Real-World Ads Resonate: OOH Just Works
- Marketing
- 6 hours ago
- 3 min read
We consider ourselves out-of-home (OOH) advertising experts not just because we plan, buy, and measure OOH campaigns daily. We’re genuinely passionate about the medium. Out-of-home ads catch our attention in the real world too just like other consumers.
As audiences grow more exhausted with ad experiences that are disruptive or intrusive, OOH continues to be the advertising medium with longevity. You don’t have to take our word for it, we’ll back things up with some data!
In this short blog post (with tons of photos!), we’ll share some stats from the Out of Home Advertising Association of America (OAAA) and provide some examples of real OOH campaigns that hit the mark.
FYI, If you’re looking for examples of out-of-home campaigns by category/vertical such as fashion, tech, and more, check out our Campaign Highlights via our blog.
Why out-of-home advertising?
Out-of-home advertising is offline and in the real world. Unlike digital display ads, video ads, and even podcast ads, there’s no minimizing a window or pressing mute IRL. Because OOH takes up space in the physical world, OOH gets noticed. According to a study done by The Harris Poll and Morning Consult for the OAAA,
88% of adults have seen OOH ads in the past 30 days
What makes people notice OOH ads?
Advertisements have to be captivating, either with color, vibrancy, or a sense of humor. From the same study,
45% of respondents said that ads most likely to engage them were colorful and vibrant
G/FORE, a modern golf and lifestyle brand, extends its youthful energy into its OOH campaigns. Earlier this year, to promote their new products and new store in New York City, G/FORE activated a bus wrap during the Ryder Cup, which followed a custom route including a stop in front of G/FORE’s store.
Figma, a collaborative design platform, uses bright colors in their OOH ads to create an immersive experience for the viewer. The company wants people to envision themselves using the platform and spark imagination.
This Ben Bridge airport banner advertisement in the Honolulu airport features a close-up of the product reflecting all the different hues of its Toscano gold. There's not a variety of bright colors, but there's still vibrancy to the OOH ad, energy coming through due the shine of the product.
Brands who may not be able to play with color in their ads can use another tactic to capture audiences. From the same Harris Poll study,
38% of respondents resonate with OOH ads that portray something clever or funny
Nuuly, a monthly clothing rental subscription service, makes a bit of a meta-reference with this billboard in Austin, TX. Nuuly doesn't own the billboard, it's rented it for the month. This is the basis of Nuuly's clothing rental service.
Flexcar, a month-to-month car lease company, uses a sense of humor and bright colors to grab the attention of passersby.
People notice OOH ads in their everyday lives. If brands use both artwork and copy to deliver a cohesive message, their ads will not only resonate with consumers, but can inspire action. From the Morning Consult,
After seeing an OOH ad, 44% used search to look up more information about the advertiser
Billboards, wallscapes, bus wraps, guerrilla posters, etc..,these are not just tool for creating awareness. Out-of-home can reach consumers en route to the point of purchase. From the Morning Consult,
About ~70% notice OOH ads on their way to in-store shopping
Fragrance brand Dossier used guerrilla posters installed throughout New York City to announce its first boutique in trendy neighborhood Nolita.
Work footwear and apparel brand Ariat activated these can't-miss billboards in Downtown Denver to reach shoppers and direct them to its store at Larimer Square.
Out-of-home advertising works. Top of funnel awareness and branding is where OOH fits naturally, and with contextual targeting and intentional placement selection, OOH can increase foot traffic to brick-and-mortar locations or drive traffic online. Read our Success Stories to see how brands like Summer Fridays, PayPal, and more use OOH to create impact for their businesses.
With 2026 around the corner, how do you plan to use OOH?