When Outdoor Ads Make Sense (And When They Don't)

Here's the truth about outdoor advertising — it's not a magic solution for every marketing problem. I've seen too many businesses jump into OOH campaigns without thinking it through, then wonder why they didn't get the results they expected. Outdoor advertising works incredibly well for certain goals and certain businesses. But for others? It's just expensive wallpaper.

How are you supposed to know when it’s a good idea and when it isn’t? Let me help — I’ll give you the rundown on when it makes sense so you can get the most from your marketing budget.

When Outdoor Advertising Works Best

Do you need mass awareness and broach reach? Then outdoor advertising is a star. If you're opening a new store, launching a product, or running a city-wide promotion, you need eyes on your ads — OOH can be your best friend. It's perfect for getting your message in front of thousands of people quickly.

Outdoor advertising delivers for brand awareness campaigns. It’s not about driving immediate sales — when you see a Coke billboard, you don’t think, “I’ll go buy a Coke.” But you do remember Coke —so that when you are thirsty, you think of them first. This works because outdoor advertising builds familiarity through repeated exposure.

When you want people in the area to know you exist, you have to tell them — if you’re opening a store or launching a new product, outdoor advertising is often the best way to do it. Billboards or transit ads can drive foot traffic from day one.

When You Should Skip Outdoor Advertising

But outdoor advertising isn't right for every situation. If you're selling niche B2B software to a very specific audience, billboards probably aren't your answer. Why pay to reach thousands of people when only a handful are potential customers?

Low-ticket impulse purchases can struggle with outdoor advertising too. A 5-dollar item needs immediate action to be profitable, but outdoor ads work better for building long-term awareness. By the time someone sees your billboard and gets to a store, they've probably forgotten about your specific product.

If you need fast ROI, outdoor advertising might frustrate you. Digital ads can start driving traffic within hours. Outdoor advertising typically takes weeks or months to show measurable results. Brand building efforts through outdoor advertising need 3 to 6 months to prove themselves, while direct response campaigns might show results in 1 to 3 months.