Schools ranks sixth in product category OOH spend, delivering high engagement with Gen Z and parents alike
Out of home (OOH) advertising has become a go-to channel for colleges and universities looking to cut through the noise and connect with students and their parents. The education category now ranks sixth overall for total OOH product category spend, proving the medium’s power to influence high-stakes decisions.
OOH’s strong performance among younger consumers, such as Gen Z and Millennials, explains part of the story, but it’s the channel’s ability to drive real-world action that sets it apart. Research from OAAA and The Harris Poll shows that schools investing in OOH aren’t just getting noticed, they’re getting results.
2024 Top Ten Product Categories Ranked by OOH Spend:
- Legal Service
- Hospitals, Clinics & Medical Centers
- Quick Service Restaurants
- Domestic Hotels & Resorts
- Consumer Banking
- Colleges & Universities
- Local Government
- Motion Pictures
- Chain Food Stores & Supermarkets
- Cable & Satellite TV
Research from OAAA and The Harris Poll underscores the value and effectiveness of higher education investment in the OOH channel.
Over Half of U.S. Adults Recently Noticed an OOH Ad for Higher Education
OOH ads for colleges and universities are particularly effective with urban audiences, men, parents, and Black and Hispanic consumers. Younger demographics, particularly Gen Z and Millennials, also significantly over-index in ad recall within the higher education space.
OOH Drives Action, Especially Among Gen Z and Urban Consumers
Roughly 7 in 10 people who noticed an OOH ad for a college or university took action. Among Gen Z and people living in large urban markets, that number climbs to over 80%.
Top actions include:
- Word-of-mouth conversations about the institution
- Visiting the school’s website
- Conducting a search for more information
Notably, Boomers lead the way in sparking word-of-mouth discussions, a key behavior in the decision-making process for families.
What Audiences Want to See in College Ads
The higher education landscape has shifted dramatically post-COVID, and so have the messages that resonate most.
Affordability topped the list of desired ad themes, especially for Hispanic audiences, urban dwellers, and middle-income households. Other top-ranked messages include:
- Online degree or certificate options
- Career services
- Specific academic programs
OOH’s impact is particularly compelling given current trends facing institutions including these significant challenges and areas of concern.
1. Demographic shifts and the “enrollment cliff”
- A projected decline in college-age students (those aged 18-24) beginning around 2025, primarily due to lower birth rates after the 2008 Great Recession, is a major factor impacting enrollment numbers.
2. Overall enrollment trends (Spring 2025)
- Total postsecondary enrollment increased by 3.2% compared to Spring 2024, representing 562,000 additional students.
- Undergraduate enrollment also grew by 3.5% but remains 2.4% below pre-pandemic levels (Spring 2020).
- Graduate enrollment increased by 1.5% compared to Spring 2024 and is 7.2% higher than in 2020.
3. Growth areas
- Community Colleges: Public two-year institutions, particularly those focusing on vocational training, are experiencing significant enrollment growth.
- Certificate Programs: Undergraduate and graduate certificate programs are seeing increased interest, suggesting a demand for shorter, career-focused education options.
- Non-traditional students: Enrollment among students in their late twenties is showing signs of recovery, and colleges are increasingly focusing on attracting and supporting non-traditional students, including working adults, career changers, and lifelong learners.
- Diversity: Enrollment increased across most ethnoracial groups, with Black and multiracial undergraduate students experiencing the most substantial growth.
- Some regions: While some areas like the Midwest and Northeast are projected to see declines in college-age populations, others, such as the South, are experiencing growth in the number of high school graduates.
4. Challenges and concerns
- Financial pressures: Rising costs of tuition and housing, combined with inflationary pressures and concerns about student debt, are impacting affordability and causing some students to reconsider pursuing a four-year degree.
- FAFSA delays: Disruptions and technical issues with the FAFSA (Federal student aid) rollout in the past have created uncertainty around financial aid and may lead to reduced enrollment, especially among low-income and minority students.
- Competition from alternative pathways: The growing popularity of trade schools, online programs, and direct-to-employer training is diverting students away from traditional four-year degree programs.
- Public perception of value: Skepticism about the value of a college degree in the current job market is leading some students and families to question the return on investment of a four-year degree.
5. Institutions are adapting
- Many colleges and universities are responding by investing in personalized marketing strategies, leveraging data and analytics to understand student needs, and expanding online and hybrid learning options.
- Some are also focusing on demonstrating the value proposition of a college education by highlighting career outcomes and partnering with employers.
- Efforts to enhance student support, particularly around mental health and academic preparedness, are also becoming increasingly important.
While the current landscape for higher education presents challenges, particularly around declining demographics and affordability, there are also signs of growth and adaptation. Institutions that are agile, innovative, and focused on student success appear to be best positioned to thrive in this evolving environment – and OOH can be a highly effective partner in delivering those messages.
Published: July 23, 2025