Out of home (OOH) advertising is a compelling, highly effective medium for capturing consumer attention and driving engagement across important product categories. Whether it’s job recruitment, beverages, personal care, real estate, or dining experiences, OOH ads have an ability to generate awareness, spark interest, and encourage action.
Job Recruitment: Capturing Attention and Driving Applications
Employment-related OOH ads are reaching a broad audience, with 57% of adults recalling such ads, including 35% within the last month. Notably, men, Gen Z adults, and those residing in large urban areas are significantly more likely to notice them.
The impact of these ads goes beyond mere recognition—75% of individuals take some form of action after seeing a job-related ad. A third (33%) of viewers report they’ve actually applied for an advertised position, demonstrating the role of OOH in bridging the gap between employers and potential candidates. Ad content focused on wage and salary information (48%) and benefits offered (39%) is rated as the most compelling by viewers.
Non-Alcoholic Beverages: High Recall and Strong Purchase Intent
OOH ads for non-alcoholic beverages command impressive attention, with 73% of adults recalling the ads, and 56% noticing them in the last month. Certain demographics—men, younger generations, and those in urban areas—exhibit even higher awareness.
Engagement is equally strong, as 73% of consumers report taking action after seeing OOH beverage ads, with 43% purchasing the product or brand advertised. Interest in these ads is highest when they highlight new products (45%) and price-saving opportunities (41%).
Personal Care Products: Influencing Consumer Action and Buying
The personal care industry benefits significantly from OOH, with 70% of adults recalling these ads, including 53% in the last month. Awareness is notably stronger among men, younger generations, and residents of the Northeast and South.
Consumer engagement with personal care product OOH ads is remarkably high—83% of adults report taking action, with over four in ten (41%) making a purchase. Urban consumers show an even greater response, as 46% buy the product after exposure to the ad. Interest levels are substantial, with 84% of adults noting an interest in personal care ads, especially those focused on pricing details (42%) and product benefits (41%).
Real Estate: Leveraging OOH for Property and Agent Awareness
Over six in ten (62%) adults recalling real estate OOH ads, with men leading the way at 70%. Similar to ad notice rates, 59% have recently engaged in an action following ad exposure lead by search (38%), word-of-mouth conversations with family or friends (38%), and realtor or agency website visitation (31%).
More than two-thirds (68%) of consumers have an interest in OOH ads for real estate. The ad messages driving the highest interest are those about local listings (44%), types of homes sold (38%), and information about the experience of the agent or agency.
Sit-Down & Fine Dining Restaurants: Consumer Engagement at its Peak
Fine dining and sit-down restaurants benefit significantly from OOH, with 71% of consumers recalling the ads, including 48% within the last month. Notice rates spike even higher with men, younger consumers, and residents of large urban areas. OOH restaurant ads spark notable engagement, as 86% report taking an action, often by discussing the restaurant with family or friends, searching for the store or reading reviews. Younger generations, in particular, demonstrate digital behaviors such as downloading apps, following brands on social media, and visiting websites.
Interest in restaurant OOH messaging is an impressive 87%, with location (35%) and cost-saving opportunities (34%) ranking as the top ad content.
OOH Ads Drive Awareness, Interest, and Action
OOH advertising is a vital marketing tool for these five key product categories by influencing consumer behavior. Whether it’s job seekers responding to employment ads, consumers purchasing beverages, personal care products or a new home, or diners exploring new restaurant experiences, OOH ads drive engagement and action between brands and consumers.
By focusing on key details such as pricing, benefits, and product features, OOH campaigns can maximize engagement and influence audience behavior in highly effective ways.
Source: The Harris Poll, OAAA
Published: April 28, 2025