Out-of-home advertising (OOH) is any visual advertising media found outside of the home. This can include billboards and signs, ads on street furniture like bus shelters or benches, in transit areas like airports or train stations, and place-based ad media like you might see at a stadium or in the cinema. These various formats account for thousands of locations and millions of screens around the world.
OOH is an expansive category, and today represents spending of about $29 billion across key markets around the world. Some of the world’s most important advertisers, including McDonalds, Apple, Amazon, HBO, and Coca-Cola, all make regular and extensive use of various OOH formats in their campaigns.
Example: Apple’s clever “Shot on an iPhone” billboard campaign invited its customers to send in photos shot on their iPhones. Standouts were turned into billboards that appealed to onlookers’ aspirations.