Explore the benefits of Out of Home advertising, including billboards and DOOH, and discover how it elevates your brand’s visibility and engagement.

What is Out of Home Advertising?

Has a roadside billboard ever caught your eye? Then you've seen an Out of Home (OOH) advertisement. OOH displays have origins that date back to early civilizations, but one of the earliest examples of modern outdoor ads is a Coca-Cola billboard from 1886.

Although OOH has undergone plenty of changes, its in-person influence and growing digital potential make it a valuable strategy for advertisers.

In this article, we’ll define OOH advertising, discuss its importance, and explore how this channel can elevate your brand’s ad campaigns.

So, What is OOH Advertising?

Out of Home (OOH) advertising is a type of visual media that reaches audiences anywhere outside of their home.

A couple of well-known examples include billboards, banners on public buses, mall kiosks, and product stands in stores.

Why is OOH Important to Media Buyers?

OOH is a valuable format that can be used to increase awareness, boost audience engagement, and amplify other channels in your media mix.

While customers can avoid online marketing with ad-blockers, OOH campaigns exist in the real world—meaning they can't be skipped, viewed by bots, or blocked. This is why OOH works so well alongside digital channels. In fact, OOH drives more online activity per ad dollar spent than any other traditional media.

Audiences have a unique relationship with OOH advertising. Outdoor campaigns don't have to fight for visibility on a crowded screen, creating an immersive and overall positive experience for consumers. When used strategically, outdoor ads can build connections and drive actions from your target audience.

With the majority of consumers spending at least 70% of their time outside the home, it’s safe to say that OOH will continue to be relevant—especially when we consider the recent growth of Digital Out of Home (DOOH).

Wait, What's DOOH?

DOOH advertising is basically the tech-enhanced version of OOH. Instead of printed displays, think digital, dynamic screens that are found in public venues and spaces. DOOH is a brand-safe channel that continues to improve its targeting and tracking methods. If you’d like to learn more about DOOH, check out this article.

Types of OOH Displays You Should Know About

Here’s a quick overview of different OOH formats and a few examples. Most of these displays can exist as both physical and digital signage:

Large Format

Billboards are one of the most recognizable forms of large format advertising, but there are also large posters, wall murals, banners, and bulletin boards.

Street Furniture

Displays on street benches, news racks, bus shelters, public kiosks, and even street poles.

Place-Based

Displays in specific locations such as grocery stores, airports, theaters, shopping malls, retail stores, and gyms.

Public Transit

Displays on buses, taxis, trains, subways, and other types of transportation.