OOH Ads | Out-of-Home Visibility | Colibri Digital Marketing

In today’s crowded digital landscape, standing out is more challenging than ever, especially for small businesses. Many are turning to an often overlooked channel evolving fast: OOH ads.

These digital billboards, interactive kiosks, and smart screens are no longer just for national brands. Thanks to lower costs and simplified ad platforms, small businesses can now use OOH advertising to gain high-impact, real-world visibility. In 2025, it’s becoming one of the most effective ways to build brand awareness, drive engagement, and connect with customers where they are.

The Rise of Digital OOH Ads

Digital OOH advertising is growing fast and getting smarter. What began as static billboards has evolved into a flexible format that includes LED screens in malls, transit hubs, gyms, and public spaces. These screens can rotate messages in real time, adapting to the hour, weather, or audience behavior.

As of 2024, the U.S. accounted for 37% of the global digital signage market, with small and mid-sized businesses helping drive adoption. Tools like AdQuick, Vistar Media, and StackAdapt allow local brands to book digital ad space independently without needing large agency contracts.

And the industry is booming. According to the Out of Home Advertising Association of America (OAAA), U.S. OOH ad revenue reached $9.1 billion in 2024, with nearly one-third coming from digital formats (DOOH). Better targeting, easier content management, and lower costs have made this channel more accessible.

Boosting Brand Visibility with Smart OOH Campaigns

OOH ads deliver unmatched visibility. Digital billboards in high-traffic areas capture attention by design. A 2020 Nielsen study revealed that 52% of consumers noticed digital billboards providing directions to a store, business, or restaurant, and 57% immediately visited the business after viewing the ad. Furthermore, 93% of those who went made a purchase. ​

This visibility enhances brand credibility. For small businesses, appearing on a large screen in a prominent location instantly boosts perceived trust and professionalism. It demonstrates your investment in the community and signals that your business is established and reliable.​

OOH ads also drive online engagement. The same Nielsen study found that over half of smartphone consumers have engaged on their mobile devices after seeing a digital billboard in the past year. These actions include visiting an advertiser’s website, searching for them online, visiting a store or restaurant, or posting to social media. 

Real-Life Examples​

For instance, British Airways’ ‘Windows’ campaign in 2024 utilized minimalist imagery of airplane windows to evoke emotion and brand recognition without any text or logos. This innovative approach led to a significant increase in ad awareness and earned a Gold Lion at Cannes. ​

Similarly, Specsavers’ ‘Should’ve Gone to Specsavers‘ OOH stunts featured humorous billboards with intentional errors, such as welcoming passengers to the wrong city. These playful ads went viral, demonstrating how creative OOH advertising can engage audiences and amplify brand messaging. ​Source: Marketing Week

Seasonal Strategies: Leveraging OOH Ads During Key Moments

Spring and summer are peak seasons for OOH exposure. As the weather warms, people spend more time outside: commuting, walking, traveling, and attending local events. This makes it the perfect time to meet your audience in person. Now, in May, businesses can tie OOH messages to holidays like Mother’s Day, Memorial Day sales, or community festivals. 

Summer opens even more opportunities. Think Fourth of July sales, outdoor concerts, and local fairs. Because digital screens can be updated instantly, you can run a June ad for graduation, then switch to a “Beat the Heat” special by July, all on the same platform.

Real-Life Examples

The Las Vegas Convention and Visitors Authority did just that, targeting Chicago commuters with digital train station ads on Fridays promoting weekend getaways. While LVCVA is a large organization, small businesses can replicate this locally, like a winery advertising tastings during a nearby festival.

Burger King’s “Traffic Jam Whopper” campaign in Mexico City took this idea to the next level by targeting drivers stuck in heavy traffic. The campaign used real-time traffic data to trigger digital billboards encouraging people to order via the Burger King app, with food delivered directly to their cars. Burger King turned frustrating moments into sales by advertising exactly when and where customers were most receptive. 

Maximizing ROI: Making Your OOH Ads Investment Count

You don’t need a big budget to see big results. Here are some tips to start using Out-of-Home digital ads:

Use High-Impact Locations

Start by choosing high-impact locations where your ideal customer spends time. For example, a tutoring center might target transit shelters near schools, while a coffee shop could choose digital kiosks near office buildings.

Dayparting for Peak Performance

Leverage dayparting (scheduling ads for specific times of day) to maximize impressions during peak hours. Run breakfast specials in the morning or gym promos after work.

Make your Ads Trackable

Use QR codes, promo codes, or custom URLs (unique links to specific landing pages) to tie your billboard to a measurable result. This lets you see who took action after seeing your ad.

Integrate Across Channels for Greater Impact

Reinforce your billboard message with matching social media posts, digital ads like Google Ads, or email. Encourage interaction, ask customers to share a selfie with your ad, and tag your business.

Final Thoughts: Put Your Brand in the Spotlight

OOH Ads are no longer out of reach for small businesses. With digital platforms, flexible pricing, and better tools to track results, they offer an innovative, scalable way to elevate your brand’s presence in the real world.

With warmer months increasing foot and vehicle traffic and tools making digital OOH ads more accessible, now is the perfect time to try them. Whether you’re launching a product, running a summer sale, or want to grow local recognition, digital billboards and smart screens offer a bold, lasting impression.

Ready to amplify your visibility and drive real results? Contact our team today to create a digital strategy that gets your business seen and remembered. 

Your customers are out there. Make sure they see you.