Out-of-home (OOH) advertising is booming, with the global market set to hit $67.96 billion by 2032.
As brands look for high-impact, real-world exposure, OOH has become a powerful tool to grab attention, build brand recall, and drive real results.
But how can you make OOH work for your business?
In this guide, we’ll cover everything you need to know to drive impactful OOH campaigns, including:
- What OOH advertising is, including its types with real-world examples
- The key advantages of using OOH ads
- OOH vs. DOOH differences
- How OOH supports business goals at every stage of the sales funnel
- Step-by-step process for executing a high-performing OOH campaign
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TL;DR:
- OOH advertising is growing, with the market projected to hit $67.96 billion by 2032.
- It includes billboards, transit ads, street furniture, murals, and place-based advertising.
- Emerging formats like Digital OOH (DOOH), programmatic OOH, and interactive ads make campaigns more dynamic and measurable.
- OOH delivers high reach and visibility, with 96% of Americans exposed to it weekly.
- It’s impossible to skip, making it more effective than digital ads, which are often ignored.
- Cost-effective with strong ROI—every $1 spent on OOH generates $5.97 in sales.
- Supports the full sales funnel, from awareness (billboards, transit ads) to conversions (geofencing, experiential campaigns).
- Traditional OOH (static ads) provides constant visibility, while DOOH (digital ads) allows real-time updates and programmatic targeting.
- Key planning steps include setting objectives, defining audiences, selecting high-traffic locations, and tracking results.
- Tracking effectiveness is possible via impressions, QR codes, mobile retargeting, and foot traffic analysis.
- Costs vary by location, format, and duration—static billboards start at $1,000/month, while digital billboards can exceed $10,000/day.
- Best practices: Use hyper-local messaging, urgency tactics, multisensory experiences, influencer partnerships, and social sharing strategies.
- OOH remains a powerful marketing tool, especially when integrated with digital strategies.
What Is OOH Advertising?
OOH advertising, or out-of-home advertising, is a type of advertising that reaches people in public spaces like shopping malls, transportation centers, and high-traffic areas. It includes digital billboards, static billboards, taxi advertising, and bus shelters.
This type of advertising allows brands to connect with a broad audience during daily commutes and outdoor activities.
Types of OOH Advertising
OOH advertising comes in different formats, from traditional billboards to digital displays that update in real time.
Traditional OOH Formats
Before digital screens took over, traditional advertising ruled the streets.
And guess what? It still does.
These formats haven’t lost their edge—they continue to grab attention in urban environments and high-traffic areas. They’re a powerful tool for reaching a broad audience and making brands stick in people’s minds.
1. Billboards (Static & Digital)
Billboards are large-scale advertising displays placed in high-traffic areas such as highways, city centers, and commercial zones. Static billboards feature printed graphics, while digital billboards use digital screens to show dynamic, real-time data-based ads.
2. Transit Ads (Buses, Taxis, Subways)
Transit ads use public transportation vehicles and infrastructure to reach a broad audience during daily commutes. This includes bus wraps, subway station posters, and taxi advertising.
3. Street Furniture (Benches, Kiosks, Bus Shelters)
Street furniture ads appear on benches, digital kiosks, and bus shelters. They allow you to engage foot traffic in transportation centers and public areas. These are cost-effective advertising strategies with high visibility.
4. Posters and Murals
Posters and murals are large-scale printed or hand-painted advertisements placed on urban panels, retail environments, and public spaces. They offer a good degree of flexibility in creative executions, from small posters to massive city murals.
5. Place-Based Advertising
These ads are placed in high-traffic locations like shopping malls, gas stations, movie theaters, and airports. It targets specific audiences based on location and behavior to maximize engagement and advertising revenue.
Emerging OOH Ad Formats
OOH advertising is evolving beyond traditional billboards and transit ads. The new-age advertising strategies offer a kind of flexibility that makes campaigns more engaging – and even more measurable.
