Winning Over Back-to-School Consumers with OOH Smarts

With inflation putting pressure on household budgets, parents are looking for value during Back-to-School(BTS) shopping. BTS consumers are value and savings driven this season. But what’s more, these very consumers are looking to Out-of-Home(OOH) ads to show them where they can get the biggest bang for their BTS bucks.

As the 2025 summer travel season unfolds, brands have a prime opportunity to connect with value-conscious consumers gearing up for back-to-school (BTS) shopping. Out-of-Home (OOH) advertising stands out as a powerful medium to engage these shoppers, especially as they navigate bustling travel corridors and urban centers. And recent insights from the 2025 OAAA-Harris Poll underscore the effectiveness of OOH in influencing consumer behavior during this critical shopping period.

1. OOH Captures the Attention of Summer Travelers

According to recent polling commissioned by “The Points Guy” from The Harris Poll, travel remains a significant part of American life, with 76% of adults planning to travel in 2025. Among these travelers, 71% intend to journey domestically, and 29% plan international trips. This surge in movement presents a unique opportunity for brands to reach consumers on the go.

OOH media, including roadside billboards, transit and airport displays, effectively captures the attention of these travelers. With many summer vacationers opting to drive to their destinations, roadside OOH placements become invaluable touchpoints. Additionally, airports witness significant foot traffic and valuable dwell time, providing local and national brands with high-visibility platforms to engage consumers as they embark on their journeys.

2. OOH Drives Consumer Action and Purchase Decisions

OOH advertising doesn't just capture attention—it compels action. According to the 2025 OAAA-Harris Poll, 76% of consumers have taken action after seeing a digital out-of-home (DOOH) ad. These actions range from visiting a store or website to making a purchase, highlighting the medium's effectiveness in influencing consumer behavior.

Moreover, 73% of consumers view DOOH ads favorably, surpassing other media forms like television (50%) and social media (48%). This favorable perception is crucial during the BTS season, where consumers are inundated with promotional messages. OOH's ability to stand out and drive action makes it an essential component of any BTS marketing strategy.

3. OOH Offers Flexibility and Targeted Reach

Modern OOH advertising is dynamic and data-driven, allowing brands to tailor messages to specific audiences and contexts. With programmatic DOOH, marketers can quickly plan and launch campaigns across thousands of digital displays, targeting audiences based on location, behavior, and demographics.

Flexibility of messaging will be critical this holiday season. Amidst ongoing economic uncertainty, and according to a recent study (March 2025) by Inmar Intelligence, 92% of shoppers say deals and loyalty perks will determine what they buy — and where.

This flexibility is particularly beneficial during the BTS season, where shopping behaviors can vary widely. For instance, 68% of BTS shoppers look for OOH ads promoting special sales and deals . By leveraging data-driven insights, brands can deliver timely and relevant messages that resonate with consumers' needs and preferences.

4. DOOH Increases Store Traffic and Impacts Purchasing Decisions

Businesses will want to stand out in a crowded marketplace this BTS season. And Digital Out-of-Home (DOOH) advertising is proving to be a powerful tool for driving consumer behavior, especially in today's competitive market. 

According to research by The Harris Poll, directional DOOH ads significantly boost store visits and influence purchasing decisions. The study revealed that 30% of consumers recently noticed ads that provided directions to nearby businesses. Of those, over half—51%—visited the business featured in the ad. Impressively, 93% of those visitors went on to make a purchase, underscoring the effectiveness of DOOH advertising in converting awareness into measurable sales outcomes.

Conclusion

As consumers seek value and convenience during the 2025 back-to-school season, OOH advertising emerges as a strategic tool for brands to connect with their target audiences. By capturing the attention of travelers, driving actionable responses, and offering flexible, targeted messaging, OOH ensures brands remain top-of-mind during this pivotal shopping period. Embracing OOH in your BTS marketing strategy can lead to increased engagement, brand awareness, and ultimately, sales.