As auto brands double down on performance media to help drive auto sales, out of home advertising can meet consumers in the context of being drivers, while they are on the go.

OOH has been a stalwart driver of auto business for decades. From inspiring trust and awareness, to creating engagement and consideration, to actually driving people to the dealership, out of home is with car buyers every step of the way.

Trust and attention are everything in today’s media landscape. Out of home delivers them both. 58% believe what they see in OOH, making it the most trusted ad medium (SOURCE: MFour). And with out of home ads securing an average of 12 seconds of eyes-on attention, out of home outperforms every single format other than the 30-second TV spot (SOURCE: QMS/Amplified Intelligence).

Need more convincing? Digital out of home is consumers’ favorite advertising medium (SOURCE: The Harris Poll/OAAA, 2024), which is why DOOH helps brands sidestep the clutter of other media channels and talk to consumers in a medium they trust. With 62% of Gen Z viewing social media advertising as more intrusive than OOH (SOURCE: Appinio/Posterscope, NOV. 2023), OOH becomes a critical alternative for brands that are looking for less disruptive ways to talk to younger consumers.

And DOOH remains a flexible option for advertisers who need to activate quickly. With targeted planning and real-time data, brands can launch out of home campaigns alongside other digital channels, all within the confines of their own omni-channel DSP. DOOH also offers a lot of creative flexibility for automotive manufacturers and dealers. With real-time location data and dynamic product feeds, auto brands can maximize relevance at scale. This allows brands to highlight a variety of options from special financing, key products, and additional offerings like service.

From brands like Honda, Hyundai, and Kia who are leveraging DOOH at scale, to luxury automotive brands like Jaguar, Porsche, and Mercedes-Benz who are targeting iconic OOH locations to have purposeful conversations with select audiences, OOH is becoming a playground for automotive advertisers of any make or model. Additionally, smart automotive dealer groups and individual dealerships are also leveraging OOH in meaningful and contextually relevant ways. Serra Chevrolet Sterling Heights is a great example, utilizing large-format spatial on a digital billboard located right outside of Ford Field and Comerica Park, homes to the NFL’s Detroit Lions and MLB’s Detroit Tigers, respectively. With an out of home presence in close proximity to sports facilities, automotive brands are able to amplify their sports sponsorships in real life.

Out of home also supports auto brands’ measurement and attribution needs, with innovative ways to track and monitor performance. We have seen campaigns increase buy rates and website visits. In one campaign that layered mobile retargeting on top of OOH exposure, we tracked a 4.5x lift in dealership visits!