OOH is glance media. Your URL must survive memory compression between seeing the board and unlocking a phone two minutes later.
Character budget
Prefer domain + 3–6 character paths if brand allows. drink.link/summer beats drink.link/summer-lime-promo-2026.
Homophones and voice
Say the URL in a car with music on. If passengers guess wrong letters, redesign.
Pair with category language
“Text SUMMER to…” plus a short URL covers SMS-first and browser-first audiences.
Mobile performance
Half the “campaign failed” stories are three-second loads, not bad slugs. Test on LTE, not office Wi-Fi.
Legal and trademark
Vanity paths should not imply partnerships you lack.
Octilink helps marketing teams mint test slugs before media buys lock.