OOH Advertising
Strategic, measurable out of home advertising that builds awareness, drives demand and supports performance marketing.
We help ambitious brands use out of home advertising to build awareness, influence consideration and drive real-world action. From large-format billboards to digital, transport and programmatic OOH, we plan campaigns that connect brands with audiences in the moments that matter most.
What OOH is today
Out of home advertising (OOH) is no longer just static billboards.
Today, OOH is a highly strategic media channel that combines physical environments, digital formats and data-led planning to deliver scale, relevance and impact in the real world.
Modern OOH includes:
Large-format roadside and landmark sites
Digital out of home (DOOH) screens with dynamic creative
Transport advertising across rail, underground, airports and buses
Retail and point-of-sale media
Programmatic buying and real-time optimisation
Planned correctly, OOH sits at the centre of the consumer journey, reinforcing brand messages across cities, transport routes and high-footfall environments.
Why brands use OOH
Brands use out of home advertising because it delivers something other channels can’t: high-impact visibility in the physical world.
OOH is particularly effective at:
Building mass awareness quickly
Creating brand fame and memorability
Driving footfall and physical action
Launching brands, products or new markets
Unlike interruptive digital formats, OOH is always-on, brand-safe and impossible to ignore. When integrated with search, social and video, it becomes a powerful multiplier rather than a standalone channel.
How OOH works
Effective out of home advertising starts with strategy, not sites. At a high level, OOH campaigns are planned and delivered in three stages.
1. Define the Objective & Audience
Every campaign begins by clarifying what success looks like and who the campaign needs to reach.
This includes:
Campaign objectives (awareness, consideration, demand, footfall)
Target audiences and mindsets
Where and when those audiences move through the real world
OOH works best when the message is aligned to audience context, not just demographics.
2. Select Environments & Formats
Once the strategy is clear, the focus shifts to choosing the right environments and formats.
This means:
Identifying high-impact locations and routes
Selecting formats that support the message, from large-format billboards to digital and transport
Building a format mix that balances reach, frequency and creative impact
The goal is to place the message where it will be seen, remembered and acted on.
3. Measure Impact
& Optimise
OOH effectiveness doesn’t end at delivery.
Depending on the campaign, performance can be measured through:
Reach and frequency modelling
Brand uplift and consideration studies
Search, web and footfall uplift
Digital out of home reporting and proof-of-play
Measurement informs future planning, ensuring each campaign performs better than the last.
OOH Advertising Formats
Out of home advertising covers a wide range of environments. Each format plays a different role depending on the audience, location and campaign objective.
Selecting the right mix of formats is what turns OOH from visibility into impact.
Billboard
Advertising
Large-format roadside and landmark sites designed to deliver mass reach and high visual impact. Billboard advertising is ideal for building awareness at scale, launching brands or products, and creating strong brand presence in key locations.
Bus
Advertising
Advertising across bus exteriors and interiors that reaches audiences during daily routines. Bus advertising offers repeated exposure across urban and suburban routes, making it particularly effective for local, regional and city-wide campaigns.
Tube
Advertising
Advertising across underground and metro networks, including platforms, corridors and trains. Tube advertising reaches audiences in high-dwell environments, delivering strong attention and frequency in some of the UK’s busiest transport networks.
Taxi
Advertising
Mobile advertising formats that travel through cities and key commercial areas. Taxi advertising combines movement with visibility, reaching audiences across multiple locations and supporting both awareness and tactical campaigns.
Retail
Advertising
Formats placed within or close to retail environments, influencing consumers near the point of purchase. Retail OOH supports brand consideration, product discovery and footfall, making it particularly effective for FMCG and retail-led campaigns.
Airport
Advertising
High-impact formats positioned throughout airport terminals and travel hubs. Airport advertising reaches affluent, captive audiences in premium environments, making it ideal for brand-building, international campaigns and travel-related sectors.
Industries
Out of home advertising works best when it’s planned around how people move, think and make decisions within a specific category.
Different industries use OOH in very different ways. Context, timing and environment matter as much as scale.
Beauty
Beauty brands use OOH to build aspiration, familiarity and long-term brand value in visually rich environments.
Large-format, digital and transport-led OOH helps beauty brands:
Stand out in crowded, image-led categories
Build trust and desirability at scale
Support product launches and seasonal campaigns
Reinforce digital and social activity in the real world
Travel & Tourism
Travel and tourism brands use OOH to inspire, influence and convert audiences at key decision moments.
OOH is particularly effective for travel brands because it reaches people:
While commuting, planning or travelling
In high-dwell transport environments
During peak booking periods and seasonal windows
From destination marketing to airline and hotel campaigns, OOH plays a critical role across the travel journey.
Automotive
Automotive brands use OOH to showcase design, performance and innovation at scale.
Roadside, transport and digital OOH allows automotive brands to:
Deliver impact in real-world driving environments
Build consideration for new models and launches
Support regional dealership activity
Maintain long-term brand presence in competitive markets
OOH remains one of the most effective channels for automotive brand-building.
Measurement
OOH is measurable — when it’s planned properly.
Depending on campaign objectives, measurement can include:
Reach and frequency modelling
Brand uplift and awareness studies
Search and website traffic uplift
Footfall and location-based attribution
DOOH reporting and proof-of-play
We focus on the metrics that matter for the brief, rather than reporting for reporting’s sake. Measurement is used to inform planning decisions, not just justify spend.
The right measurement approach depends on the objective, but every campaign should deliver clear, actionable insight.
The same measurement frameworks are used across both UK and out of home advertising campaigns in the United States, supporting consistent evaluation across markets.
Why Excite
We’re an independent out of home advertising agency built around strategic planning, not media ownership.
Brands work with Excite because:
We’re media-owner agnostic
We plan OOH around outcomes, not inventory
We understand how OOH supports wider marketing activity
We keep planning, buying and reporting transparent
Our role is to make OOH clearer, smarter and more accountable.
Learn more about how we work.
Ready for an exciting campaign?
If you’re considering out of home advertising and want a clearer, more strategic approach, we’d love to help.
Share a few details about your objectives and we’ll explore how OOH can support your campaign.
Read our latest
insights
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How to Measure Out-of-Home Advertising: The Real-World Guide
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OOH vs Influencer Marketing for Beauty Brands: Which Drives Real Growth?
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