Consumers are spending less time scrolling and more time experiencing the real world. Out of Home (OOH) advertising meets them there—capturing attention where it matters most.
Spring is almost here, and with it comes a renewed energy to get outside. Across the U.S., people are eager to spend less time indoors and more time out in the world—walking through parks, grabbing coffee at outdoor cafes, commuting to work, attending events, and shopping in person.
This shift in behavior is great news for Out of Home advertising, which continues to grow as a powerful way for brands to reach people where they actually are—not just on their devices. OOH (US) revenue hit a record-breaking $2.78 billion in Q2 2024, a 3.4% increase year-over-year, proving that brands are investing more in real-world advertising. (OAAA )
At the same time, marketers are still pouring billions into social media ads, trying to capture attention in cluttered feeds with U.S. brands alone contributing over $76.4 billion in 2024. (Statista )
Consumers Are Spending Less Time on Social—and More Time Outside
The shift is already happening. Consumers are actively reducing their screen time, and brands that rely solely on digital channels risk missing out on key moments of engagement.
- 86% of Gen Z has taken steps to reduce their social media usage, with 57% wishing social media didn’t exist at all. (McCrindle Research, “The Future Consumer Report 2025”)
- 57% of Americans say they are craving more outdoor time than ever before. (SWNS Digital, “Why Americans Are Craving Outdoor Time More Than Ever,” May 2024)
As people disconnect from their screens, OOH advertising is uniquely positioned to capture attention in the real world, when consumers are in a more receptive mindset.
OOH Advertising: Efficient Reach & Frequency in the Real World
Unlike digital advertising, which is plagued by clutter, ad fraud, and declining engagement, OOH offers unmatched efficiency in reaching both existing and incremental audiences.
- OOH delivers 7.5X more reach and 10X more CPM value than a Super Bowl ad. (OAAA, “The Power of Out of Home,” 2025)
- Out-of-Home campaigns increase consumer action by 68% when combined with mobile advertising. (Vistar Media, “10 Must-Know Facts About Out-of-Home,” 2024)
- Brands using OOH see a 31% lift in search activity and a 56% increase in social media engagement. (Vistar Media, “OOH Drives Digital Amplification,” 2024)
Through high-frequency placements in transit hubs, urban centers, and retail corridors, OOH ensures that brand messaging is reinforced multiple times per day—without the unpredictability of social media algorithms.
The Digital Evolution of OOH
Out of Home is no longer just static billboards—it’s smarter, more dynamic, and more data-driven than ever, allowing brands to reach the right audiences with greater precision and impact.
- U.S. DOOH ad spend is forecasted to reach $9.89 billion by 2025. (Statista )
- 55% of marketers are increasing their DOOH budgets, citing automation and efficiency as key drivers. (VIOOH, “State of the Nation 2024”)
- 73% of consumers view DOOH ads favorably, ranking it higher than both television and online ads. (OAAA, “The Consumer Perception of Digital OOH,” 2024)
This digital transformation means that marketers accustomed to programmatic and digital media buying now have new opportunities to leverage OOH in ways that weren’t possible before. However, operating effectively in this evolving and fragmented ecosystem requires domain expertise, the right tools, and strategic execution to maximize impact.
Reaching Consumers Where They Pay Attention
For too long, brands have defaulted to digital-first strategies, assuming that online platforms are the best way to engage consumers. But screen fatigue and ad saturation are making social and digital ads less effective.
OOH, on the other hand, naturally commands attention:
- 66% of consumers say they are highly attentive to OOH ads when commuting, shopping, or attending events. (OAAA, “Out-of-Home Consumer Engagement Report,” 2024)
- Brand recall for OOH is 47% higher than for social media ads. (Nielsen, “OOH Effectiveness Study,” 2024)
- Outdoor advertising increases brand trust by 24% compared to online ads. (JCDecaux, “OOH Trust & Brand Impact Study,” 2024)
Instead of competing for fleeting attention on a phone screen, OOH connects with consumers when they are in a better state of mind to absorb brand messages.
The Future of OOH: More Digital, More Data, More Opportunity
As OOH continues to evolve, it’s becoming one of the most powerful, measurable, and scalable media channels available today. The brands that embrace this shift will be the ones that:
- Break free from digital ad saturation.
- Reach consumers when they are most receptive.
- Leverage data-driven strategies for smarter media planning.