• by Laurie Sullivan  @lauriesullivan, December 4, 2024

Two-thirds of adults have seen a piece of social media used in an out-of-home ad, and 52% agree that the integration of this type of content makes it more likely to interact with brands online, according to data released Wednesday. 

While 45% of respondents said OOH ads do not influence their social media behavior, 52% said seeing an OOH ad at a major event makes them more interested in the brand or product, according to the Out of Home Advertising Association of America (OAAA).

“In large urban areas, Hispanic and Black populations, as well as young adults can be difficult to reach, but OOH mixed with social media resonates well,” said OAAA CEO Anna Bager.

Gen Z and Millennials are more engaged with OOH ads and influenced by social media and influencer elements, while Hispanic and Black adults show higher engagement, more interaction with OOH content, and stronger positive perceptions of brands in these ads.

Overall, 67% of respondents said they are likely to act after seeing an influencer-endorsed product in an OOH ad. Some 48% said they visited brand websites, and 48% said they made purchases.

When OOH is tied to TikTok and Instagram it changes the perception, Bager said. In fact, she went as far as to call the strong connection “mind blowing.”

The U.S. survey conducted online by The Harris Poll on behalf of OAAA focused on the amplification of OOH through social media and how influencers can complement ads seen on billboards, gas station pumps and other locations. It surveyed 2,035 adults ages 18 and older and fielded from October 22–24. Respondents were among those who had agreed to participate in past surveys.

OOH Amplification Enhancing Engagement: Social Media, Influencers & Iconic Locations, the title of the report, analyzes the impact of social media and influence on content in OOH ads. Data shows that Gen Z and Millennials are significantly more engaged with OOH advertising compared with Gen X and Boomers. Hispanic and Black adults are more engaged with OOH advertising compared with white adults. They also tend to notice social media elements used in OOH ads more often.

Overall, 67% of adults recall seeing social media elements in OOH ads. Some 40% of adults share OOH ads on social media at least sometimes, with 39% being driven by entertaining, 36% by educational content, and 35% by discounts.

When it comes to influencer content in OOH ads, 47% of adults notice influencer content, with 81% believing influencer endorsements benefit all products. Forty-eight percent seem to think influencers boost the perceptions of brand quality, 48% improve trustworthiness, and 34% boost desirability of the products or services.

Location is everything, with 65% of adults are likely to act after seeing OOH ads in iconic or high-traffic areas like Times Square.

About 46% perceive brands advertised in iconic locations as high quality, with 39% suggesting similar associations of trustworthiness, and 33% related to luxury.

Residents in large urban areas with a population of 1 million or more report higher engagement and are more likely to act on OOH ads compared to those in suburban or rural settings.