What does OOH mean?
OOH stands for Out Of Home and refers to a form of traditional advertising that encompasses media, typically visual, reaching consumers outside “home” or “captive” spaces. Often abbreviated as OOH, and never pronounced “ooooooh,” unless you’re feeling feisty.
What Does OOH Mean – The Different Types
Out-of-home (OOH) media unlocks a vibrant, dynamic, and diverse world of advertising. It meets people where they are: in the bustling streets, on their daily commutes, and even in the most unexpected places…like a bathroom stall. The sheer variety of OOH media formats—from towering billboards and eye-catching transit wraps to interactive digital screens and ambient installations—is a testament to its ability to adapt and thrive in our fast-paced, visually driven society. Each format is a creative playground, offering endless possibilities for brands to capture attention, spark curiosity, and leave a lasting impression. Whether it’s a clever ad on a bus shelter or a massive mural that turns a city block into an art gallery, OOH media’s diversity gives it a unique advantage to cut through noise, speak directly to audiences, and transform ordinary spaces into extraordinary experiences. This creativity often seen in OOH is driven by the need to stand out in a crowded media landscape, where every glance matters and every interaction counts. Let’s take a look at the 3 specific types of OOH and some colorful examples.
Outdoor OOH
Outdoor OOH (Out-of-Home) advertising refers to the placement of ads in public spaces, such as billboards, bus shelters, kiosks, wild posts, skywriting, train or bus wraps, and even blimps. It is a practical and effective way to reach people as they move through their daily lives, especially in metropolitan areas that are highly populated and dense. Therefore, it is not a surprise that New York City, Los Angeles, Chicago, San Francisco, and Miami are the top 5 cities in the U.S. for outdoor OOH. Whether it’s a billboard on a busy highway, an ad on a bus shelter, or signage in a local park, outdoor OOH connects with audiences in the public spaces they frequent. Outdoor allows brands to communicate their messages in a variety of settings, from large-scale campaigns that reach thousands to more localized efforts that target specific communities. Outdoor OOH is designed to be noticed, offering brands a visible and engaging way to make an impact where people are already looking.
A fun example of an outdoor OOH signage campaign in Miami for GoPuff:
Guerilla OOH
Guerrilla OOH (Out-of-Home) advertising is a form of marketing that uses unconventional, creative, and often low-cost tactics to promote a brand or message in public spaces. Unlike traditional OOH methods like billboards or posters, guerrilla OOH aims to surprise or engage the audience in unexpected ways, often by integrating the ad into the environment in a clever or sometimes disruptive manner. This could include turning everyday objects into advertising spaces, creating pop-up installations in high-traffic areas, using street art to convey a brand message, sticker campaigns, coffee cup sleeves, dry cleaning bags, or still-subversive wild posting. The focus is on creating memorable, attention-grabbing experiences that leave a lasting impression on those who encounter them. By leveraging emotions like surprise, humor, and shock, guerrilla OOH effectively cuts through the clutter of typical advertising in a way other forms of advertising could only dream of.
A creative example of guerrilla OOH by Louis Vuitton at their NYC location:
“Indoor” OOH
“Indoor” OOH (Out-of-Home) media refers to advertisements that are technically indoors, but are placed in locations that are still located outside of a consumer’s home. These can include ads in shopping malls, gyms, office buildings, movie theaters, elevators, office building elevator screens, signage in public transit spaces like airport billboards or subways, FBO baggage claim installations, or jetbridge signage. Despite being inside, these locations see significant foot traffic and offer opportunities to reach consumers in a captive environment, where they may be more receptive to brand messages. Indoor OOH media is often highly targeted. This means it is placed in locations to intentionally reach specific demographics based on the venue’s typical audience. Whether it’s a digital screen in a busy airport terminal or a poster in a gym, indoor OOH leverages the unique environments to connect with people where they work, shop, or play, making it an effective part of an overall advertising strategy.
