How OOH Marketing Connects Brands With Audiences in the Real World

How much will U.S. digital out of home advertising increase in 2026? PQ Media believes it will grow by 15.4%, slightly outpacing the 15.3% rate for global DOOH ad spending. OOH advertising, in general, is growing. Consumers are spending more time outside of their homes, and OOH marketing easily captures their attention in these environments. And AudienceSCAN research shows that many of the top audiences for key OOH advertising verticals pay attention to these messages.

What is DOOH advertising?

DOOH adds technology to previously static billboard or transit ads. The technology includes rotating ads that can be changed instantly, based on the time of day or the weather conditions. The screens use LED or LCD displays that can also display video on both a large or small scale.

Some place-based DOOH is also interactive. Consumers can touch screens to learn more about a product or service that interests them.

Why is U.S. DOOH advertising growing?

Earlier this year, the OAAA reported that Q1 DOOH grew 12.9% over last year.

DOOH is expanding its footprint, showing up in places where consumers notice the messaging. For example, gas station TV has been one success story.

PQ Media analysts point to several work-related trends that mean positive news for DOOH. Businesses are calling employees back to work in increasing numbers. Between mass transit riders and car commuters, your accounts have additional opportunity to reach consumers with all types of OOH advertising.

Around 5% of U.S. adults regularly commute on the train or subway. And 6% of U.S. adults commute by bus to work, with this audience growing in the past few years, according to AdMall-powered AudienceSCAN. These consumers will notice transit-based OOH ads, both digital and traditional.

And then there are the consumers who drive to work. The mean commute time, after plunging during the pandemic, is back up to around 27 minutes. Some consumers (9%) now travel 60+ minutes to get to work.

In some cases, employers are allowing flexible start and stop times for in-office attendance. This flexibility results in commuting happening at all hours of the day and gives consumers an opportunity to notice out-of-home advertising. DOOH serves as a fantastic solution for your accounts to target different audiences who are passing by.

How is changing consumer behavior impacting OOH marketing?

Consumers are also spending more time visiting physical stores and movie theaters. Gen Z consumers, in particular, want more real-life experiences. In this way, OOH ads are perfect. Whether these young consumers are at the mall or ready to see a film, they’ll also be taking in OOH messaging.

Which verticals are top advertisers in the OOH format?

Top advertisers in the OOH format include tech companies. This year, AI companies have been big spenders on OOH, reports OAAA. In addition, local services and amusement businesses, along with financial services businesses, have bought into OOH advertising in a big way.

And with good reason. AudienceSCAN data indicates that 44% of potential financial planner switchers have responded to an OOH ad in the past month. Similarly, 28% of home handyman service customers also took action after seeing OOH marketing.

OAAA statistics indicate that the legal vertical remains a top product category for OOH ad sales. And  57% of legal services clients took action after seeing an OOH ad in the past year, reports AudienceSCAN.

How often do consumers notice OOH ads?

YouGov delved into just how frequently U.S. adults notice OOH ads. The details should be good news for your accounts. 10% of consumers notice OOH ads once a day. 21% notice them multiple times a day. And around 26% say they see these ads multiple times a week.

OOH ads are all around consumers during a typical day. They are more likely to notice some formats over others. For example, 68% notice billboards and 59% notice signs.  Digital interactive displays attract the attention of 26% of consumers.

Conclusion

DOOH is driving the growth of the OOH format. The 2026 Global Out of Home Expenditure Report projects a total spend of $56B. At that level, OOH marketing will own 5.1% of media spending. Making it easier to buy OOH and demonstrating brand lift will show your accounts the power of the format.

Image by Merk Celik on Pexels.