• by Fern Siegel , January 5, 2026

A survey by U.K. media agency Excite OOH found 80% of consumers report making purchases after encountering out-of-home ads.

The physical medium in a digital world remains strong, with 77% surveyed saying they discover new brands or products via outdoor ads. 

“Brands that integrate OOH thoughtfully into their campaigns see higher engagement, immediate purchase behaviors and stronger long-term recall. It’s proof that outdoor advertising, far from being ‘old school,’ is a highly effective driver of both awareness and conversion,” said Elliot Ward, founder, Excite OOH.

The agency cites the repeat exposure, eye-catching billboards, contextual placement and social-media elements of campaigns that go viral as reasons for OOH's impact.

Outdoor ads combine creativity and scale — and cannot be scrolled past. The striking visuals can garner attention and brand awareness. That reality often translates into sales uplifts, added Ward.

Excite OOH's client work includes Major League Baseball, Pizza Express and Fitness First.