From the iconic days of Mad Men and their broadsheet masterpieces, to jingle-filled TV ads, all the way up to influencers and viral TikToks, the evolution of advertising has taken quite the varied journey. But throughout all of the chopping and changing, one constant has never failed to attract and entice and has always stayed—quite literally—in the public eye.
From posters to billboards, using outdoor advertising remains popular and effective to grab people’s attention.
We’ve put together the ultimate guide on how you can harness the power of outdoor advertising to grow your brand, boost your product sales and supercharge your business.
- Outdoor advertising is any form of advertising that reaches people in public spaces outside their homes.
- The key benefits of outdoor advertising are high visibility, cost-effectiveness, the ability to amplify other marketing channels and its ability to engage audiences with memorable, eye-catching content.
- The most common types of outdoor advertising are billboards, posters, transit advertising, mobile advertising and wallscapes or murals.
- To create a solid outdoor advertisement, you need to keep the message simple, choose the right location, know your audience and design with creativity and context in mind.
What is outdoor advertising?
Outdoor advertising, or out-of-home (OOH) advertising, refers to any advertising designed to reach people when they’re outside their homes. This includes everything from billboards and posters to digital displays and ads on public transportation.
The outdoor advertising definition is all about capturing attention in public spaces—places where people naturally spend time, like on busy streets, at bus stops or while commuting. It’s a form of advertising that’s been around for centuries, starting with simple posters and evolving into the high-tech digital ads we see today.
Feather flags as an outdoor advertising example
The goal of outdoor advertising is straightforward: to put your message in front of as many eyes as possible, in places where people are likely to see it multiple times throughout their day. It’s all about maximizing visibility and making sure your brand stands out in public spaces.
Its effectiveness comes from the fact that outdoor adverts have huge reach, are often encountered multiple times a day and are essentially unavoidable. For example, it’s estimated that 92% of the population of London are exposed to bus stop adverts.
What are the most common types of outdoor advertising?
Outdoor advertising has developed and evolved through the years, with new and innovative business sign ideas popping up all the time.
Let’s take a look at some of the most common types of outdoor advertising:
Billboard advertising
When you think of outdoor advertising, the chances are you’ll instantly think of billboards.
These are essentially large-scale posters often found along busy streets and highways. They’re designed for high visibility and instant clarity and often incorporate colorful, eye-catching designs.
Billboard outdoor advertisement design by MindArt89 via 99designs by Vista
Billboards are highly effective, with a 98% reach among drivers and passengers. Not only are they great for visibility, but billboard ads also drive action—online brand searches increase by 17% following exposure. Neuroscientists have found that showing contextually relevant content, such as location, weather or time, can increase brain response by 18%, making the ad more memorable and engaging.
You can also get digital billboards, which are dynamic, modern billboards that utilize LED tech to display moving digital images, animations and videos. According to stats, digital billboards showing dynamic content are considered captivating by 55% of Gen Z. You’ll regularly see this type of outdoor advertising in busy city centers such as Piccadilly Circus, Times Square or Beijing Road.
Sourced via Expedia
If you’re considering this type of outdoor advertisement, remember to keep the message simple and impactful. Here’s a list of useful content you can include on your billboard:
- Brand name and logo
- Product or service details
- Promotions or discounts
- Event announcements
- Location-specific messaging (e.g., “Only 3 blocks away!”)
- Time-sensitive offers or countdowns
Posters
The baby brother of billboards, posters serve a similar purpose. They’re often seen on walls, lamp posts, bus stops, shop windows and any other structures that appear near sidewalks, parks or places with heavy foot traffic.
Posters can contain a bit more information than billboards, as people are able to stop and read them. According to the 2024 Small Business Marketing Report by VistaPrint in partnership with Wix, posters and banners are a particularly effective type of outdoor advertising, helping 23% of consumers find small businesses.
