Advertising through TV, radio, and online is becoming increasingly challenging. People have long grown tired of being inundated with advertisements to the point that they’ll pay to ignore them. On top of that, the media landscape is more fragmented than ever, and capturing attention feels like an uphill battle. How do you cut through the noise? As we navigate these complexities, it’s tempting to focus solely on bottom-of-the-funnel tactics to prove ROI. But are we neglecting the broader strategies that build lasting brand awareness?

This is where Out-of-Home (OOH) advertising comes in. OOH advertising encompasses any type of ad you see outside your home—think giant billboards, bus shelters, transit ads on your commute, massive painted murals, and more. Long touted for its brand-building power, OOH reaches a broad audience while making a personal connection, leading to high recall rates, website visits, social media buzz, and, yes, increased sales.

In this article, we’ll explore why OOH is an essential part of a balanced media mix and discover strategies you can use to build an effective campaign.

How Effective is Out-of-Home at Increasing Audience Engagement?

Unlike digital or TV ads, OOH is unavoidable. It exists in the physical world. You can’t pay a fee or install browser add-ons to block it. Its presence is powerful. Eighty percent of consumers say they’ve engaged with an OOH ad recently, according to a 2023 Out-of-Home Advertising Association of America (OAAA) study.

It was also found that 88% of consumers noticed OOH ads recently, and 78% said they had engaged in some way.

Maybe you've passed over OOH in the past because, unlike online ads, there's no precise way to track exactly who’s seen your ads. Without someone talking about it, creating a buzz on social media, or using a specific campaign URL, hashtag, QR code, or call-to-action, linking your ad exposure to sales numbers can seem challenging.

However, according to a 2024 study from OAAA and The Harris Poll, OOH—especially Digital Out-of-Home (DOOH)—is viewed most favorably compared to other types of media. Seventy-three percent of consumers view DOOH ads favorably, surpassing television/video (50%), social media (48%), online (37%), audio (32%), and print (31%). Why does OOH rank so high for favorability? It’s simple. It doesn’t force you to look. It respects your attention by attracting you to it with visually powerful brand stories, using the landscape as the editorial backdrop.

*2024 study showing DOOH viewed more favorably by consumers than other media types*

How OOH Encourages Immediate Engagement

Nearly everyone has a smartphone at their fingertips. Audiences can engage with your brand as soon as they see your OOH ad. In fact, 75% of adults have reached for their devices right after seeing an OOH advertisement.

This chance for instant engagement lets you make the most of the moment. It’s not just about having a standout creative that clearly identifies your brand or prompts action; it’s also about having a digital presence that seamlessly supports and amplifies your OOH efforts.

OOH + Search Engines: Forty-four percent of audiences who engage with outdoor ads use a search engine to learn more. Many are even turning to AI tools like ChatGPT to investigate brands.

OOH + Social Media: Twenty-nine percent of audiences who engage with OOH look up that brand on social media.
OOH + Web Traffic: Twenty-nine percent of those who interacted with an OOH ad went directly to the brand’s website. Depending on the format, a QR code leading directly to your website can also be effective.

Make Your Brand Easy to Find

Simplify brand discovery by making it easy for consumers to learn about your brand. Include your Instagram handle, a memorable URL, or a campaign-specific hashtag in your OOH ads. These simple additions can drive significant online engagement.

Encouraging Social Sharing: Memorable, unique, or humorous OOH creatives can prompt people to take pictures and share them on social media. Consider designing your OOH campaigns with social media in mind, integrating them with online components like contests or user-generated content to extend the campaign’s reach beyond its physical presence.
Using QR Codes: For direct engagement, a QR code that leads consumers straight to your website or a specific landing page can be highly effective, particularly if it’s paired with a clear and compelling call to action.

Use Directionals in OOH to Encourage Decisions

Where you are reflects your intent, and that's where Out-of-Home (OOH) ads make a big impact. Directional OOH ads guide consumers to nearby options, like a meal they're craving or a place they'd like to explore. In fact, 43% of consumers visited a store or restaurant within 30 minutes of seeing an OOH ad for that brand. Even better, 78% of those consumers ended up making a purchase, according to a Fast Company Survey from 2023.

To drive traffic to a physical location, make sure that your advertisements are located along common routes to that destination. These ads often provide brief instructions on how to get to that location but could also include new or seasonal items, announcements on deals, and more.

Be Unusual to Get More Engagement

Unique activations can elevate your campaign by surprising and delighting your audience. OOH is so powerful for engagement because it's an incredibly versatile, evolving medium. Eye-catching, one-of-a-kind activations grab attention and encourage social sharing, which helps your campaign's impact spread far and wide, both in time and across locations. Here are a few ideas to consider:

3D Billboards and Sculptures: Buildouts and inflatables can expand the billboard’s canvas. With the rise of DOOH, 3D and anamorphic screens are becoming more popular. From the viewing angle, the advertisement appears in 3D.
Interactive Digital Screens: These screens can respond to touch, motion, or even voice commands, allowing consumers to interact with the brand in real time.
Augmented Reality (AR) Experiences: AR OOH activations are immersive experiences. A QR code can trigger AR ads, allowing users to see virtual content through smartphones.
Live or Experiential Installations: Real-world events or performances that draw crowds and generate buzz. These activations create memorable moments that consumers associate with your brand.

There are countless ways to get creative with OOH media. Think sky-high projections that light up the night, massive displays on buildings, digital billboards cruising along famous beaches on boats, hand-painted murals, or any other format or installation you can dream up. The possibilities are endless.

Increase Audience Engagement with PJX Media

Everyone has a memorable billboard story. Can you think of yours?

At PJX Media, we have the tools to locate your audience, find the best placements, and measure the effectiveness of your OOH campaign. With its ability to cut through the digital noise, create memorable brand experiences, and drive real-world engagement, OOH is a powerful tool that every marketer should consider.

Contact us today to create campaigns your audience can't wait to engage with.

Break Through the Noise: How OOH Advertising Can Transform Audience Engagement