Across the top U.S. markets, diversity is more than a demographic trend- it’s a defining part of local identity. In cities like New York and Boston, diverse audiences shape the cultural and economic heartbeat of their communities. As brands seek to build more meaningful connections, Out of Home (OOH) advertising is proving to be a powerful way to engage audiences with authenticity and relevance.
T-Mobile, Boston Static Bus Shelter
Our expansive network of street furniture allows advertisers to reach multicultural communities directly in the neighborhoods where they live, work, and spend their time. Whether it’s a Mandarin-language casino creative in Flushing or a Boston bus shelter running Spanish-language messaging for a wireless company, brands are able to tailor their campaigns to reflect the communities they are speaking to.
Mohegan Sun, New York Static Bus Shelter
Connecting Through Language and Culture
Speaking the language of the community is essential. Out of Home advertising enables brands to deliver multilingual campaigns at scale, making messaging more accessible and impactful. Language-specific creatives allow brands to build familiarity, trust, and recognition among audiences who may feel overlooked in more generalized media.
Cafe La Llave, New York Static Bus Shelter
In addition to language, creative executions increasingly reflect cultural nuance and shared experiences. From holidays and traditions to visuals that celebrate music, fashion, and food, advertisers are using OOH to tell stories that reflect the everyday lives of multicultural consumers.
Spectrum, New York Static Bus Shelter
OOH That Mirrors the Community
Data from the Outdoor Advertising Association of America (OAAA) shows that multicultural audiences are highly responsive to Out of Home media. In fact, among Asian Americans and Hispanics, nearly 60% and 56% respectively say they are more likely to notice OOH ads that reflect their cultural identity. And compared to US Adults, Hispanics are 14% more likely and Asian Americans are 8% more likely to view OOH ads more favorably compared to other ad formats. These findings point to the power of culturally relevant messaging in generating attention and action.
Champions for Vaccine Education, Equality, and Progress, New York Static Bus Shelter
While national brands are increasingly tailoring their messages to connect with diverse groups, local businesses are also using OOH to reach their communities. Small clinics, lawyers, neighborhood retailers, and service providers are investing in street-level advertising to reach people of similar ethnic and cultural backgrounds. For these businesses, OOH offers a trusted and highly visible way to build recognition right in their own neighborhoods.