How to Pick the Right OOH Channel for Your Brand

Outdoor advertising formats aren’t about what looks cool or costs the least — you’ve got to match your specific campaign goals to the format that delivers results best. You’ve got to work backwards from your objectives to find the best fit.

The biggest mistake brands make is falling in love with a format before understanding whether it actually serves their goals.

Match Your Format to Your Objective

Start with what you want to achieve… then choose the format that delivers it best. Simple — but not easy! For pure brand awareness, billboards and large-format displays really well. They create massive visual impact and reach broad audiences quickly. If you need immediate footfall to a specific location, street furniture and mall advertising put your message right where people already are.

Brand lift campaigns benefit from premium environments like airports and transit stations where your brand appears alongside established, credible businesses. This association elevates perception and builds trust through context.

Lead generation requires formats that allow for detailed messaging and clear calls-to-action. Subway platforms, bus stops, and supermarket advertising give people enough time to read phone numbers, scan QR codes, or remember website addresses. Quick-glance formats like billboards simply don't provide enough exposure time for complex response mechanisms.

Consider How Your Audience Actually Behaves

Different audiences behave differently in different environments. Your format choice should reflect this reality. Commuters are routine-driven and see the same ads repeatedly, making them perfect for building familiarity over time.

Shoppers are in active buying mode — they’re already motivated to spend. That’s why location-specific messaging and immediate offers work well. Mall and supermarket advertising succeed because they match the audience's mindset and immediate needs.

Travelers have extended dwell times and higher disposable incomes. Airport advertising is ideal for premium brands and detailed product information. You get travelers in a positive, exploratory mindset more receptive to new messaging.