The Takeaway
Goggle Outlet used retail-store billboards to build name recognition for a new e-commerce brand in its home market of Salt Lake City. Six creative variations rotated across three digital boards along well-trafficked Utah freeways. The flight produced 1,333 blips and 11,422 estimated impressions at an average cost of $0.14 per blip, and the setup took under an hour from account creation.
Why Goggle Outlet Turned to Billboard Advertising
Goggle Outlet is a Salt Lake City e-commerce brand that sells ski goggles online. Founder and CEO Daniel Frieling wanted top-of-funnel visibility to introduce the brand to local shoppers and give the site the credibility that supports both B2B and B2C conversations.
For a young e-commerce business, traditional out-of-home buying rarely pencils out. Daniel wanted digital boards he could design, launch, and manage himself, without a contract and without waiting weeks for a rep to get back to him with a proposal.
How Goggle Outlet Built Its Billboard Campaign
Daniel built six creative variations and ran them across three digital boards along well-trafficked Utah freeways.
- Boards selected: Three digital placements in Utah, sized to a small e-commerce team’s budget.
- Creative approach: Six designs that led with the URL, goggleoutlet.com, to build familiarity between the domain and the brand name.
- Launch speed: The campaign was live within an hour of account creation, once the creative was approved.
- Budget approach: Pay-per-play at an average cost of $0.14 per blip, with spend followed by delivery.
The Creative
The creative made the URL do the heavy lifting. Blip’s billboard design guidelines explain how to build URL-first artwork that reads at highway speed.
What Goggle Outlet’s Billboard Campaign Delivered
Within a few days of going live, the flight delivered 1,333 blips and 11,422 estimated impressions across three boards at an average cost of $0.14 per blip. On the ground, the signal Daniel cared about was harder to count: local legitimacy. Placements on well-trafficked freeways positioned Goggle Outlet as a local brand people had actually encountered, not just another e-commerce site.
That is a useful outcome for any young online brand looking at billboards for retail stores. The board is not the sales channel. It is what makes the domain worth typing when the reader gets home.
Blip gives me exposure in localized areas. Unlike other forms of broadcast advertising, with Blip you can get exposure almost instantly. You don’t have to wait weeks or months to negotiate contracts. My campaign was launched and live in an hour from the time that I created my account. The speed and campaign flexibility that Blip offers are extremely valuable.
Dan Frieling, CEO and Founder, Goggle Outlet
Why This Campaign Worked
- URL-first creative: The domain sat at the front of every design so drivers had one thing to remember.
- Six variations, three boards: Multiple creatives on the same boards gave the same audience something new to look at.
- Local focus: Utah placements matched the home market, where the founder wanted the brand to build recognition.
- Speed to live: Launching in under an hour meant the team could react to moments in the ski season.
What E-Commerce and Retail Owners Can Take From This Campaign
Small online brands can put these ideas to work without an agency:
- Lead with your URL: For online-only brands, retail-store billboards work best when the URL is the largest element in the design.
- Choose boards where your buyers live: Billboards for retail stores add legitimacy when they run in the same market as your best customers.
- Rotate creative: A handful of design variations on the same board keep the same audience engaged.
- Set a budget you can keep spending on: Steady daily spend beats a one-off burst to build recognition.
Run an E-Commerce Campaign Like Goggle Outlet’s
Give your e-commerce brand a local presence. Pick boards in the market where your buyers live, lead with your URL, and launch once your creative is approved.
Frequently Asked Questions About Goggle Outlet’s Billboard Campaign
How many billboards did Goggle Outlet use?
Three digital boards along well-trafficked Utah freeways.
How quickly did the campaign go live?
The campaign was live within an hour of account creation, once the creative was approved.
How much did the campaign cost per play?
The average cost per blip was $0.14. Blip prices pay-per-play, so the cost per blip varies by board and market.
Are retail store billboards effective for an online-only brand?
They build local legitimacy that a website alone cannot. For a young e-commerce brand, this is usually a top-of-funnel awareness play, not a direct sales channel.
What should retail store billboards lead with?
For online-only brands, lead with the URL. The board’s job is to make your domain worth typing when the reader gets home.