The Benefits of Out-of-Home Advertising and Why It’s Worth the Investment

Out-of-Home (OOH) advertising remains one of the top-performing media channels this year and is on pace to continue to dominate in 2025. This includes advertising on billboards, transit, bus shelters, and more. OOH remains strong due to its massive reach and recall and the ability to engage consumers and drive them to action.

Whether a newcomer to OOH advertising or a seasoned veteran, understanding its potential allows you to tap into a vast, engaged audience, driving brand awareness and visibility in unique ways. It will help take your marketing to the next level by expanding your reach beyond traditional channels, allowing you to make genuine connections with consumers.

Here’s a closer look at what OOH advertising delivers:

High Visibility and Reach

One of the most significant advantages of OOH advertising is its unmatched visibility. Billboards and bus shelters are strategically placed in high-traffic areas, ensuring that your message is seen by thousands of people each day. Transit ads offer extensive market coverage, even with just one exterior bus ad. Transit advertising is typically not assigned to specific routes, as transit managers distribute route miles evenly across the fleet each day. As a result, over a typical 4-week campaign, your ad will likely be seen across the full span of a transit system’s network. This wide reach is ideal for brands looking to build awareness and strengthen their visibility in a competitive market.

Targeted Audience Engagement

OOH advertising allows for strategic placement in locations frequented by your target audience. For instance, ads placed near specific retail stores, college campuses, or sports venues can effectively engage consumers who are likely to be interested in your products or services. This targeted approach ensures that your advertising dollars are spent efficiently, reaching those most likely to convert.

Enhanced Brand Recall

Studies indicate that OOH advertising has the highest recall of all ad formats, thanks to its bold, larger-than-life displays and visually captivating designs. Due to their presence in the physical environment, OOH ads are viewed as more authentic and trustworthy. They deliver simple, clear messages that are quickly absorbed and memorable, even with brief exposure. The outdoor setting also minimizes distractions, so OOH ads typically face less competition than screen-based ads.

According to research from the Outdoor Advertising Association of America (OAAA), 65% of people, on average, recall seeing a brand in OOH advertising within the last 30 days. This strong recall not only drives sales but also strengthens brand loyalty and enhances long-term consumer engagement.

Continuous Exposure

Unlike digital ads that might only appear briefly—or not at all due to ad blockers—OOH ads are always visible. People passing by have several chances to see these ads throughout the day and many times to see them throughout the entire campaign. This consistent visibility strengthens brand recognition and recall, encouraging consumers to engage with the brand across various channels, from website and store visits to interactions with social media or specific promotions.

Integration with Digital Marketing

OOH advertising can seamlessly integrate with digital marketing strategies, creating a cohesive brand experience. Seeing an ad outside in the real world first can increase trust in its online counterpart. This trust enables brands to effectively drive engagement through QR codes, hashtags, or SMS campaigns featured on their OOH ads.

This approach extends the reach of ad campaigns and connects offline and online interactions, directing people to digital platforms to check out more, shop, sign up, or follow through on the specific OOH message. The result? Brands get more bang for their buck and see better overall results.

Greater Value of OOH Impressions

Impressions from OOH advertising tend to hold more value than those from online channels. Studies indicate that OOH advertising can achieve a higher level of engagement due to its ability to reach audiences in real-life environments. In contrast to online ads, which may be skipped or ignored, OOH impressions are often perceived as more authentic and impactful. This means that brands investing in OOH can experience a more substantial return on their advertising investment, as consumers are more likely to remember and act upon these ads.

More on OOH impressions here: BEYOND THE NUMBERS

Cost-Effectiveness

While some may perceive OOH advertising as expensive, it can often be more cost-effective than other forms of advertising. When considering the cost per impression, OOH advertising frequently outperforms digital channels, particularly for brands targeting mass audiences. Additionally, with various formats and placements available, businesses can find options that fit their budgets without compromising visibility.

Funding for Public Transit = Support for the Economy

Transit advertising generates revenue that helps public transportation systems cover operating costs. This support enables agencies to maintain and enhance services for riders. By investing in transit ads, brands contribute to the sustainability of public transit and the overall improvement of community infrastructure.

Public transit has a far-reaching impact on social, economic, and environmental well-being—it creates jobs, stimulates economic growth, supports energy independence, and serves communities equitably.

More on funding Public Transit: DRIVING PROGRESS

Final Thoughts on OOH Advertising

Out-of-Home advertising continues to be a key component in successful marketing plans. Amplifying brand awareness and creating meaningful connections delivers a strong return on investment, especially when combined with digital strategies. As you map out your next marketing campaign, trust in the powerful impact OOH advertising can have in boosting your brand and making memorable impressions on consumers.

This medium can do a lot for your brand. We’re here to help you make the most of it!

CONTACT THE SALES TEAM

ATA Outdoor Media has been providing top-notch outdoor advertising options since 1992. Serving over 20 markets across New England, we’re your go-to source for OOH in Maine, New Hampshire, Vermont, and Massachusetts.