When thinking about your social media strategy for 2025, amid potential shakeups like a TikTok ban and the introduction of new platforms like Bluesky – you’re likely brainstorming where your brand belongs and content ideas, ensuring you have the right imagery, working with influencers in your space, and building ads that drive interest in your brand or product. However, if you’re looking to truly drive impact from your social media strategy, recent research from the OAAA and The Harris Poll suggests that out-of-home (OOH) advertising paired with social media is a winning combination.
So, what makes OOH advertising and social media the perfect marketing match? According to the OAAA, there are three key ways OOH can enhance your social strategy: integrating social media elements into outdoor ads, featuring social media influencers in OOH campaigns, and placing ads in or near iconic, share-worthy locations.
Social Media Elements in Your Out of Home Advertisements
Out of home advertising is already viewed favorably by the public, as it is less invasive and disruptive than social media, radio, or television advertising. This positive perception makes OOH a powerful tool to complement social media strategies. In fact, two-thirds of adults (67%) have noticed social media elements in OOH ads, and more than half (52%) say this integration makes them more likely to engage with that brand online.
Additionally, 48% of adults surveyed agreed that OOH influences their social media behavior, showing how these types of advertisements can help to bridge the gap between the physical world where the consumer is interacting with the ad, and the digital world where they connect online.
Think about your current social media strategy. Do you have a hashtag that is tied to a current campaign that could be amplified on an OOH ad? What about incorporating a QR code to your social feed, or even the handle of your profile? There are plenty of easy ways to build the bridge between your OOH ads and online presence, and research shows it pays off.
Influencers Make an Impact Offline and Online
We’ve seen influencers taking social media by storm for quite some time now; however, we’ve been influenced by important figures for hundreds of years. We rely on their recommendations to guide our decisions; from the products we buy to the brands we trust. Today, social media has amplified the reach of influencers, enabling them to connect with millions of followers instantly. With 93% of marketers now using influencer marketing, it’s clear that tapping into trusted voices shapes consumer behavior.
Think about the impact that a lip gloss ad featuring Alix Earle, beauty and fashion influencer, would have. Millions of people watch her “Get ready with me” videos on TikTok and Instagram, and they trust her opinion on products. An ad featuring Alix and a product she supports would likely resonate more with the target audience than just an ad of the product alone. That is the power of influencer marketing and OOH.
That’s why it’s no surprise that influencers can make an impact in the world of out-of-home. A staggering 81% of people believe that influencer endorsements can benefit any type of product, and 67% of consumers said that they would act after seeing a brand endorsed by an influencer in an OOH ad. If your brand is working with an influencer who has credibility in your space on social media, incorporating their endorsement or image into your OOH ad can take your reach and impact to the next level.
Bring Your Social Ads to Iconic Locations
You put a lot of time and effort into your social media campaign. But if it isn’t being seen by the right people at the right time – what purpose is it serving? That’s why many brands are opting to take their social campaigns to the streets. High traffic or iconic areas (think Times Square, The Sunset Strip) help to amplify your message, capturing a wider audience in the moment.
According to the OAAA’s research, 65% of consumers are more likely to interact with your brand after seeing an ad in a high traffic or well-known area. Building off this, nearly half (46%) of consumers associate brands that advertise in these spaces with being of higher quality, providing your campaign with additional perceived credibility.
Aligning Your Ad Strategy with Platform Strengths
Incorporating social media elements into your OOH advertising isn’t just about adding digital flair — it’s about using the strengths of each platform to create a cohesive and engaging cross-channel experience. Platforms like TikTok, Instagram Reels, and Facebook each offer unique opportunities to elevate your OOH marketing and make your campaign resonate with specific audiences.
TikTok: Known for its creative and authentic content, TikTok thrives on virality and interaction. Using a hashtag that originated on TikTok in your transit advertising, such as a branded challenge or trending campaign, can encourage viewers to participate and share their own content. For example, a bus wrap featuring a TikTok-famous dance challenge or catchphrase paired with your brand can inspire users to create content that ties back to your campaign, further amplifying its reach online. Including a QR code that links directly to your TikTok profile, or the specific challenge page makes it easy for audiences to engage instantly.
Instagram is all about aesthetics and aspiration, making it an ideal platform to pair with visually stunning OOH ads. For example, a beautifully designed transit ad featuring your brand’s Instagram handle or hashtag encourages viewers to follow your page for more content or even snap and share their own photos. Instagram Reels can also be used to highlight behind-the-scenes footage of your OOH campaign, showing the creative process behind an iconic bus wrap or a shelter ad in a high-traffic area. This approach not only drives traffic to your page but also reinforces the high-quality perception of your brand.
Not to be forgotten about, Facebook is still a great option when reaching a wider audience. With its robust community features and broad demographic reach, Facebook offers a platform for deeper engagement and storytelling. OOH ads that include your Facebook handle or a QR code linking to exclusive content, contests, or discussions can spark interaction and drive followers to your page. For example, pairing a transit ad with a call-to-action to share a photo or story on Facebook in exchange for a giveaway entry encourages interaction and builds a sense of community.
By tailoring your OOH campaign to reflect the unique characteristics of each platform, you’re not just advertising a product or service — you’re creating an interactive experience that connects with your audience in both physical and digital spaces.
Add Transit Advertising as an OOH Option
When you’re building your next marketing campaign, it’s obvious that out-of-home is a great addition to your strategy – from building credibility with your client base to encouraging online activity through QR codes or influencer anecdotes. At Adsposure, we are proud to offer the fastest growing OOH option for your campaign – public transit advertising. Transit advertising offers the real-life link to your social content while still being dynamic. And buses, benches, and shelters are at eye-level with your potential consumer, unlike billboards or large-scale wall graphics.
So, if you’re looking to upgrade your marketing game in 2025, remember the perfect match that is social media and OOH!