Коротко
- Goal: make offline (billboard, flyer, packaging, stand) measurable through a unique QR = smart link.
- We count scans and click quality, and collect the audience into a pixel for online retarget.
- Change the offer via the link destination, without reprinting the run.
- ClikBy does not know “how many saw the billboard” — only how many scanned the QR.
Problem
OOH, print, exhibitions, and POS often stay a “black box”: there is budget, but no comparison of media. One shared QR for all locations mixes places and offers.
Setup
- Media audit → a separate link and QR for each (billboard / flyer / packaging / stand).
- UTM content = medium id; tag “Offline.”
- A landing page with an offer for the channel + a pixel for retarget.
- Export QR as SVG/PDF; id label on the artwork for swaps.
- См. QR by location и print without reprinting.
Scenario
Tag the media
Table: medium → alias → offer → QR file.
Place and test the scan
An on-site test before mass printing.
Count scans
Clicks on the link ≈ scans; compare weekday and locations.
Online follow-up
Pixel audience from scans → retarget with a personal offer.
Placement optimization
Reallocate OOH budget to where there are more scans and leads — a decision based on your numbers.
Example: a fitness-club chain
- Billboard → “First workout free”
- Mall flyer → “Discount on a membership”
- Elevator → “Fitness near home”
In the brief: billboards near the metro delivered several times more conversions, built a retarget base, and membership sales grew — use it as a measurement template, not as a ClikBy SLA.
What we do not measure
- Impressions / “saw the ad” without a scan are outside the product.
- One QR for all media = you cannot compare performance.
- Do not delete links while media are still in the field.
About the numbers
Percentages and “N× growth” from marketing stories illustrate the logic, not a ClikBy plan guarantee. Measure on your own data (CRM + Ads + link stats) and with the ROI method.