BY Kathy Crosett
As we approach a new year, it’s time to educate your prospects about the benefits of OOH advertising. Consumers see these messages while driving to work, shopping in a mall, or waiting for a flight. Let your clients know about the new developments in the industry and share data with them on how audiences respond to out-of-home messages.
What’s new in out-of-home advertising?
Marketers now spend close to $10B a year on out-of-home ads. In the next several years, the OAAA anticipates a compound annual growth rate of 2.2%. What accounts for these increases at a time when most traditional media formats are struggling?
Credibility
Consumers can’t ignore or skip out-of-home ads. And unlike in the digital world, these ads are “relatively immune to AI-driven distortion,” says Anna Bager. As President and CEO of Out of Home Advertising Association of America (OAAA), Bager spoke at a recent industry conference. For marketers concerned about credibility, this detail is important.
Technology
New technology is making it easier for marketers to purchase OOH space programmatically. With this technology, they can get in front of desired audiences at the right time of day.
Because digital billboards can deliver quick updates for messaging, consumers can see an ad for breakfast. Later that day, they can drive by the same location and see a different ad for where to eat dinner. This flexibility is one of the important benefits of OOH advertising.
Media companies can now use solar power and other technology to power their large billboards. This angle works well to sway sustainability-concerned customers to make a purchase.
Expanding locations
Placements in public spaces such as airports and transit stations continue to expand. In particular, the transit category has been the fastest-growing OOH format in 2025. Marketing messages in these locations can encourage consumer engagement with smart kiosks.
With real-time data, and inclusion of AI, OOH marketers can also “…integrate with mobile technologies, offering synchronized multi-channel experiences.”
How Audiences React to OOH Advertising
Around 27% of U.S. adults have taken action as the result of seeing an OOH ad, reports AudienceSCAN by AdMall.
Over 40% of these consumers have plenty of opportunity to notice OOH ads, as they have a commute that lasts from 21–60 minutes.
Your accounts also have a good chance of influencing these consumers with OOH messaging because of their activities. They are far more likely than all U.S. adults to:
- Shop at malls and shopping centers
- Go out with friends at night
- Work out at a fitness center
These locations may have furniture or wall space that is used for advertising.
Consumers may spend more time taking in messages in these locations compared to the ones that flash by as they are driving or riding public transportation.
Overall, an OOH message typically grabs attention for 12 seconds. Research shows that consumers begin to consider a purchase at the 8‑second mark.
Increasing urbanization bodes well for OOH advertising. In densely populated areas, marketers can count on connecting with more consumers. Interestingly, around 60% of the audience that responds to OOH messages lives in an urban area. Reaching more consumers with a well-placed message is one of the benefits of OOH advertising.
How to Reach OOH Ad Responders
AudienceSCAN also notes that these consumers are far more likely than other U.S. adults to be motivated by purchases that make them feel popular or prestigious. Share this detail with clients who are developing their ad campaigns.
Top advertisers
The OAAA predicts that hot categories in 2026 for the format will include pharmaceuticals and technology. Your accounts should know that consumers who respond to OOH ads over-index for planned purchases of smartwatches, smart TV devices, tablets and smartphones in the next year.
For local advertisers, media sellers should check in with local personal injury attorneys, health care facilities like hospitals and home improvement services. Media sellers told us that home improvement services will be a growth category for 2026 in our recent survey.
About 36% of OOH ad responders are in the market for a new car or truck this year. Your accounts can reach these consumers with a creative OOH ad campaign.
Summary
The benefits of OOH advertising will grow for marketers next year. Bager explains that several cultural moments will draw us together. Marketers have a chance to reinforce consumer pride in the U.S. as the midterm elections and sporting events like the World Cup take place. Sell your accounts on the best ways to reach their target audiences.