1. Digital Out-of-Home (DOOH)
DOOH uses digital screens and digital signage to display dynamic ads in public spaces like shopping malls, transportation centers, and retail environments.
Unlike traditional billboards, DOOH can update content in real time based on weather conditions, foot traffic patterns, and time of day. This makes it a highly effective tool for advertisers.
McDonald's digital billboards in London changed their messaging based on live weather updates by promoting hot drinks when it was cold and ice cream when temperatures rose.
2. Programmatic OOH
Programmatic OOH automates ad buying and placement using third-party data. It allows you to optimize advertising revenue by targeting specific audience demographics at the right moment. This approach ensures campaign goals align with consumer behavior in urban environments.
For example, Google’s “Make the Most of Summer” campaign used programmatic DOOH to display real-time search results, business hours, and map directions on digital screens across London, Manchester, and Birmingham.
3. Interactive OOH (QR Codes, AR Ads, AI-Driven Billboards)
Interactive OOH blends experiential marketing with digital advertising. It allows consumers to engage with advertising displays through mobile devices. Brands use QR codes, augmented reality (AR) ads, and AI-driven billboards to create immersive experiences and drive conversions.
A great example is Maybelline New York’s AR mirror installation in Ukraine, where a building-sized display allowed passersby to see themselves wearing the brand’s Falsies Surreal mascara.
Now that we’ve explored the different types of OOH advertising, let’s dive into why it remains a powerful tool for brands.
Benefits of OOH Advertising
The following are the advantages of using OOH advertising:
1. High Reach and Brand Visibility
Think about it—digital ads fight for space on mobile devices, where people scroll past them in seconds.
But OOH ads? They’re out there in high-traffic areas, shopping malls, and transportation centers, right where people naturally look around.
It’s no surprise that OOH reaches 96% of Americans every week. This kind of built-in exposure makes it a no-brainer for brands wanting to stay top of mind.
2. Impossible to Ignore
Let’s be real—online ads are easy to avoid. People skip, scroll, or block them without a second thought. However, OOH ads are out in the real world, blending into daily commutes and routines.
In fact, nine out of ten (88%) adults said they have noticed OOH ads in the last 30 days, and nearly 80% have interacted with one in the past 60 days.
3. Cost-Effectiveness Compared to Other Traditional Ads
While TV, radio, and print ads can be expensive and require continuous spending, OOH provides long-lasting exposure at a lower cost.
Billboards and transit ads stay visible 24/7 and generate advertising revenue without needing an ongoing budget for clicks or impressions. Studies indicate that every $1 spent on OOH advertising results in an average of $5.97 in product sales, which highlights its strong return on investment (ROI).
4. Smart Targeting with Location-Based Marketing
OOH helps with smart targeting because you’re placing ads where they matter most. Whether it’s sunscreen ads at the beach or restaurant promotions in busy shopping centers, the right placement increases brand recall and impact.
In fact, 43% of adults who noticed an OOH ad in the past two months visited the restaurant, store, or business within 30 minutes of watching the ad. That’s the real-time influence you can’t afford to ignore.
6. Trust Factor
With the rise of fake news, ad fraud, and brand safety concerns, consumers have grown skeptical of online advertising.
OOH, however, feels tangible and trustworthy.
A Harris Poll study found that 73% of consumers favor DOOH ads, ranking them more trustworthy than TV (50%), social media (48%), online ads (37%), audio (32%), and print (31%).
You can benefit from a similar transfer of trust if you create digital ads resembling OOH, as one of inBeat’s clients, Nuun, does.
Our other client, travel app Hopper, uses the same approach:
With OOH’s impact clear, the next question is: Should you go with traditional billboards or digital displays? Let’s look at the key differences.
OOH vs. DOOH: Key Differences
Both traditional OOH and DOOH advertising help brands stand out in public spaces, but they come with different strengths.
The right choice depends on campaign goals, budget, and the level of engagement needed.
Traditional OOH (Static Billboards, Posters, Transit Ads)
✅ Why It Works
- Always visible—no ad rotations, meaning 100% share of space.