A great example of indoor OOH located in London alongside the escalator down to the Tube, London’s famous transit system:
Benefits Specific to OOH
Out-of-Home (OOH) media offers several unique advantages that make it an essential component of any comprehensive marketing strategy. Here are some key benefits:
- Unavoidable Exposure: Unlike digital ads that can be skipped, clicked through, or blocked, OOH media is inherently “unskippable.” Whether it’s a billboard on a busy highway, an ad on a bus shelter, or a digital screen in a mall, OOH media is visible to everyone in the area. This helps your message reach a broad audience consistently.
- Targeted Local Impact & Frequency: OOH allows for highly localized targeting. Whether you’re advertising in a specific neighborhood, near a retail location, or along commuter routes, OOH media can be strategically placed to reach your target demographic exactly where they are, influencing purchasing decisions right before they happen. Additionally, OOH provides repeated exposure to the same audience over time, especially when it comes to brand awareness campaigns in densely populated metropolitan areas like NYC. This increase in frequency of ad exposure reinforces brand messages.
- Creative Flexibility: The diversity of OOH formats—from traditional billboards to digital screens, transit ads, and more—offers creative freedom. OOH is widely known for being clever, capturing the consumers eye through visual activations that trigger emotions from the consumer. Brands can experiment with various formats and locations to create memorable and engaging campaigns that stand out in the physical world.
- Strong Brand Recall: Studies have shown that OOH advertising often leads to better brand recall compared to other media. The large, visually impactful nature of OOH ads, combined with their presence in everyday environments, helps engrain the brand message in the minds of consumers.
- Synergy with Digital Campaigns: OOH media works exceptionally well in conjunction with digital campaigns. With technology becoming more and more advanced, OOH has become a popular integration with mobile ads or social media, and can provide the consumer with a cohesive, multi-touchpoint experience that enhances the overall effectiveness of the marketing strategy. This approach not only increases visibility but also drives engagement across multiple platforms.
These benefits make OOH media a powerful tool for reaching diverse audiences, creating memorable brand experiences, and driving results in both local and broad-based marketing efforts.
The Only “Traditional” Media Showing Growth
2019 data told us that Out of Home media was the only form of traditional advertising showing growth, due to its irreplaceable benefits:
- Impact
- Ability to drive brand visibility
- Positive sentiment consumers have toward OOH (57% of consumers trust outdoor ads – a relatively high figure).
And they couldn’t have been more right. Out-of-Home (OOH) media continues to be a formidable force in the advertising landscape, with impressive stats that prove its effectiveness and reach. In a world increasingly saturated with digital content, OOH remains a powerful traditional medium, consistently delivering high engagement and strong brand recall. Let’s look at a few key statistics that highlight the ongoing growth of OOH advertising:
- The global OOH advertising market is projected to reach US$38.96 bn in 2024.
- The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising with a market volume of US$21.68bn in 2024.
- In 2027, OOH ad spending in the US will top $10 billion for the first time, following years of moderate—but steady—growth. (emarketer)
This raises an important question: what will OOH look like in years to come?
What Does OOH Mean for the Future?
The future of Out-of-Home (OOH) media is set to be increasingly dynamic and further integrated with technology, offering brands even more creative and impactful ways to reach audiences. As digital screens and smart technologies become more widespread, OOH is evolving into a more interactive and data-driven medium. Innovations like programmatic buying, which allows for real-time ad placements based on audience data, and the integration of mobile and digital interactions are enhancing the effectiveness of OOH campaigns. The rise of augmented reality (AR) has also started to impact OOH, transforming public spaces into immersive brand experiences. These advancements are positioning OOH media as not just a static advertising platform but as a versatile, engaging, and growing component of the modern marketing mix. You can be sure that it will remain relevant for years to come.
For more on Criterion Global’s innovative Out of Home media planning buying, read our insights on wild posting, from its disruptive beginnings to how mainstream brands can use wild posting to add some edge – and OOH impact – to their media. checkout this case study.
For more specific advice on how your brand can use OOH media to drive measurable results, contact us for an expert opinion and help.