The Power of OOH Advertising: Social Media and Iconic Locations

Out of home (OOH) advertising continues to evolve as a highly impactful marketing strategy, leveraging social media elements and placements in iconic locations to drive consumer engagement. The latest Harris Poll survey provides insights into the effectiveness of these tactics in capturing attention and motivating action.

OOH Ads in Iconic Locations Enhance Consumer Engagement

• 66% of adults report that OOH ads in iconic or high traffic locations would impact their opinion of a brand/product
• 65% of adults are likely to act after seeing OOH ads in high-traffic or iconic areas like Times Square 
• 48% of adults report that ads in these locations generate greater interest compared to other types of advertising. 
• 46% associate brands featured in these locations with high quality brand perception.

Actions Taken After Seeing Product/Brand in OOH Ad in Iconic or High Traffic Areas

Urban residents, Black, Hispanic, Gen Z, and Millennials show the highest levels of engagement with iconic-location OOH ads.

Opinion of Brand/Product After Seeing OOH Ad in Iconic or High Traffic Areas

Among those whose opinion would be impacted in any way (‘I would think the brand/product is…’)

• High quality (46%) 
• Trustworthy (39%)
• More memorable than others (38%)
• More desirable than others (37%)
• Expensive or luxury (33%)

OOH advertising, when strategically combined with social media elements or placed in iconic locations, emerges as an ultra-powerful tool to connect with diverse audiences. Its ability to drive engagement and inspire action makes it indispensable for modern marketing campaign for targeting digitally savvy consumers.

OOH Drives Consumer Engagement with Social Media

• 67% of adults have noticed OOH ads incorporating social media elements such as handles, QR codes, hashtags, or promotions.
• 52% of adults report that these elements make them more likely to interact with brands online. 
• 48% of adults report that OOH ads influence decisions about whether to follow brands on social media
• 45% of adults report that OOH ads influence social media behavior

Social Media Actions Taken After Seeing OOH Ads:

Reasons For Sharing OOH Ads on Social Media
 

Among those who have shared an OOH ad on social media

• It was entertaining (39%)
• It was educational/taught me something (36%)
• It had a discount or offer I wanted to share with others (35%)
• It was culturally or socially relevant (33%)