Branded posters are a great outdoor advertising tool
For SMBs considering posters, location is crucial. Focus on high-traffic areas—like bus stops, shopping centers or local events—where people are likely to have the time to stop and engage with your ad.
Additionally, to bridge the gap between traditional and digital advertising, consider incorporating a QR code into your poster. This can drive immediate online engagement, whether it’s visiting your website, signing up for offers or exploring more about your business. By linking your physical advertising to digital touchpoints, you increase the chances of conversion and enhance the effectiveness of your outdoor advertising.
Transit advertising
Transit advertising is placing ads on the exterior and interior of public transportation stations and vehicles such as buses, trains and taxis amongst others.
This is a popular choice to go for as commuters are a great audience to advertise to. You’re almost guaranteed to have a large, regular audience to target and there’s plenty of time for them to engage with and read your content.
Transit outdoor advertising design by gromovnik via 99designs by Vista
Mobile outdoor advertising
Mobile advertising refers to ads placed on moving vehicles, including cars, trucks, planes, buses or even people. These ads travel across different areas, ensuring that they reach a wide and diverse audience, wherever they go.
Considering Americans spend an average of 18 hours a week in their cars, either as drivers or passengers, it’s a type of outdoor advertising you don’t want to skip.
Branded car window decals as outdoor advertising
Mobile outdoor advertising comes in several formats, such as:
- Car decals or branded vehicles, where ads are placed on personal or commercial vehicles.
- Mobile billboards displayed on trucks or vans, which can be driven through high-traffic areas.
- Planes flying banners, often used at events or large gatherings.
- Buses or taxis with ads on the sides or windows, ensuring visibility in urban settings.
- People carrying signage or wearing branded clothing to spread the message in areas with heavy foot traffic.
The impact of mobile advertising is significant. According to the European Outdoor Advertising Association, mobile billboards boost name recognition by 15 times greater than other forms of advertising. It also captures attention more effectively than static billboards, generating 2.5 times more attention—as per Perception Research. Moreover, messages on outdoor mobile billboards have an impressive 97% recall rate, according to RYP and Becker Group, making them highly memorable to the audience.
Sourced via the Van Wagner Aerial
Wallscapes and murals
A more artistic approach to outdoor advertising, wallscapes and murals are often found in urban centers and—if done right—are extremely eye-catching. This method of advertising is typically seen plastered onto the side of buildings, large walls or even sometimes on the street.
These creative displays can transform an ordinary wall into a stunning outdoor media wall, blending art with advertising in a way that captures attention and engages passersby.
Digital out-of-home advertising
Digital out-of-home (DOOH) advertising is transforming public spaces into dynamic storytelling platforms. By integrating geofenced screens with programmatic ad-buying, brands can deliver contextually relevant messages tailored to specific locations and audiences. This approach allows advertisers to target audiences based on real-time data such as location, time of day and weather conditions, enhancing the effectiveness of their campaigns. For instance, a coffee shop can display morning promotions to commuters near transit hubs, while a retail store can showcase evening deals to shoppers in nearby malls.
A key innovation in DOOH is the use of dynamic creatives—ads that automatically adapt their content based on live data inputs. This means that a single ad template can display different messages depending on factors like weather, traffic conditions or local events.
For example, a fast-food chain can promote hot coffee on cold days and iced beverages during heatwaves, all managed through automated systems. This level of personalization not only captures attention but also drives higher engagement and return on investment for advertisers.
Sourced via the BM Outdoor Media
Why is outdoor advertising so useful?
It’s no secret that people generally don’t enjoy being advertised to. Many actively avoid ads, whether by skipping YouTube ads after the first 6 seconds or using ad blockers. However, people spend a significant amount of time outside their homes, providing ample opportunities to capture their attention in a more unavoidable way.
By placing ads on billboards, buildings and transport vehicles, you can deliver a powerful message to a wide range of audiences without worrying about ad blockers. Unlike digital ads, outdoor ads are part of the physical world, making them harder to ignore.