- Strong brand presence—great for long-term exposure in high-traffic areas.
- Lower cost per impression compared to some digital formats.
⚠️ Things to Consider
- Fixed content—once installed, changes require extra time and costs.
- Wear and tear—weather and environmental factors may impact visibility.
- Gradual impact decline—since the ad doesn’t change, frequent commuters might stop noticing it.
DOOH (Digital Billboards, Interactive Screens, Programmatic OOH)
✅ Why It Works
- Dynamic content—supports videos, motion graphics, and real-time updates.
- More control—brands can adjust ads based on time of day, foot traffic patterns, or weather conditions.
- Higher engagement—interactive elements like QR codes, augmented reality, and AI-driven billboards encourage consumer interaction.
- Programmatic buying—advertisers can purchase and adjust placements automatically for better targeting.
⚠️ Things to Consider
- Limited exposure time—in some cases, ads rotate with others, typically displaying for just a few seconds. However, certain placements offer exclusive time slots for uninterrupted visibility.
- Higher costs—premium DOOH placements can be more expensive.
- Technology-dependent—requires access to digital infrastructure, which might not be available in every location.
How Out-of-Home Advertising Supports Business Goals at Every Sales Stage
OOH advertising plays a primary role in guiding customers through the sales funnel. From building brand awareness to driving conversions, OOH ensures brands stay top-of-mind at every stage.
TOFU (Top of the Funnel) - Awareness Stage
At the TOFU stage, the goal is to make people aware of your brand. OOH works best when it stops people in their tracks and builds brand recognition in high-traffic areas.
Here’s how:
- Big, bold placements like billboards and posters make sure your brand is seen everywhere to create instant recognition.
- Transit ads on buses, trains, and taxis turn daily commutes into branding moments. It keeps your brand in front of potential customers every day.
- Digital OOH and programmatic ads let you change content based on time of day, audience, or location for smarter targeting.
- Street-level displays keep your brand in front of the right people over and over again.
- Location-based storytelling makes ads more relevant and memorable, like sunscreen ads near beaches or coffee ads at transit stops.
At this stage, the goal is simple—get in front of as many eyes as possible and make a lasting impression.
MOFU (Middle of the Funnel) - Consideration Stage
Now people already know your brand—it’s time to keep them engaged and move them closer to a decision.
This is where OOH advertising shifts from just creating awareness to encouraging interaction and building interest.
- Transit interiors & station ads keep your brand in front of daily commuters and give them time to absorb your message while they wait or travel.
- QR codes on billboards, transit ads, and posters make it easy for people to scan and learn more, whether it’s a discount, a product demo, or a direct link to your site.
- DOOH retargeting with personalized messaging helps reinforce your brand by adapting content based on time, audience, or location—like showing an ad for running shoes to someone near a gym.
- Lifestyle media placements in gyms, salons, and coffee shops reach people in a relaxed, engaged mindset. This increases their chances to take action.
- Align OOH campaigns with digital channels to create a multi-platform experience. It keeps your brand visible both online and offline for a stronger impact.
At this stage, engagement and reinforcement are key; OOH gives your potential customers clear next steps toward conversion.
BOFU (Bottom of the Funnel) - Conversion Stage
This is where OOH turns interest into action. By now, people know your brand—but they need that final push to buy, visit, or sign up. At this stage, OOH works by getting in front of the right people at the right moment to drive conversions.
- Geofencing and hyper-targeting make sure your ads show up when it matters most, like a coffee deal popping up near a café during the morning rush.
- Door hangers & pizza toppers put your message directly in customers’ hands, making it impossible to ignore.
- Fitness centers and salons create repeated exposure to keep your brand top-of-mind in places where people actually pay attention.
- Experiential media campaigns like interactive billboards and pop-up events turn ads into real-world experiences and make them more memorable and shareable.
Pro tip: Tracking OOH effectiveness with mobile engagement and in-store foot traffic helps you see what’s working and fine-tune your strategy.
