marketing isn’t dead, even in today’s digital age. Learn how to succeed with print and OOH marketing tactics in your next marketing strategy.

[Creating new touchpoints with your audience](https://www.londonmiddlebury.com/blog-resources/why-print-and-out-of-home-marketing-still-works-in-a-digital-world#creating-new-touchpoints)

[Dove’s “Unready for Anything” Campaign](https://www.londonmiddlebury.com/blog-resources/why-print-and-out-of-home-marketing-still-works-in-a-digital-world#unready-for-anything)

[Combining print with digital marketing efforts](https://www.londonmiddlebury.com/blog-resources/why-print-and-out-of-home-marketing-still-works-in-a-digital-world#combining-print-and-digital)

[Print opportunities to take into your next campaign](https://www.londonmiddlebury.com/blog-resources/why-print-and-out-of-home-marketing-still-works-in-a-digital-world#print-opportunities)

---

Wondering what channels to use in your next marketing campaign? Contrary to what you may believe, physical media in marketing isn’t dead. The digital age we’re living in presents a unique opportunity with traditional marketing tactics: it encourages marketers to create a piece of physical media so visually appealing that it captures the attention of a consumer neck-deep in online habits and fads. These tactics also boost consumer trust. [In fact, 82% of consumers said they trust print ads *the most* when making a purchase decision.](https://financesonline.com/print-marketing-statistics/)

Before you make social media and digital ads your only approach to your target audience, consider how *and why* you should implement print and out-of-home (OOH) marketing tactics into your strategy.

## Creating new touchpoints with your audience

Whether your digital marketing strategy is working perfectly or needs some adjustments, print is a great area to try. It opens up the door to catch your target audience in a different setting than they might not expect. On the other hand, not using physical media may be leaving an audience unmet completely.

Marketers may suggest certain strategies based on the general audience it seems like everyone is trying to attract. But, every company’s target market is different, and we’re not all focused on catching digital-focused 20-somethings walking through New York City. For example, if a company is focused on marketing to seniors, they should choose a combination of digital and print methods to reach all members of their audience, both tech-savvy and not. [Over 50% of older adults still read print newspapers or a combination of both print and digital](https://www.medialogic.com/blog/healthcare-marketing/2024-media-preferences-of-older-adults/), often preferring a more direct approach than what appears in their algorithm.

In rural areas, business owners might find more success through print marketing, reaching people who have limited internet access or don’t have social media and rely on print ads and flyers to find out about events and happenings. This isn’t to say print is dead in big cities, it just looks different. In heavily populated areas, advertisers might grab attention with billboard ads or subway posters.

Long story short, physical media has opportunity everywhere. Let’s take a look at one brand that took the right approach with an OOH marketing campaign.

## Dove’s “Unready for Anything” Campaign

In 2025, Dove launched its [“Unready for Anything” campaign](https://www.ogilvy.com/work/get-unready), combining powerful print visuals with their digital marketing strategy. It debuted after the New Year celebration in Times Square, at exactly 3:22 AM, showcasing an image of a bar of Dove soap surrounded by suds, glitter, and confetti. The lower right corner is home to the only copy on the ad, reading: “New Year’s, 3:22 AM. Get Unready.”

The purpose of the campaign was to show “unfiltered reality” and “the colorful aftermath of celebration,” eliciting feelings of joy as we unwind from a celebration or special event. Simplicity and brand recognition are the keys here: Dove didn’t want to share an ad that said “buy our soap,” instead the brand showed how its product can tie into your life and be a part of what brings you happiness.

While this campaign launched with an out-of-home (OOH) marketing tactic, it later trickled down into newspapers and global publications as well as social media, tying everything together into a perfect bow. The publication *Print Power* summed it up best: [“For brand marketers, it’s a reminder that print remains a powerful canvas for narrative depth and visual emotion.”](https://www.printpower.eu/insight/six-global-brands-that-prove-the-power-of-print-ads-in-cannes/)

## Combining print with digital marketing efforts

Print advertising pairs well with digital efforts. [Top Media Advertising claims that a combination of print and digital advertising can increase the effectiveness of online campaigns by 400%.](https://financesonline.com/print-marketing-statistics/) Consider how these elements can work together to help you achieve your goals.

### Tracking the effectiveness of your traditional marketing efforts

Like Dove, you could take a vague, visually powerful approach, using limited context to create curiosity and leave people wanting more (and thus going to their phone to Google about it). We recommend including tracking information to better understand the conversion rate from print to your desired action. Here are a few ways to implement tracking on your print collateral:

- Unique landing pages that only receive traffic from one print source.
- QR codes with UTM parameters that are unique to specific print materials.
- Promo codes linked to specific direct mail or other print advertising efforts.
- Include customer surveys after purchases to understand where they learned about your company.

## Print opportunities to take into your next campaign

Here are a few pieces of inspiration to get you started as you consider print options for your next marketing campaign:

- A picture is worth a thousand words. Determine how you can leverage visual art and photography to tell a story, rather than saying it directly.
- Utilize direct mail to show up directly in your audience’s mailbox.
- Think local with out-of-home placements. Billboards, transit ads, and community bulletin boards put your brand in front of people where they live and work.
- Use print collateral like flyers, brochures, and postcards at events and in-store to give potential customers something tangible to take home and revisit.

You have the tools to create a print marketing strategy that connects with your audience. Now it’s time to get out there and do it.

---

 

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