Here are some key benefits of outdoor advertising:
- High visibility: Outdoor advertising is seen in high-traffic areas, ensuring your message reaches a broad audience. In fact, 71% of people regularly look at billboards, and 26% have acted on them.
- Amplifies other channels: According to the Outdoor Advertising Association of America (OAAA), outdoor advertising can amplify the reach of other marketing channels by up to 90% in a given week.
- Cost-effective marketing tool: Compared to other forms of advertising, outdoor ads are significantly cheaper. OOH marketing costs 80% less than television advertising, making it an affordable option for many businesses.
- High engagement: Outdoor ads, especially digital and dynamic ones, generate more attention than traditional formats.
- Hard to ignore: Unlike TV, radio or internet ads, you can’t mute or skip outdoor ads. They are in the physical world, ensuring they are noticed, even when people are distracted.
Billboard outdoor advertisement design by Sangaji Aristo via 99designs by Vista
However, like any marketing strategy, outdoor advertising has its drawbacks:
- Limited message space: Outdoor ads need to be simple and to the point, which can make it difficult to convey complex messages or provide detailed information.
- Weather dependence: Outdoor ads are exposed to the elements, which can affect their visibility and lifespan, especially in extreme weather conditions. You need to choose the materials you use for your signs carefully, aware of the environment where they’ll be shown.
- Competition: With many businesses using outdoor advertising, it can be challenging to make your ad stand out unless it’s creatively designed or strategically placed.
- Limited targeting: While you can choose the location of your ad, outdoor advertising lacks the ability to target individuals based on demographics or behaviors as precisely as digital marketing does.
Despite these drawbacks, outdoor advertising remains a highly effective tool for reaching a broad audience, especially when combined with other marketing strategies.
Sourced via arfected
Crafting effective outdoor advertising
Creating effective outdoor advertising is a blend of art and strategy. Here are some key elements you should consider when creating your outdoor business sign ideas:
1. Simple but effective
Overcomplicating your ad can dilute its impact. The key to success in outdoor advertising is to keep your message short and clear, paired with visuals that are striking but not overwhelming. People will only have a few seconds to absorb your message, so simplicity is critical.
Storefront that features different types of outdoor advertising elements, like flags and posters
A clear, concise message works best when paired with eye-catching visuals. For example, a bold, memorable image can be the perfect hook to grab attention in a split second. Avoid cluttering your design with too much text or unnecessary details—focus on what’s important.
Check out our signage design guide to help you streamline your visuals and create a layout that communicates your brand message effectively in seconds.
2. Context is key
The context in which your ad will appear significantly impacts its effectiveness. Consider the following:
- Size: How large does the ad need to be to stand out in the environment it’s placed in?
- Backdrop: What’s the environment surrounding your ad? Does it blend well or stand out enough?
- Lighting: Is the area well-lit? If not, you may need to use brighter colors or different materials to ensure visibility.
- Proximity to viewers: Will people be close enough to engage with the ad? For example, a billboard on a highway will require larger fonts and simpler images than a poster on a street corner.
Answering these questions helps determine your design elements—such as font size, color contrast and image proportions—so your message comes across clearly, no matter where your audience is.
If you’re new to designing for outdoor media, learn more about the best types of signs for small businesses to find ideas and maximize your signage’s impact.
3. Know your audience
Effective outdoor advertising is all about resonating with your target audience. To create ads that truly connect, you need to understand:
- What emotions does your target audience respond to?
- What problems are they trying to solve, and how does your product or service address them?
- What language and imagery will appeal to their interests?
Once you know your audience’s motivations and behaviors, tailor your ad’s design and message accordingly. A sign targeting busy professionals might use a sleek, minimalist design with an emphasis on convenience, while one aimed at families could be more colorful and playful.
Explore our list of creative small business sign ideas to find signage that will have an impact on your target audience.
4. Location, location, location
Placement is crucial to the success of your outdoor ad. Think of your ad’s location as prime real estate—its visibility and relevance to your audience are everything.
