Traffic Congestion Tops Among 4 Key Ways for Brands to Reach Summer and Fall Travelers

As we navigate the evolving landscape of 2025, brands face the challenge of capturing consumer attention amid economic uncertainties and shifting media consumption habits. Out-of-home (OOH) advertising emerges as a potent solution, offering unique advantages that resonate with today's mobile and digitally connected audiences. Here are four compelling reasons to integrate OOH into your marketing strategy this year:

1. Engage consumers where they are

In our increasingly mobile society, consumers spend a significant portion of their time outside the home. OOH advertising effectively reaches them during these moments, whether they're commuting, shopping, or socializing. According to the latest data from the INRIX Global Traffic Scorecard (2024), the average U.S. driver lost 43 hours to traffic, costing them $771 worth of lost time and the US $74 billion. In the U.S., the latest telecommuting data reveals a massive shift in working from home to commuting to the office, led by tech-heavy metro areas like San Jose, San Francisco.

The significant traffic congestion underscores the opportunity for brands to connect with audiences on the move.

2. Capture attention in a fragmented media landscape

As consumers grow weary of intrusive digital ads, OOH stands out as a non-disruptive medium that complements the environment. Recent findings from the OAAA and Harris Poll (2024) reveal that 73% of consumers view digital OOH (DOOH) ads favorably, and 76% have taken action after seeing a DOOH ad. This positive reception is particularly strong among younger demographics and urban dwellers, making OOH a strategic choice for brands targeting these segments.

3. Leverage iconic locations for brand storytelling

One of the inherent strengths of OOH is the creative canvas that allows brands to tell their stories at scale. Over the years, many of the world’s largest and most well-known brands, including Coca Cola, McDonald’s, Geico and Anheuser-Busch (the list goes on), have leveraged the creative impact of OOH to build brand awareness and drive business results. And these brands still use out of home in a strategic way to connect with their customers and tell their stories with creative impact. OOH offers unparalleled opportunities for brands to tell their stories in high-impact locations. From Times Square to transit hubs to airports, these venues provide a canvas for creative expression that can amplify brand messages. Leading companies like Apple, Amazon, and McDonald's continue to invest in OOH to enhance visibility and drive engagement.

But OOH is much more than Times Square. In fact, OOH displays in some of the fastest growing markets give advertisers the ability to reach consumers in emerging locations that are attracting more people and growing faster than the national population. These markets are also attracting many of the demographics that are most in demand from advertisers today.

4. Drive measurable digital engagement

OOH doesn't just build brand awareness—it also drives digital actions. Addtionally, OAAA/Harris Poll studies indicate that OOH advertising effectively prompts online searches, website visits, and app downloads. For instance, 51% of consumers who noticed directional DOOH ads visited the advertised business, and 93% of those visitors made a purchase. By integrating OOH with digital strategies, brands can create cohesive campaigns that lead consumers from physical impressions to online conversions.

Conclusion

Incorporating OOH into your advertising strategy offers a multifaceted approach to reach and engage consumers effectively. By meeting audiences where they are, standing out in a crowded media landscape, utilizing iconic locations for storytelling, and driving measurable digital engagement, OOH provides a robust platform to amplify your brand's presence and impact.