Building Brands with OOH Advertising: A Comprehensive Guide

Moody Mattan • September 11, 2024

In today’s highly digital landscape, where ads are often skipped, blocked, or ignored, Out-of-Home (OOH) advertising has emerged as a powerful tool for brands aiming to capture attention in the real world. From dynamic digital billboards to creative transit ads, OOH advertising offers unique brand messaging opportunities that stand out in a crowded market. This article explores how OOH advertising can help build brands, enhance brand recognition, and drive long-term brand success.


The Broad Reach and Local Impact of OOH Advertising


OOH advertising offers an unparalleled combination of broad reach and local impact. According to industry reports, OOH media reaches a significant portion of the population weekly, making it an essential component of any comprehensive marketing strategy. By strategically placing ads in high-traffic areas, such as transit hubs and popular shopping districts, brands can connect with their target audience where they live, work, and play.


One of OOH advertising's key strengths is its ability to provide geographically targeted campaigns. Marketers can place ads in specific locations where their target demographic is most likely to be, ensuring their message is both seen and relevant. This local relevance builds strong connections with consumers at the community level, enhancing the campaign's overall effectiveness.


Capturing Attention with Visual Impact



In an age of digital overload, OOH advertising cuts through the noise with its sheer visual impact. Unlike digital ads that can be easily skipped or blocked, OOH ads are designed to command attention. Whether it’s a massive billboard towering over a busy street or a creatively wrapped bus, OOH ads are impossible to ignore.


The creative possibilities with OOH advertising are virtually limitless. Brands can experiment with various formats, from static posters to dynamic digital content that changes based on real-time data. For instance, a digital billboard could display different messages depending on the time of day, weather conditions, or even traffic patterns, making the content more engaging and relevant to the audience. This use of real-time data not only captures attention but also reinforces brand messaging in a way that feels personalized and timely.


Consistent Brand Presence for Long-Term Success


Building a brand is not just about making a splash with a single campaign; it’s about maintaining a consistent presence over time. OOH advertising excels in providing this consistent visibility, which is crucial for fostering brand recognition and recall. When consumers encounter a brand repeatedly across different OOH media—on street furniture, transit ads, or digital billboards—it reinforces their perception of the brand, making it more memorable in the long run.


Consistency in brand messaging across various OOH formats also helps establish trust and reliability. Consumers are more likely to remember and trust a brand that they see frequently and in different contexts. This consistent brand presence is a cornerstone of long-term brand building, ensuring that the brand remains top-of-mind for consumers.


Driving Online Engagement Through OOH Advertising


Contrary to the belief that OOH and digital marketing are mutually exclusive, they complement each other effectively. Modern OOH campaigns often incorporate elements that drive online engagement, such as QR codes, social media hashtags, and URLs. These elements encourage consumers to interact with the brand online, whether visiting a website, engaging on social media, or purchasing.


For example, an OOH ad featuring a QR code can lead consumers to a landing page or promotional offer, bridging the gap between the physical and digital worlds. This seamless integration of offline and online marketing efforts enhances the campaign's reach and provides measurable results that marketers can track and analyze.


Enhancing Brand Recognition with Transit Ads and Street Furniture


Transit ads and street furniture are among the most effective OOH formats for enhancing brand recognition. Transit ads, such as those on buses, trains, and subways, offer moving canvases that reach a wide and diverse audience. These ads are particularly effective in urban areas where public transportation is heavily used, ensuring the brand message reaches commuters and pedestrians throughout the day.


Street furniture, including bus shelters, kiosks, and benches, allows brands to connect with their audience in a more intimate and local setting. These placements are often in high-traffic areas, such as shopping districts or near schools, where they can capture the attention of pedestrians and drivers alike. The static nature of street furniture ads allows for extended exposure, increasing the likelihood of brand recall.


Leveraging Digital OOH for Dynamic Content


The rise of digital OOH (DOOH) has revolutionized how brands engage with their audience. Digital screens offer the flexibility to display dynamic content tailored to specific audiences or conditions. For example, a brand could run a DOOH campaign that changes its messaging based on the time of day, local events, or even the demographics of people passing by.


This dynamic content capability allows brands to create more personalized and contextually relevant ads, which can lead to higher engagement rates. Additionally, the ability to update content in real-time means that brands can respond quickly to changes in the market or to current events, keeping their messaging fresh and timely.


Measuring the Impact of OOH Campaigns


One of the challenges of traditional OOH advertising has been measuring its effectiveness. However, technological advancements have made tracking the impact of OOH campaigns easier. Brands can now use real-time data collection and analysis tools to measure foot traffic, brand recall, and even conversions resulting from OOH ads.


For instance, using geolocation data, brands can track how many people passed by an OOH ad and how many visited the brand’s website or store afterward. Surveys and brand recall studies can also provide insights into how well the OOH campaign resonated with the target audience. These metrics allow marketers to optimize their campaigns and demonstrate ROI, making OOH advertising more attractive for brand building.


The Power of Social Media Amplification



OOH advertising doesn’t stop at the physical ad itself; it often extends into the digital realm through social media. Consumers frequently share photos of eye-catching OOH ads on platforms like Instagram and Twitter, amplifying the campaign's reach far beyond its original placement. This organic sharing can create a viral effect, where the brand message spreads quickly across social media, reaching a broader audience.


Encouraging this kind of user-generated content can significantly enhance the effectiveness of an OOH campaign. By creating visually stunning and memorable ads, brands can inspire consumers to share their experiences online, increasing brand awareness and engagement.


