“Out-of-home (OOH) is cost-effective. It's measurable. It's targetable. You can be hyperlocal with it,” said founder and CEO at Quan Media Brian Rappaport. It’s also growing. US OOH ad spend will increase by 6.5% this year, reaching $9.51 billion dollars, according to our October 2023 forecast. But an added benefit is OOH’s potential to create organic impressions on social media.
The right OOH campaign placement and creative can go viral on social media without brands spending an extra penny. Brands like SKIMS can get social play with a single post from Kim Kardashian. But for everyone else, there are strategies to extend the reach of OOH.
1. Get people talking
“[OOH creative] should be funny. It should be contextually relevant. It should be edgy,” said Rappaport. The ads that get people taking and posting pictures push the envelope. Examples like Yeti showing how single-use products generate waste, contraceptive brand Julie writing “Don’t turn this semester into a trimester,” or BelliWelli exclaiming “Hot girls have IBS” show that ads with creative copy are more likely to get social play.