In today’s crowded advertising landscape, brands must think beyond isolated campaigns to maximize their impact. Combining Out-of-Home (OOH) advertising with social media creates a powerful synergy that drives engagement, fosters consumer action, and amplifies brand visibility. According to a 2024 survey by Harris Poll, this winning combination has proven to be especially effective in connecting with younger, urban, and diverse audiences. Let’s explore why OOH and social media work so well together.
Engagement Through Integration
Over two-thirds of adults (67%) have noticed OOH ads incorporating social media elements such as hashtags, QR codes, or handles, with half (52%) agreeing that this integration increases their likelihood of engaging with brands online. These interactive elements bridge the physical and digital realms, inviting audiences to act instantly—whether by scanning a code, searching for a brand, or participating in a challenge.
This seamless integration extends the lifespan of OOH ads. For example, an engaging OOH campaign in a bustling urban area can generate user-generated content, encouraging people to share photos or videos on their social platforms. Remarkably, 40% of adults report sharing OOH ads on social media at least sometimes, amplifying the campaign’s reach organically.
Driving Social Media Behavior
OOH campaigns don’t just raise awareness—they influence actions. Nearly half of adults (48%) say OOH ads affect their decisions about following brands on social media. Popular OOH formats such as billboards, digital displays, and transit ads have the power to redirect consumers to branded online communities, fueling long-term engagement. Moreover, campaigns featuring iconic locations or influencer endorsements resonate deeply, especially among Gen Z, Millennials, Black, and Hispanic audiences.
For instance, seeing an OOH ad in a high-traffic or iconic area makes 65% of adults more likely to take action, whether by visiting a website, following a brand, or making a purchase. When shared on social media, these ads inspire further discovery and participation, multiplying their impact.
Influencers: The Catalyst in the Mix
Adding influencers to the OOH-social media equation can significantly enhance results. Influencer endorsements in OOH ads create a halo of trust and relatability, with 67% of consumers saying they’re likely to act based on such endorsements. This effect is particularly pronounced among younger demographics, where influencers’ credibility lends authenticity to the campaigns.
Imagine a vibrant OOH ad in Times Square featuring an influencer promoting a new product. Beyond capturing in-person attention, this ad can ripple through social media as followers of the influencer repost it, creating a viral loop of awareness and action.
The Urban Advantage
Urban environments magnify the impact of OOH-social media campaigns. In areas with over 1 million residents, 79% of adults say they are likely to act after seeing an OOH ad. The vibrancy of cities offers brands the perfect stage to create buzz-worthy moments that naturally transition into digital conversations. Whether it’s an eye-catching mural or a digital screen showcasing real-time social media posts, these activations are built for shareability.
Key Takeaways for Brands
- Combine Physical and Digital: Use OOH ads to direct consumers to your social media platforms through QR codes, hashtags, or handles. Keep the call-to-action clear and enticing.
- Leverage Iconic Locations: Place ads in high-traffic areas to elevate perceptions of quality and trustworthiness while increasing the likelihood of online sharing.
- Engage Influencers: Partner with influencers to extend the credibility and reach of your OOH campaigns across social platforms.
- Focus on Shareability: Design creative, culturally relevant campaigns that compel audiences to share content online.
The Bottom Line
OOH and social media aren’t just complementary; together, they create a dynamic ecosystem where brands can engage consumers across multiple touchpoints. By crafting campaigns that leverage the strengths of both channels, marketers can turn a single ad into a multi-platform experience that resonates far and wide.