In the digital marketing world, every activity can be tracked—but what about Out-of-Home (OOH) advertising? Billboards, bus stop ads, or car branding have limitations when it comes to direct tracking. However, by combining QR Codes and UTM Links, advertisers in Indonesia now have a concrete solution to digitally measure OOH campaign effectiveness.

Why Is It Important to Track OOH Conversions?

While OOH is known as a brand awareness medium, today’s clients demand concrete data to measure ROI. Without tracking, agencies struggle to answer questions like:

1. How many people were actually interested in the ad?
2. Did the ad successfully drive traffic to the website?
3. What did the audience do after seeing the ad?

With QR Codes and UTM links, these questions start to become answerable.

What Is a QR Code in OOH Context?

A QR Code is a 2D code scannable via smartphone cameras. In the OOH context, it serves as a bridge between the offline and online world, allowing audiences to access landing pages or promotions with a single scan.

Example implementations:

1. Car branding ads with a QR Code on the rear of the vehicle
2. Billboards at commuter train stations (KRL) linking to special discounts
3. TransJakarta bus stops promoting giveaways via QR

The Role of UTM Links in Digital Tracking

UTM (Urchin Tracking Module) parameters are added to URLs to track traffic sources in tools like Google Analytics.

Example UTM link:

From this link, you can identify:

• Traffic source: OOH
• Medium: Billboard
• Campaign: promo-ramadhan

If the UTM link is embedded in a QR Code, you effectively combine digital tracking with physical engagement.

How to Effectively Combine QR Code & UTM

1. Create a Dedicated Landing Page
Avoid using your homepage. Make a specific page for your OOH campaign for higher relevance.

2. Add UTM Parameters to the URL
Use this format: ?utm_source=OOH&utm_medium=[media]&utm_campaign=[campaign_name]

3. Generate a QR Code from the UTM Link

• Use tools like QR Code Monkey, Bit.ly, or QR Tiger.
• Choose dynamic QR codes for easier updates.

4. Strategically Place the QR Code

• Consider audience viewing distance and attention span.
• Ensure it's easy to scan; use minimum 300dpi for large prints.

5. Test Before Mass Printing

Scan using various devices and ensure the UTM is being recorded in your analytics.

Case Study: Jakarta Fast-Food OOH Campaign

A fast-food restaurant launched a “Free Drink” promo via QR Code placed at TransJakarta bus stops.
The results:

• 18,000 scans in 3 weeks
• 74% of visitors came from mobile
• 32% used the promo code tracked via the UTM landing page

This campaign proved that OOH can integrate seamlessly into a data-driven digital marketing ecosystem.

Challenges & Practical Tips

Challenges:

• Overcrowded locations may hinder QR scanning
• Not everyone is used to scanning QR codes in ads

Tips:

• Add clear CTA: “Scan for exclusive discounts!”
• Use visuals that encourage interaction (camera icons, phone symbols)
• Offer incentives: vouchers, prizes, or exclusive content

Conclusion

By using QR Codes and UTM Links in OOH advertising, brands can accurately track conversions, gain better audience insights, and optimize marketing budgets to boost engagement and ROI. For brands serious about leveraging OOH as part of their omnichannel strategy, this approach is no longer optional, it's essential.