At this stage, OOH works as the final nudge by giving potential customers a reason to act now and complete their purchase.
Understanding how OOH guides customers is one thing, but executing a campaign that makes an impact is another.
Here’s how you can plan it right.
How to Plan an Effective OOH Advertising Campaign
To get the best results, you need a strategic approach to ensure every ad drives impact.
We’ve put together a step-by-step guide to help you plan effectively and make the most of your OOH campaign.
Step 1: Set Your Campaign Objective
First things first—what’s the goal?
Are you trying to get your brand noticed, bring people into a store, or push a special offer?
If you’re after brand awareness, you’ll want big, high-traffic placements.
If conversions are the focus, geofencing and hyper-targeting might be the way to go.
Knowing your objective upfront helps you pick the right ad format, location, and messaging—so every dollar spent works toward real results.
💡 Pro tip: We suggest using Google Trends or social listening tools like Brandwatch to see what’s trending in your industry.
Step 2: Define the target audience
Now the question is, who needs to see your ad?
Are you targeting commuters, shoppers, gym-goers, or late-night diners?
Make sure to define your audience demographics—like age, interests, and daily routines as it will help you place ads where they’ll have the biggest impact.
If you’re selling swimsuits, an ad near a spa makes sense. Launching a new food brand? Transit ads near busy shopping centers might be the sweet spot.
The better you know your audience, the smarter your placements will be.
💡 Pro tip: Take advantage of third-party data sources like Foursquare, Placer.ai, or mobile geolocation data to analyze where your audience spends time. This allows for precision targeting in locations where your potential customers are most active.
Step 3: Choose the Right OOH Media Format
Now that you know who you’re targeting, it’s time to pick where and how to reach them.
Billboards are great for high-traffic areas, while transit ads keep your brand in front of commuters.
Want something more interactive? Digital OOH, programmatic DOOH, interactive kiosks, or QR codes let people engage on the spot.
The key is matching your media format to your audience’s daily routine, so your ad shows up at the right place, at the right time.
💡 Pro tip: Test a mix of static and digital formats in different locations and compare performance. We recommend A/B testing on digital OOH screens by rotating different creatives and seeing which one gets more engagement.
Step 4: Select High-Traffic Locations
You’ve got the audience and format—now, where should your ad go? The best locations are where your target audience naturally spends time.
Think shopping malls, transit stations, gyms, or busy city streets.
If you’re pushing a food brand, placing ads near restaurants or grocery stores makes sense.
Selling fitness gear? Ads near gyms and parks hit the right crowd.
The goal? Put your ad where it can’t be missed.
💡 Pro tip: Not all high-traffic areas are the same. Use heat mapping tools or foot traffic analytics (like those from Gravy Analytics or GeoPath) to identify not just where people are, but where they stop and pay attention.
Step 5: Create Compelling Ad Creatives
After choosing the perfect location, it’s time to make sure your ad actually grabs attention.
The key? Keep it simple. People are on the move, so your message should be clear and easy to digest in seconds.
- Use bold colors and high contrast—ads with strong color contrast improve recall by 38%.
- Pick easy-to-read typography—big, bold fonts work best for quick impact.
- Stick to short, punchy messaging—your brand name should take up about 10% of the space for better recall.
A great design doesn’t just look good—it stays in people’s minds long after they’ve walked away.
💡 Pro tip: Think like a passerby. People don’t stop to read long sentences. Keep your text under 7 words and ensure the main message is readable in 3 seconds or less.
Step 6: Measuring OOH campaign effectiveness (KPIs)
So, you’ve launched your OOH campaign—but is it actually working?
Unlike the old days when OOH impact was just a guess, today’s tools let you track real results.
Let’s see how you can track success:
- Impressions & reach: Use data from ad placement providers to estimate how many people pass by your ad daily.
- Engagement & conversions: Track website visits, promo code redemptions, or store check-ins tied to your campaign.
- Foot traffic analysis: Use location-based tracking to see if there’s an increase in visitors to your business after launching the ad.
