Top Advertising Tools You’re Overlooking (And Need to Try Today)

Many brands focus on the same ad feeds and formats, competing for the same audiences, while lower-cost, underutilized channels sit idle. By combining overlooked advertising tools with strong creative and straightforward measurement, you can reach audiences others miss. The result? Lower costs, stronger brand recall, and a more resilient marketing funnel.

Below, we explore channels and tactics most marketers often ignore. Each section explains why they work, how to implement them, and what metrics to track. You’ll get actionable steps so you can test quickly and scale what works.

Identifying Gaps in Your Media Mix

Many campaigns over-rely on high-CPM platforms, bidding against competitors for the same audiences. This drives up costs and limits new reach. Adding underutilized tools provides access to fresh inventory where attention is less saturated—think of it as relieving pressure on your funnel. These channels are inexpensive to test, reduce risk, and provide fast learning opportunities.

Street-Level Advertising That Still Works

Consumers make quick decisions near homes, schools, and workplaces. Street-level advertising places your message where people encounter it in their daily routines, remaining effective even as cookies and digital feeds evolve.

Local placements, like signs near intersections, parks, or storefronts, deliver consistent visibility at a fraction of the cost of citywide billboards. Using multiple sizes and incorporating QR codes or short URLs can turn these physical impressions into measurable actions.

Tips for street-level campaigns:

• Use repeatable formats to reinforce brand recognition

• Place QR codes or short links for easy tracking

• Refresh creative regularly to maintain visibility

Direct Mail Still Delivers

Direct mail is tactile, highly targeted, and attention-grabbing. Unlike crowded digital feeds, physical mail is often opened and read. Many campaigns report open rates of 80–90% for mailers, compared to 20–30% for emails. When combined with digital retargeting, direct mail can significantly improve campaign ROI.

Best practices for testing direct mail:

• Keep the promise upfront and supporting details on the back

• Include scannable codes tied to a dedicated landing page

• Test one variable at a time, like headline, offer, or call-to-action

Using QR Codes to Connect Offline and Online

QR codes are an easy way to make static media interactive. They reduce friction by letting users skip typing URLs and work on virtually every smartphone. Place them where people have a few seconds to scan, such as at checkout lines, bus stops, or events.

Effective QR code strategy:

• Make the offer and action clear

• Use unique codes for each location or creative to track performance

• Direct users to fast-loading landing pages for forms, purchases, or demo sign-ups

Digital Out-of-Home (DOOH) with Measurable Impact

Digital out-of-home advertising has evolved beyond static billboards. Today, creative can be swapped based on time of day, weather, or live data such as traffic and sports scores. This flexibility allows advertisers to align spend with demand patterns and optimize results.

Tips for DOOH campaigns:

• Measure foot traffic in micro-locations

• Use dynamic numbers or short codes to track calls and conversions

• Rotate creative regularly to avoid fatigue

Simple, Budget-Friendly Measurement

You don’t need complex software to evaluate campaign effectiveness. Start with a baseline and introduce one tactic at a time, holding back comparison segments to gauge lift. Even simple tracking using spreadsheets can reveal patterns.

Key tracking signals:

1. Direct response actions (scans, calls)

2. Awareness indicators (brand search volume, store visits)

3. Revenue impact (sales lift by location)

Combine these signals for a clear view of performance without expensive tools.

Creative That Stands Out

Effective advertising communicates a single promise and action. Use bold colors, simple icons, and concise slogans that are easy to recognize in seconds.

Design tips:

• Keep signs readable from a distance; limit text

• Use high-contrast visuals and whitespace for clarity

• Rotate creative every few weeks to maintain attention

Final Thoughts

The strongest ad campaigns are balanced, adaptable, and curious. Exploring overlooked channels can unlock cost-effective reach and measurable impact. By testing, tracking, and optimizing creative, your marketing funnel will become more resilient and efficient.