DOOH for Hair & Beauty Salons: Hyper-local Visibility

30-second takeaway: Beauty businesses live on walk-ins and repeat clients. You don't scale either through Instagram reels — you scale them with screens on your target audience's commute home. Three screens in an 800-metre radius, 4 weeks, 240 euro. Anyone not testing this is burning Meta budget.

Why beauty salons benefit specifically

Three reasons. First, beauty purchase decisions are visual — a 10-second before-after loop beats any text post. Second, repeat frequency is high — barber every 6-8 weeks, manicure every 2-3 weeks. You don't just build awareness, you remind existing clients to come back. Third, the industry is word-of-mouth driven — DOOH ensures your salon name is seen five times a week on the commute home before anyone is asked "do you know a good hairdresser?"

A brow bar in Vienna's 7th district reaches about 4-5 residential streets plus Mariahilfer Straße. One screen on Mariahilfer Straße reaches 4,000 daily impressions — realistically 1,500 in your target group of women aged 22-45 with beauty affinity. That is more relevant reach than an Instagram post with 10,000 Vienna followers.

What works on screen

Works: Before-after in 10 seconds, one specific service with a price, a visible address or arrow. "Brow Lamination · 49 € · Karmeliter 7" outperforms any generic logo with "We make you beautiful" as a slogan.

Does not work: Stock-photo models, generic slogans, logo-size insanity. Nobody stops for a logo.

Format: Always portrait (1080×1920), 10 seconds, no audio (audio doesn't play anyway), subtitles or clear visuals. For before-after: hard cut, not soft crossfade — hard cuts force the eye to look.

Real example: hair salon awareness + retention

Real numbers: A salon in Vienna-Neubau, 4 stylists, 18 appointments per day, cut+colour 95 euro. Goal: 22 appointments per day. Lifetime value per new client: ~600 euro over 18 months.

Book 2 screens: Mariahilfer Straße (awareness) + Karmeliterviertel (local trust). Both at 25% SOV, 7 days a week, 9:00-20:00. Cost: ~4 euro per day per screen × 2 × 30 days = 240 euro plus 5% advertising tax = 252 euro per month.

If only 5 extra new clients come in per month, extra LTV is 5 × 600 = 3,000 euro over 18 months. ROI in month 1 is positive (5 × 95 = 475 euro vs 252 euro cost), and very positive on retention.

Monthly budget: beauty salon, 4 weeks

Item

Slovakia: 240 euro, no advertising tax. Use the DOOH calculator to combine locations, SOV and time.

Beauty-salon DOOH in 7 steps

Film before-after on your phone. 4K, portrait, good light. Three cuts is enough.
Cut in Canva at 1080×1920. 10 seconds, hard cut, price and address as text overlay.
Pick 2 screens within an 800-metre radius. Not further.
Book 25% SOV. Not less (too few plays), not more (too expensive for a test).
Run 4 weeks. Less is not enough for repetition effect.
Swap spot after 2 weeks. Different service, same style.
Ask walk-ins "How did you find us?" Tally at the till, not in Excel.

Get started

If you run a hair salon, nail studio or brow bar in Vienna or Bratislava and want out of the Instagram hamster wheel: 2 screens, 4 weeks, 252 euro. Book here.

Screen 1 (Mariahilfer Straße) · 25% SOV · 7 days · 9:00-20:00	120 €
Screen 2 (Karmeliterviertel) · 25% SOV · 7 days · 9:00-20:00	120 €
Austrian advertising tax	12 €
Before-after spot (filmed on phone)	0 €
Total	252 €

DOOH for Hair & Beauty Salons: Hyper-local Visibility

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