There’s a massive Coca-Cola billboard that overlooks Sydney’s Kings Cross in Australia. Tourists and locals alike commonly refer to it as just “the Coke sign,” as in, “Hey, meet me by the Coke sign in five.” One of the largest billboards in the Southern Hemisphere, this sign is certainly successful in its goal of attracting consumers and convincing them to spend their dollars on bottles of the colossal brand’s sodas, in turn increasing foot traffic to nearby convenience stores and helping drive economic growth for the city overall.

But more than a tool for brands with global budgets, out-of-home media – things like billboards, posters, transit ads, window displays, and street furniture – offer significant and often overlooked benefits to local communities beyond just reaching consumers.

There is no ad blocker for OOH media. Part of the intentional environment of a community, it’s more than ambient, but often ambiance. Not interruptive, but entertaining and sometimes interrogative. And it always starts a conversation.

In today’s omnichannel marketing landscape, OOH ads and the enduring power of their physical presence and uninterrupted exposure play a vital role in local economies and remain as relevant as the latest tech advancements in this digital-driven marketplace.

                                                                        "There is no ad blocker for OOH media."

A recent humorous post on LinkedIn strikes a resonant chord when it breaks out a typical 2025 marketing funnel one candid and starkly accurate line item at a time. Here’s how it starts:

How marketers think people buy:

1. Buyer sees ad.

2. Buyer clicks ad.

3. Buyer purchases.

Versus how people actually buy:

1. Buyer sees ad.

2. Buyer gets distracted by cat.

3. Buyer forgets about brand.

4. . . .

And it goes on for 35 total steps before a transaction is made on the “lower funnel” channels.  Then salient and reasonable questions following this journey are:

- Which step was the most important?

- What part of the funnel is most valuable?

- If ALL of these steps are an accurate representation of a buyer's path to purchase, then how should I as a marketeractually be allocating my media mix?

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According to ATA Outdoor, OOH advertising is one of the top-performing media channels and shows no sign of slowing in 2025. When you think about OOH as the economic catalyst it is for local communities, it’s easy to see why. OOH’s impact at the local level cannot be understated, as it’s a key driver of economic activity, a tool for communicating essential information, and a way to connect with target audiences while creating a sense of community.

Plus, OOH provides affordable and effective visibility for small- and medium-sized enterprises that might not have the purse for extensive digital campaigns, helping local businesses stand out in this age of digital-driven advertising. In fact, the largest market within the OOH advertising market is traditional OOH with a market volume of $22.75 billion, per Statista.

Beyond economic benefits, OOH is vital to the social fabric and engagement of local communities. Crucial for promoting community initiatives, announcing public events, and relaying emergency information, the medium is a go-to for local organizations, nonprofits, and government agencies.

Here’s an example: In 2018, a beloved independent movie theater on Broadway, between 63rd and 64th Streets, on New York City’s Upper West Side shut down. Six years later, the community responded with a screening room showing indie films a few streets up. We’d never had known, though, had it not been for a strategically placed piece of street furniture perched on a busy corner nearby. A broad audience. Within a specific geographic area. Worked like a charm.

Farmers’ markets, nonprofits, community centers, and more all benefit in the same way with strategic local OOH advertising, which is also critical for disseminating information like Amber Alerts and reminders to buckle up. OOH ads are everywhere, and for good reason. And even though an abundance of OOH might be overwhelming upon first gander (we’re talking Tokyo, Times Square, the Vegas Strip), just think about the alternative.

OOH advertising actually contributes to the aesthetic appeal of neighborhoods and towns, while also signaling a healthy economy and potentially attracting further investment. OOH adds character, enhances visual appeal, and contributes to familiarity and connection, transforming the ordinary into a dynamic story about the people who live nearby, the people who often stop by, and the people the town is inspired by.

Take Super Bowl LIX. The area surrounding the Caesars Superdome in New Orleans was saturated in mega-spend ads, sure. But there was one campaign that chose to highlight the work of an unknown artist and member of the Black Masking Indian culture. Commissioned to design the LIX logo, Tahj Williams was able to pedestal her beadwork and celebrate her heritage with millions. Her logo added flair and an artistic spirit to a landscape awash in ads for cold drinks, cheap eats, and fast cars, ultimately preserving her culture and saluting the identity of NOLA’s diverse community.

From the iconic Coke sign to Queen Tahj’s powerful artistry, OOH advertising has the ability to leave indelible marks on local landscapes and the lives of the people within them. Serving as 24/7 reminders of businesses that fuel our economies, initiatives that bind our communities, and stories that shape a shared identity, OOH transcends mere transactions.

Going forward, as the OOH market climbs to its projected $41.82 billion in 2025, and the integration of generative AI and experiential activations, along with hyper-targeting abilities becomes the norm, the world of OOH is poised to really explode. By recognizing and appreciating its intrinsic value now, we can better understand its crucial role in building vibrant and resilient local ecosystems — the very ecosystems we at Spacely aim to serve and strengthen.

Learn more at Spacely.Media.