Why investment in OOH advertising keeps growing

Out-of-home (OOH) advertising reaches people outside their homes: on billboards, at stops and on vehicles. At a time when everything moves to screens, it is what builds a brand's presence in the real world.

Why OOH keeps growing

• Digital is saturated. People skip, block and ignore ads on screens. A message on the street can't be skipped.
• Reach is big. The same people take the same routes every day, so the message repeats and sticks.
• It pays off. One ad is seen by a lot of people, with no cost per click.

OOH investment has grown in recent years in Europe, the Americas and Croatia. Digital and measurable formats grow fastest.

The biggest problem: measurement

A classic billboard doesn't know how many people saw it. That makes OOH hard to compare with digital channels and harder to fund.

What can be measured gets budget more easily.

How Flaster solves it

Every Flaster vehicle carries a device that counts impressions and logs routes. After the campaign, the brand gets impressions, kilometres driven and a heatmap of the city. Vehicles move where the audience moves, so the ad is where people are.

OOH stays what it always was, big and visible, and gains what it was missing: numbers for the report.

Sources: OAAA (2024), PwC (2023), IAB Europe (2023)