Why Out of Home Advertising is On the Rise for Small Businesses

Published On
July 9, 2025
Out-of-home (OOH) advertising is rising among small businesses due to its visibility, trust factor, and cost-effectiveness. With digital tools and smart targeting, even local brands can now launch powerful outdoor campaigns that drive real-world results.

Out-of-home (OOH) advertising means showing ads outside of people’s homes. This includes billboards, bus stops, or screens in malls. In recent years, more small businesses are choosing OOH ads. And notably, OOH ads have been profitable to them. How? Let’s discuss it!

What is Out of Home Advertising?

Outdoor advertisements include all the ads placed in public spaces. OOH advertising includes:

  • Billboards (big signs by roads)
  • Posters at bus stops and train stations
  • Digital screens in shopping malls
  • Ads on buses, taxis, or trains

These ads are seen by people as they go about their day.

Why is OOH Advertising Growing?

Here are the main reasons small businesses are using OOH more:

  • More People See It: OOH ads reach lots of people. For example, in the UK, 98% of people see OOH ads every week.
  • It Grabs Attention: People spend about 12 seconds looking at OOH ads, which is 50% more than most online ads.
  • Technology Makes It Better: Digital screens and smart data help businesses show the right ad to the right people at the right time.
  • It Drives Action: After seeing a digital OOH ad, 29% of people visit the store, and 22% order products online.

OOH Advertising: Facts & Figures

Fact Data
Global OOH market size (2025) $41.82 billion
India OOH ad spend (2025) $524.81 million
Growth rate (2025–2029) 4.8% per year
People who see OOH weekly (UK) 98%
People who take action after OOH 46%

 

Benefits for Small Businesses

1. Local Targeting

  • Small businesses can target people in their neighborhood.
  • For example, a bakery can show ads near schools or offices.

2. Cost-Effective

  • OOH ads can be cheaper than TV or online ads, especially in local areas.
  • Digital screens let businesses change ads quickly without printing new posters.

3. Builds Trust and Awareness

  • Seeing a business on a billboard makes it feel real and trustworthy.
  • OOH ads are always visible, even when people are not online.

How Does OOH Advertising Work Today?

  • Digital OOH (DOOH): Digital screens can show different ads at different times. For example, a coffee shop can show breakfast deals in the morning and snack deals in the afternoon.
  • Programmatic Buying: Businesses can now buy OOH ad space online, like buying Facebook ads. This makes it easier for small businesses to start.
  • Data-Driven Targeting: OOH ads can use location data to show ads where the right people are most likely to see them.

What Actions Do People Take After Seeing OOH Ads?

Action % of People Who Do It After Seeing a DOOH Ad
Search online for the product 44%
Visit the website 38%
Check social media 30%
Download an app 26%
Use a coupon 24%
Order the product online 22%
Interact with the ad 16%

 

A Hypothetical Example for Understanding for Modern OOH

Imagine a new pizza shop in town. They put up a digital billboard near a busy bus stop. Every morning, the ad shows a breakfast pizza deal. In the evening, it switches to a family dinner offer. People waiting for the bus see the ad, get hungry, and some decide to try the pizza for dinner. The shop gets more customers by being seen at the right time and place.

The Future of OOH for Small Businesses

  • OOH advertising is expected to grow, with more digital screens and smarter targeting.
  • As tools become easier, even the smallest businesses can run big-looking ad campaigns.
  • OOH ads will work together with online ads to reach people everywhere they go.

Conclusion

Out of Home advertising is rising for small businesses because it is visible, trusted, and now easier to use than ever. Outdoor advertising used to be costly (though billboards are still very costly for many locations) earlier. But several different outdoor advertising methods are available now. This offers small businesses a chance to grow more with affordable advertising options. Moreover, outdoor advertising makes any business bold, trusted, and engaging that makes them quality sales. With digital tools and smart data, even a small shop can reach lots of people in their area and get real results. Want to know how your business can start with OOH advertising? Or are you searching for an expert outdoor advertising agency to launch your ad campaign for affordable costing? Connect with Vigyapan Mart experts today!

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