In today's marketing landscape, many brands that previously relied solely on online digital advertising are now increasing their investment in OOH outdoor advertising. This shift in strategy is the result of several key factors shaping the market.
Inability to ignore outdoor advertising
While online digital ads can often be skipped or blocked by users, well-placed billboards, ads on public transportation, or creative installations in physical spaces leave a lasting impression. According to research by the Out of Home Advertising Association of America (OAAA), 88% of adults notice OOH ads, and nearly 80% of them take action after seeing them.
Rising costs and reduced effectiveness of online digital ads
With rising customer acquisition costs (CAC), stricter privacy policies, and limited tracking tools, online digital advertising is becoming increasingly expensive and less effective. According to EMC Outdoor analysis, advertisers who increase the share of OOH in their marketing mix can reduce customer acquisition costs by as much as 400%.
The return of creative brand marketing
In these intense and competitive times when it’s more important than ever to focus on creativity, relying solely on metrics like “last-click” attribution is becoming insufficient. OOH builds trust, increases brand awareness, and drives interest, acting at the top of the sales funnel long before conversion. For example, OAAA research shows that 80% of consumers act towards purchasing a product or service or at least researching a product or service after seeing an OOH ad that they find entertaining or visually appealing.
Progress in measuring the effectiveness of OOH advertising
Thanks to advances in location data, mobile tracking, and AI-powered attribution, OOH has become a measurable and tightly integrated part of the marketing mix. These tools allow advertisers to track the concrete results of their campaigns, increasing transparency and investment efficiency. According to Movia Media, every dollar spent on OOH advertising generates an average of $5.97 in product sales.
Refocusing on the physical world
As brands re-emerge in brick-and-mortar retail and live experiential campaigns, OOH is becoming a key link between online engagement and actual purchase. The physical presence of advertising allows consumers to experience a brand in a real-world setting, which can result in a stronger emotional connection and greater loyalty. According to research by Beeyond Media, 69% of consumers have made a purchase prompted by OOH advertising.
In conclusion, the combination of these factors makes outdoor advertising an evergreen advertising format, or an eternally attractive choice for brands that want to increase their visibility and effectiveness in the modern market environment.
SOURCES:
Out of Home Advertising Association of America (OAAA). (2023). Out of Home Ads Drive Real World Action.
Available at: https://oaaa.org/news/out-of-home-ads-drive-real-world-action
EMC Outdoor. (2023). 5 Strategic Benefits of Out-of-Home (OOH) Advertising.
Available at: https://www.emcoutdoor.com/blog/2023/04/5-ooh-strategic-benefits
Out of Home Advertising Association of America (OAAA). (2023). New Study Finds Digital Out of Home Advertising Surpasses Other Media in Driving Favorability and Action Among Consumers.
Available at: https://oaaa.org/news/new-study-finds-digital-out-of-home-advertising-surpasses-other-media-in-driving-favorability-and-action-among-consumers
Movia Media. (2023). Out of Home Analytics: Measuring Effectiveness and ROI.
Available at: https://movia.media/moving-billboard-blog/out-of-home-analytics-measuring-effectiveness-and-roi
Green Signs Chicago / Beeyond Media. (2023). Study Shows OOH Ads Lead to Purchases.
Available at: https://www.greensignschicago.com/post/study-shows-ooh-ads-lead-to-purchases
Wise, G. (2025). The biggest brands in 2025 aren’t asking “Why OOH?”—they’re asking “How fast can we scale it?” LinkedIn.
Available at: https://www.linkedin.com/in/gregwise
