How Effective Outdoor Advertising Signs Increase Engagement on TikTok

Outdoor advertising signs have been a staple of traditional advertising for decades, with billboards and posters dominating highways and cityscapes. Strategically placed in high-traffic areas to maximize visibility, these signs stand tall, visually commanding attention to become embedded in the consciousness of passersby.

Now, the real magic happens when these physical signs make their way into the digital realm. With the advent of social media and digital marketing platforms, outdoor advertising has found a new lease of life: digital out-of-home (DOOH) advertising.

Thanks to DOOH advertising and programmatic technologies, outdoor advertising signs have become a beacon of creative content that not only impacts consumers while out of their homes, but also increases their engagement with brands on other media channels, especially social media platforms like TikTok.

A look at recent studies highlights the science behind the impact of outdoor advertising signs on social media, and we are here to explore it from the inside out.

When Physical Meets Digital: The Marriage of DOOH and Social Media

Recent neuroscience studies conducted by consulting firm specialized in DOOH, Ocean Outdoor, have shown that outdoor advertising signs can increase consumers’ engagement with ads on Tik Tok and Instagram, as people are drawn to spend more time visualizing ad content related to a specific brand or product after some outdoor advertising sign catches their attention.

The study involved nearly 140 participants in two main UK cities, who were shown DOOH content on TikTok and Instagram. Participants were first exposed to digital out-of-home ads, and then to related content shared by social media influencers. Another study exposed them to ad content on TikTok and Instagram first, followed by DOOH signs that amplified the brand’s message and creative input.

The results showed that outdoor advertising signs have a positive primer impact: brand perception, emotional response and dwell time increased significantly (up to 87% to be exact) for those who were exposed to a physical screen and then saw the same content on social media. The research also showed that content shared by influencers tends to catch more attention from consumers, as they promote a sense of familiarity and authenticity towards brands.

The study also proved that there is a particularly remarkable synergy between DOOH advertising and TikTok. This social media platform is all about short, visually appealing, and engaging content; always on the lookout for the next big thing, TikTok users are constantly sharing their experiences, and outdoor advertising signs have become frequent stars of these micro-moments.

The appearance of outdoor advertising signs in videos and posts introduce them to a massive audience, further enhancing their reach and impact. On the other end, when these signs run in real life (IRL), they hit harder on social media. These facts can lead to the conclusion that DOOH on social media unlocks significant value, proving its effectiveness in today's advertising landscape.

DOOH Advertising, The Takeaway for Successful Brands

Social media platforms have revolutionized the digital advertising landscape, consequently bringing the need for innovative strategies to capture the attention of the digital-savvy audience. At the same time, outdoor advertising signs evolved to meet this need and found a new purpose in the digital era, particularly on TikTok.

In other words, the digital age has not replaced traditional advertising but has augmented it with the power of social media; and as advertisers, marketers, and brands, understanding the impact of DOOH advertising on TikTok and other platforms is pivotal.

Embrace this trend and creatively integrate outdoor advertising signs into your campaigns to unlock new opportunities for engagement and brand exposure.