From Street to Feed: Why Out-of-Home Advertising is So Instagrammable

Out-of-Home (OOH) advertising has long been a staple for brands seeking bold, unmissable visibility. Today, it’s not just a fixture in the physical world, but a highly shareable, digital social currency, giving advertisers a larger-than-life platform for integrated physical and social marketing efforts. Increasingly, marketers are embracing this strategy to drive impact across multiple touchpoints.

Savvy brands know that leveraging OOH to create a shareable moment in both the physical and digital worlds can generate even more buzz around their campaigns. Whether it’s a digital billboard lighting up Times Square or a larger-than-life mural in Los Angeles, OOH has become a coveted backdrop for brands, celebrities and influencers alike looking to make a bold statement that’s both seen and shared.

Breaking Through with Digital Natives

Social media remains an effective way to connect with consumers, especially younger audiences like Gen Z. But as Millennials and Gen Z grow more ad-aware and experience digital fatigue, it’s essential for brands to refresh their marketing playbooks.

Enter OOH’s unique ability to connect with audiences in a non-intrusive way while driving earned impressions and sparking online conversations. In fact, 91% of Gen Z consumers say they would reshare an OOH ad on social media, reinforcing how OOH and social can work better together to deliver greater campaign impact.

What Makes OOH So Instagrammable?

For one, its visual impact makes it impossible to ignore and ideal for photo ops. When brands use OOH creatively – whether for launches, cultural moments or celebrations – they give audiences a reason to stop, snap and share. We’ve seen both notable and emerging brands, as well as public figures, embrace this strategy with success.  

Case in point: Dude Wipes, a leader in the bath tissue category, recently displayed cheeky billboard ads in Chicago, greeting audiences with a message they couldn’t miss. The brand is no stranger to impactful billboard advertising. Last year, Dude Wipes went viral ahead of the 2024 Big Game in Las Vegas with a series of contextually relevant OOH ads, which earned them national media attention and the title of Ad Age’s 2024 Breakout Brand for print and out-of-home.

When Celebrities Share the Billboard Spotlight

OOH drives further engagement when celebrities and public figures organically promote the billboard ads they’re featured in, often reaching millions of followers with a single post. More than two-thirds of adults say they would take action after seeing a product or brand being endorsed by an influencer in an OOH ad – and brands are taking note.

OOH is also an impactful platform for turning purpose-driven campaigns into shareable moments that inspire action online. Last year, Clear Channel Outdoor partnered with Big Brothers Big Sisters of America (BBBSA) to launch its “Game Changers” billboard campaign, which featured influential leaders and public figures who embody the transformative power of mentorship.

The campaign featured radio personality Sway Calloway, who appeared in Times Square to encourage volunteers to sign up as mentors and support BBBSA’s mission, with his billboard serving as a powerful stage for his message.

These high-profile examples, among many others, prove that sharing the physical on social is not just in – it’s working. The most impactful campaigns today bridge the physical and digital worlds, earning impressions both on the street and online.

Learn more about how integrating OOH with social media can further enhance consumer connections by getting your brand “out” there and in front of your audiences.