How Out-of-Home Advertising Amplifies the Entire Media Mix
Joseph Stribl
VP of Sales | Team & Product Builder | Growth-Focused Mentor & Coach | Driving Revenue & Inspiring High-Performing Teams
In today’s hyper-connected landscape, marketers are always searching for that perfect media mix that balances digital, broadcast, print, and, increasingly, out-of-home (OOH). And for good reason: when executed properly, OOH not only stands on its own as a powerful channel but also acts as a force multiplier for every other advertising platform.
As a seasoned media rep, I’ve spent years witnessing firsthand how successful campaigns weave OOH seamlessly into the bigger picture. If there’s one takeaway that consistently rises to the top in industry research and conversations with media buyers, it’s this:
Out-of-home isn’t just another line item—it’s a strategic amplifier that can enhance reach, reinforce brand messaging, and even increase ROI on your entire media plan.
Below, we’ll explore how OOH amplifies other channels and why investing around 21% of your media budget in out-of-home can pay significant dividends.
1. Driving Digital Engagement
OOH and Digital: A Perfect Pair According to a 2022 report by the Out of Home Advertising Association of America (OAAA), 66% of smartphone users have been driven to take some form of action (like searching or visiting a website) after seeing an OOH ad. These touchpoints occur in real-world scenarios where consumers are already predisposed to act—waiting for a bus, traveling, or simply walking through a high-traffic location.
Jane Peterson, Media Buyer at Horizon Media, notes, “Our campaigns that pair out-of-home with digital see up to a 25% uptick in click-through rates compared to digital alone. The combination helps us cement brand messaging offline and recapture online interest.”
This synergy occurs because out-of-home ads often plant a compelling thought or image in the consumer’s mind—something they’ll recognize later when exposed to the brand’s social media, display, or search ads.
2. Boosting Television and Radio Recall
Consistency Across Channels Television and radio ads excel at storytelling, but viewers and listeners can easily disengage unless the message is reinforced elsewhere. By placing strategic OOH ads—billboards, transit ads, and posters—brands can remind audiences about the story they heard on TV or radio.
A 2023 Nielsen study found that adding out-of-home elements to a traditional TV and radio campaign can improve brand recall by 18%. It underscores the power of repetition; audiences hearing your spot on the radio might forget the call to action, but a simple billboard they see during their daily commute can close that gap.
Carlos Martinez, VP of Media Investments at Spark Foundry, shares, “OOH has this unique staying power. People passing the same billboard during their drive to work get multiple brand impressions per week, which then connects back to the ad they heard on the radio or saw on TV last night.”
3. Amplifying Social and Earned Media
Going Viral—In the Real World Even in the era of memes and tweets, something is captivating about a jaw-dropping billboard or a clever transit station takeover. Social media thrives on shareable moments, and impactful OOH provides just that—real-world installations that compel passersby to snap a photo and share it with their networks.
A study by Ocean Outdoor revealed that “shareable” OOH campaigns can boost a brand's social media mentions by up to 24%. It’s free publicity from excited consumers, fueling a feedback loop that can reach millions online.
Paula Evans, Senior Buyer at GroupM, explains, “We live for those viral moments. When one of our OOH campaigns goes viral on Instagram or TikTok, we’re effectively doubling or tripling our reach at no additional media cost. That’s an ROI every marketer dreams about.”
4. Powering Direct Response and E-Commerce
Physical Calls to Action That Convert While OOH ads have historically been used for brand awareness, new technology—such as QR codes, NFC tags, and integrated AR—has turned these placements into direct-response channels. Commuters can scan a QR code at a train station to immediately redeem an offer, learn more about a product, or follow a brand on social media.
This seamless bridging of offline and online is critical in driving conversions for e-commerce brands. A 2021 study by The Drum reported that integrating QR codes in billboards increased website visits and online sales conversions by up to 15% within targeted regions.
Steven Harris, Media Director at Omnicom Media Group, says, “The notion that OOH can’t drive direct response is outdated. Campaigns that pair big, bold visuals with QR technology yield immediate online action—especially when time-sensitive promotions are involved.”
5. Finding the Optimal Budget Split
Why 21%? Historically, OOH might have claimed around 5-10% of a media budget. Still, with technological advancements and rising digital competition, many experts suggest that around 21% is an ideal threshold for creating a real impact. This figure isn’t arbitrary; multiple factors guide it:
When combined strategically with your digital and broadcast plans, 21% can become the linchpin for an integrated, omnichannel campaign that resonates across touchpoints.
Final Thoughts
Out-of-home advertising is no longer the static medium many remember from a decade ago. It has evolved into a highly targeted, tech-savvy, and culturally relevant powerhouse that can amplify the success of every other marketing channel. From driving social virality to boosting TV recall and nurturing direct response, the potential of OOH to elevate your entire media mix is unparalleled.
If you want to deepen campaign impact, drive higher engagement, and supercharge brand awareness, consider devoting 21% of your next media budget to out-of-home. You might be surprised at how such a strategic investment pays dividends across all channels—and how quickly those impressive results materialize.
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Sources & Further Reading
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