For example, if you’re selling premium steaks, a billboard outside a vegan restaurant would be counterproductive.
Choose a location where your ad will be seen by your target audience at the right time. High-traffic areas near shopping centers, public transport hubs or popular landmarks can help boost engagement.
Remember, the best placement will align with the message you’re trying to convey and make sense to the people passing by.
5. Be consistent with your brand
Brand consistency is key in outdoor advertising. To build trust and recognition, your outdoor ads should reflect your overall brand identity.
Use your brand’s colors, logo and design style to ensure your outdoor ads align with your online presence and other marketing efforts. Don’t forget about the fonts you choose, too. The best fonts for signs are those that are easy to read, yet aligned with your brand identity.
Consistency builds familiarity, and over time, that familiarity leads to trust. The more your audience sees your brand’s signature style, the more likely they are to recognize it and connect it with quality and reliability.
Could your brand use sprucing up? Check out our small business guide to brand identity.
6. Utilize tech
With the evolution of technology, adverts can be so much more than words and images on a piece of paper.
Try incorporating interactive elements into your outdoor adverts. This could be done by adding QR codes, integrating with social media or adding dynamic content that changes based on real-life factors such as the weather or the time of day.
Sourced via 55 Knots
3 quality outdoor business sign ideas
When it comes to creating a lasting impression, the right outdoor business sign idea can be a game-changer for your brand. Whether you’re looking to catch the attention of passersby, create brand recognition or drive foot traffic, effective outdoor signs are crucial.
Let’s look at a few outdoor advertising examples from established brands.
1. Leica poster
Camera manufacturer Leica highlighted the quality of their camera’s zoom feature with this wonderfully clever poster.
Sourced via 55 Knots
Less is often more. Keep your message simple and focus on one key aspect of your product or service. This Leica poster showcases the camera’s zoom feature with very few words, ensuring the message is direct and memorable.
2. Ant-Man movie billboard
Marvel’s viral advertising of their 2015 film ‘Ant-Man’ made a splash by using ant-sized billboards.
Sourced via MightyMega.
When designing outdoor advertisements, it’s important to get creative and make sure your design connects with your brand or message. Think about using the physical space of your ad to engage your audience, whether through unique placement or interactive elements that spark curiosity.
And just like the Ant-Man billboard ties into the movie’s shrinking concept, make sure your ad highlights your product’s key features or the core theme of your campaign.
3. The Economist billboard
This billboard from the Economist goes to show that simplicity truly is a fantastic tool for catching people’s attention.
Sourced via Dash Two
One standout characteristic of this outdoor advertisement is that it doubles as a potential backdrop for photos. People may take pictures in front of it and share them online, which can help extend the ad’s reach and increase its visibility through social sharing.
Embrace the power of outdoor advertising
Even as advertising continues its colorful evolution, outdoor advertising remains a veritable superpower and a fantastic tool for any business looking to reach a wider audience.
From posters to digital billboards, outdoor advertising gives marketers and businesses the opportunity to get creative and design something that can truly catch the eye of audiences across the globe.
Outdoor advertising FAQs
What is outdoor advertising and how does it work?
Outdoor advertising refers to any form of advertising that reaches audiences in public spaces, such as billboards, posters and transit ads, aiming to capture attention in real-world settings.
What are the different types of outdoor advertising?
The main types of outdoor advertising include billboards, posters, transit advertising, mobile ads and outdoor media walls, each offering unique ways to reach a broad audience.
What are some outdoor business signs ideas for small businesses?
Small businesses can use creative posters, mobile billboards or outdoor media walls to boost visibility and engage local audiences. Make them something passerby can interact with, like take a picture, or offer a time-sensitive discount.
What are the drawbacks of outdoor advertising?
Drawbacks of outdoor advertising include limited message space, dependence on weather conditions, high competition for visibility and a lack of precise targeting compared to digital ads.
