DOOH Reaches Travelers

According to the latest study, “Travel and the Impact of Outdoor Advertising 2025,” more than half of consumers say they’ve added a destination to their travel list after seeing it featured in a DOOH ad on highways, city streets, or airport terminals — a trend fueled by rising tourism activity.

Discovery and Inspiration

At a time when consumers are traveling as much or more than before the pandemic, the Out of Home Advertising Association of America (OAAA), in collaboration with The Harris Poll, conducted this study to measure DOOH’s influence on travelers’ decisions, highlighting its ability to deliver personalized content in key tourist transit points.
For example, if it’s snowing in a city, a DOOH screen can display sunny beach imagery to inspire warm-weather travel, drive destination searches, or promote local tourism by showcasing nearby attractions.

The study revealed DOOH’s powerful role in inspiring, informing, and influencing purchasing decisions:

• Over 50% of consumers recall seeing travel-related ads.
• Travel-related DOOH ads are highly memorable and drive action.
• Two-thirds of viewers say these ads influenced their destinations, activities, and accommodations.
• At airports, DOOH continues to capture attention and trigger engagement.

With 87% of viewers taking action after seeing these ads — usually by searching for the brand or product online — the findings confirm that DOOH is a key driver of awareness, intent, and decision-making. Furthermore, this engagement enables brands to measure and optimize campaign impact, turning everyday transit moments into powerful opportunities for inspiration.