- QR codes & mobile interaction data: If your ad includes a QR code, monitor scans and clicks to see how many people engage.
Keeping an eye on these KPIs helps you optimize future campaigns and make sure your ads are delivering real impact.
💡 Pro tip: Pair OOH ads with mobile retargeting using platforms like AdQuick or Blis. If someone is near your ad, they can later see a follow-up ad on their smartphone, giving you another layer of engagement tracking and conversion data.
You’ve got the strategy in place—now. The next big question is—how much does it cost?
How Much Does OOH Advertising Cost?
OOH advertising costs depend on several factors, including:
- Location: High-traffic city centers cost more than rural areas.
- Size: Larger billboards demand higher pricing than smaller posters.
- Duration: Longer campaigns often get discounted rates, while shorter, high-impact bursts might be pricier per day.
- Ad type: Static billboards are generally cheaper, while digital billboards cost more due to dynamic content and flexibility.
Below is a breakdown of average OOH advertising costs:
Traditional billboards: Expect to pay:
- $1,000–$2,000 per month in rural areas,
- $1,500–$5,000 in small to midsize cities
- $14,000+ in major metro markets.
Digital billboards: Prices range from $770 per month to over $10,000 per day, depending on location, ad duration, and rotation frequency (since multiple ads share space).
Best Practices for Executing OOH Advertising
A successful OOH campaign is more than just putting up an ad. Beyond the basics, let’s uncover some next-level best practices to maximize your campaign’s impact:
- Use hyper-local messaging: Tailor your ad’s language or imagery based on the specific neighborhood, city, or culture where it’s placed. A message in Times Square should feel different from one in a small town.
- Incorporate countdowns & urgency: Add countdowns for product launches, sales, or exclusive deals to create FOMO and drive immediate action. Phrases like "Only 3 days left!" grab attention fast.
- Make it multisensory: Integrate sound, scent, or even touch to create an immersive experience. Some brands have used scented billboards for food promotions or interactive textures for added engagement.
- Make it shareable: Create eye-catching visuals or interactive elements that encourage people to snap a photo and share it on social media.
- Leverage influencers: Partner with local influencers, especially micro or nano influencers, to bring a fresh, relatable touch to your OOH campaign. Featuring influencers on billboards or transit ads boosts credibility and sparks organic social media buzz.
Turn Your Marketing Campaigns into Real Results with inBeat Agency
OOH advertising remains a powerful tool for brands looking to boost visibility, engage audiences, and drive real-world impact. With proper planning, creative execution, and smart tracking, OOH can be a game-changer for your marketing efforts.
Key Takeaways
- OOH advertising is evolving and offers both static and digital formats to reach audiences in public spaces.
- Choosing the right OOH type—billboards, transit ads, or interactive screens—depends on your campaign goals.
- DOOH offers flexibility with real-time updates, while traditional OOH ensures constant brand presence.
- Location matters—ads placed in high-traffic areas see better engagement and brand recall.
- OOH supports every stage of the sales funnel, from awareness to conversions.
If your ads aren’t getting the traction they deserve, inBeat Agency helps brands bridge the gap between strategy and performance. From selecting the right influencers to executing high-impact campaigns and optimizing results, we ensure every effort drives measurable growth. Book a free strategy call now!
FAQ’s
What is an example of OOH?
An example of OOH (Out-of-Home) advertising is a billboard on a busy highway, a digital screen in a shopping mall, or a bus shelter ad in a high-traffic area. OOH includes any ad placed in public spaces to reach a broad audience.
What is the OOH strategy?
An OOH strategy involves choosing the right ad format, selecting high-traffic locations, and aligning messaging with audience behavior. It can also include digital OOH (DOOH), geofencing, and programmatic ad placements for better targeting and real-time adaptability.
Is OOH paid media?
Yes, OOH is a form of paid media, as advertisers purchase billboard space, transit ads, digital displays, or place-based media to promote their brand. Unlike owned or earned media, OOH requires ad spend to secure placements in strategic locations.
