Why OOH is more important than ever in our last-minute world
Today’s audiences are making decisions later than ever. Across entertainment, tourism and attractions, we're seeing purchase windows continue to shrink. More people are deciding what to do day-of, not weeks or months in advance.
That means we have fewer opportunities to influence purchase decisions.
OOH helps fill that gap by keeping brands visible while consumers are commuting, shopping, dining, and traveling, not just when they're actively searching online.
To promote 'Harry Potter and the Cursed Child', AKA stages a billboard takeover across 51 billboards in Times SquareImage courtesy of AKA
We see that reflected in our audience research as well. In one recent post-show survey, 14% of attendees said they first heard about a production through a poster or billboard, making it the fifth-largest source of awareness.
It ranked behind only word of mouth, Instagram, websites and Facebook—and ahead of television, TikTok, the Tony Awards, and newspapers.
For a channel that's often viewed as "just awareness," that's a meaningful contribution to discovery.
The data shows OOH is an important piece of the sales funnel
A recent YouGov study found that nearly half of US adults report noticing OOH advertising at least several times a week, with 21% noticing it multiple times a day.
Even more compelling, 68% regularly notice billboards, making them the most-recognized OOH format.
And that attention translates into action.
- 35% have researched a product or service on their phone after seeing an OOH ad.
- 20% have discussed the advertised brand with friends or family.
- 19% have made a purchase on their phone after seeing an OOH advertisement.
For those of us working in live entertainment, attractions and cultural destinations, those findings track. They closely mirror what we've seen in recent audience research conducted by AKA across Broadway shows, museums and attractions.
Even in the most competitive media market, OOH breaks through
If there's anywhere consumers should be immune to advertising, it's New York City.
Yet AKA's audience research continues to show that OOH captures attention—even in one of the most media-saturated markets in the world.
Across recent Broadway audience studies:
- Nearly 30% of attendees said roadside billboards catch their attention.
- More than 25% said they specifically remember advertising on buses and transit shelters.
- 41% noticed advertising on buses or subways
- 34% flagged digital roadside billboards as memorable
Advertising on a bus, promoting the DreamWorks Indoor Water Park at American Dream Image courtesy of AKA
We're seeing the same among museum and attraction audiences:
- Nearly half of NYC museumgoers said digital roadside billboards catch their attention.
- 41% of New York DMA attraction-goers said digital roadside billboards catch their attention.
Across these audiences, other place-based formats, including shopping centers, transit, local signage and events, also consistently earn attention.
These findings are especially notable in a city where consumers are exposed to advertising at nearly every turn. The data reinforces the importance of strategic placement, sufficient density, and market coverage to break through.
Outside NYC, OOH becomes even more powerful
Once we move beyond dense urban environments, OOH becomes even harder to ignore.
Across our proprietary arts and attractions audience studies:
- 49% of museumgoers said digital billboards catch their attention.
- 55% of Midwestern attraction visitors notice roadside billboards, and 39% remember specific digital billboards or LED signage.
For suburban and drive markets, OOH isn't simply supporting the media plan—it often serves as one of the primary awareness channels.
That's why we don't think of OOH as a one-size-fits-all tactic.
In New York City, success comes from building strategic density across neighborhoods, commuter corridors, and high-impact locations.
In suburban and regional markets, roadside and digital billboards help brands stay visible while consumers are actively traveling and deciding where to spend their time.
The bottom line
The conversation shouldn't be whether OOH competes with digital.
It doesn't.
The data, from both YouGov's national research and AKA's own audience studies, points to the same conclusion: OOH continues to earn attention, reinforce awareness, and influence consumer behavior.
Digital is exceptionally good at capturing intent. OOH extends that strategy into the physical world, creating visibility before consumers ever begin searching.
As purchase windows continue to compress, the brands that remain visible (both online and offline) will be the ones that stay top of mind when it matters most.
