For too long, Out-of-Home (OOH) advertising has been pigeonholed as a “brand awareness only” play – think splashy billboards and subway takeovers that look great but offer little in the way of measurable results. But in 2025, that outdated perception couldn’t be further from the truth.
OOH has quietly undergone a dramatic transformation, emerging as one of the most effective, yet underrated, performance channels for any growth-minded advertiser. Thanks to advancements in data-powered planning, real-time attribution, and programmatic access, OOH is now delivering tangible ROI: driving app installs, boosting e-commerce conversions, increasing foot traffic, and much more.
At OneScreen.ai, we’re seeing a significant shift. More agencies and direct-to-consumer (DTC) brands are investing substantial budgets in OOH, not just for awareness, but to achieve concrete, measurable business outcomes.
So, why are smart marketers taking a fresh look at OOH this year?
1. Digital Fatigue is Real, and OOH Cuts Through the Noise
Customer Acquisition Costs (CAC) are soaring. Paid social feeds are saturated. Attribution windows are shrinking. For DTC marketers, navigating the digital landscape in 2025 is tougher (and pricier) than ever before.
OOH offers a refreshing alternative: physical presence, unskippable impressions, and high-impact creative in the real world. From hyper-local wildposting campaigns to nationwide networks of gym screens, OOH helps DTC brands stand out, build genuine trust, and drive action without fighting for fleeting pixels on a screen.
What’s more, OOH synergizes powerfully with digital efforts. Industry studies show that integrating OOH into your media mix can boost search engagement and social performance by up to 48%.
2. Hyper-Targeting Has Arrived: OOH Can Be Local, Niche, and Nimble
Forget the notion that OOH is only for Super Bowl-sized budgets.
With tools like OneScreen, agencies and growth teams can plan campaigns down to the zip code or even venue level. Want to reach sneaker enthusiasts in SoHo the week of a new shoe drop? Health-conscious professionals near specific Whole Foods locations? New parents at pediatric clinics? OOH make it happen – quickly, affordably, and at scale.
With programmatic inventory across 1,600+ media owners and smart audience overlays, you can launch highly targeted activations that feel as personalized as your best paid social campaigns.
3. OOH is Measurable, And That Changes Everything
For performance marketers and media buyers, measurability isn’t a bonus; it’s essential. And OOH now delivers.
Harnessing the power of location intelligence, mobile data, and sophisticated attribution models, today’s OOH campaigns can be directly linked to results. Whether you’re tracking store visits, website sessions, or direct conversions, you can now see the impact. Platforms like OneScreen allow agencies and brands to monitor performance in real-time, compare placements, and optimize creative or spend with the same precision you’d apply to a Facebook or Google campaign.
OOH is no longer a black box. It’s a data-backed performance channel.
4. Agencies Are Reclaiming Control with Self-Serve Platforms
The days of opaque OOH buying processes and lengthy lead times are over. Platforms like OneScreen provide agencies and marketers with full visibility into inventory, audiences, pricing, and, crucially, performance results.
Whether you’re managing campaigns for multiple clients or executing a regional blitz for a DTC brand, our platform puts you firmly in the driver’s seat, from initial planning straight through to comprehensive reporting.
Finally, OOH works the way modern media buying should: transparent, flexible, and fully accountable.
5. OOH Drives Performance – The Proof is in the Outcomes
OOH isn’t just delivering soft metrics; it’s driving serious performance for DTC brands and their agency partners. Here are just a few examples we’ve seen firsthand:
- Smart Ring Brand – 222% Conversion Lift
A health wearable company ran a six-week campaign (during Daylight Savings and Sleep Awareness Week) and saw a 222% lift in order conversions, along with a 125% increase in homepage visits and an 82% uplift in purchase intent, thanks to time-sensitive DOOH messaging. - HexClad Cookware – Up to 322% Homepage Visit Lift
In a multi-market campaign across Denver, Chicago, and New York, HexClad achieved a 322% lift in homepage visits and a 286% increase in conversion-page visits, with similarly impressive results in other markets (e.g., 251% visits lift in Chicago). - Bobbie Infant Formula – 79% Lift in Product Page Visits & 486% in Conversions
A focused campaign around a flagship Whole Foods billboard in Austin drove a 79% increase in “Starter Bundle” product page visits and a 486% lift in checkouts, tracked via control-group MAID data. - Cozy Earth – 38% Direct Traffic & 35% Search Traffic Increases
During an eight-week campaign in Salt Lake City, Cozy Earth saw a 38% boost in direct traffic, a 35% lift in search traffic, and a 75% increase in brand search volume.
When OOH is treated as a performance channel, from precise targeting to impactful creative to robust tracking, it consistently delivers impressive results.
OOH in 2025: No Longer Just a Brand Channel
If you’re an agency aiming to deliver more measurable value for your clients, or a DTC brand seeking to diversify your media mix beyond the increasingly noisy digital realm, OOH deserves your serious attention.
It’s no longer just about awareness. It’s about performance, with real-world impact and digital-grade accountability.