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Conclusion: The Enduring Power of OOH Advertising


OOH advertising remains vital for building brands in today’s fragmented media landscape. Its ability to capture attention in the real world, provide consistent brand visibility, and drive online engagement makes it an essential component of any integrated marketing strategy. By leveraging the strengths of OOH advertising, from transit ads and street furniture to digital OOH and social media amplification, brands can create lasting connections with their audience, enhancing brand recognition, recall, and long-term success.


In an era where digital ads are often overlooked, OOH advertising offers a tangible and impactful way to build brands in the real world. As marketers continue to explore new and innovative ways to engage their audience, OOH advertising will undoubtedly remain at the forefront of brand-building strategies.


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By Moody Mattan April 1, 2025
Executive Summary Augmented Reality (AR) “smart mirrors” are emerging as transformative tools in beauty retail, allowing customers to virtually try on makeup in-store with lifelike realism. Leading beauty retailers and brands—including Sephora, L’Oréal, and Estée Lauder—have launched and expanded AR mirrors to enhance the in-store experience, resulting in significant increases in sales conversion, basket size, and customer engagement. In-store AR mirrors address key issues, such as hygiene concerns, limited trial time, and choice overload, by enabling touchless, rapid try-ons of multiple products. The results are notable: Sephora’s AR mirror trials led to an estimated 31% increase in sales , and AR try-on users demonstrate conversion rates up to 90% higher than those who do not engage. Estée Lauder reports that AR experiences yield 2.5 times higher conversion for lipstick purchases, and Clinique’s AI-driven AR mirror increased basket size by 30% while extending dwell time five-fold . Major U.S. beauty chains are adopting AR mirrors as a strategic tool to drive in-store sales and customer loyalty , with international retailers (e.g., Watsons in Asia) experiencing double-digit sales growth after implementing AR mirror experiences. This executive case study examines the business case for in-store AR mirrors, the technology and ecosystem (key providers and partners), and detailed case studies of Sephora, L’Oréal, and Estée Lauder implementations. It also presents key ROI metrics and practical considerations for retail leaders looking to adopt AR mirrors. The evidence indicates AR mirrors are evolving from novelty to an essential part of an omnichannel beauty strategy , merging the convenience of digital try-ons with the tangible services of physical retail to enhance both customer satisfaction and profitability. The Business Case for AR Mirrors For beauty retailers, the in-store AR mirror offers an innovative solution to a longstanding challenge: how to enable customers to confidently try and buy cosmetics with minimal friction. Traditional in-store sampling has limitations — applying and removing multiple products is time-consuming and raises hygiene concerns. AR mirrors address this issue by allowing shoppers to “try on” numerous shades virtually in seconds , without ever touching their face. This establishes a safe and sanitary try-on process , a priority heightened by the pandemic. When testers were removed from many stores in 2020, AR mirrors and virtual try-on tools became essential alternatives, significantly accelerating the adoption of the technology. From a business perspective, AR mirrors drive sales by enhancing customer confidence and encouraging exploration. By visibly “wearing” a new lip color or eyeshadow through AR, customers can discover products they might not have previously considered — effectively expanding their basket . Sephora found that AR experiences foster impulse purchases: its virtual mirror convinced shoppers to buy items they hadn’t initially planned on. The interactive and enjoyable nature of AR also keeps shoppers in the store longer, which generally correlates with higher spending. Industry reports indicate that immersive technology like AR can significantly increase dwell time in retail. In one instance, a beauty AR experience resulted in an average in-store dwell time of over 4 minutes , far exceeding typical engagements. Longer engagement provides more opportunities for associates to upsell and for customers to add items to their cart baskets. Critically, AR mirrors address the “try-before-you-buy” expectation of modern consumers. Over 50% of consumers desire augmented shopping experiences to assist in product selection. By meeting this demand, retailers boost sales in the short term and cultivate brand loyalty. Shoppers view the brand as innovative and customer-centric. The novelty factor of AR mirrors — essentially a magic mirror that instantly showcases new looks — also creates buzz and foot traffic. Executives observe that these tech-driven experiences result in memorable store visits that attract shoppers, despite the convenience of online options. From a financial ROI perspective, multiple data points highlight the business case. Shopify reported that products featuring AR content experienced a 94% higher conversion rate than those without. Perfect Corp (a leading AR provider) commissioned a study revealing that AR try-on use made shoppers 1.6× more likely to purchase and to spend 2.7× more on cosmetics . In other words, AR-driven trials lead to higher conversion rates and increased average order values. 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For example, the AR mirror launched by MAC Cosmetics in 2017 is a freestanding screen that maps the user’s face 30 times per second, realistically overlaying 30 different eye makeup looks. Other setups, such as Charlotte Tilbury’s “Magic Mirror,” utilize a mirror-shaped display with built-in lighting, evoking the ambiance of a glamorous vanity Crucially, the tech has evolved to require no learning curve from shoppers: no app download or menu navigation is needed . Users simply stand in front of the mirror and see themselves with virtual makeup; the interface often lets them change shades with a simple gesture or tap, or even automatically recommends a look. Keeping the experience seamless is key to encouraging engagement, as noted by AR developers who avoid complex UIs to make mirrors universally inviting . Behind the scenes, AR providers and tech partners create an ecosystem that enables these mirror experiences. In the beauty industry, several specialists stand out (see Table 1). ModiFace , acquired by L’Oréal in 2018, supplies AR and AI technology for makeup try-ons across many of L’Oréal’s 36 brands and has previously collaborated with Sephora and others. Perfect Corp. , the maker of the YouCam Makeup app, offers a turnkey AR mirror solution used by retailers such as Ulta and Watsons; it features patented AgileFace® tracking for high accuracy. Agencies like Holition develop custom AR mirror experiences for luxury brands (e.g., Charlotte Tilbury) with tailored hardware and content. Newer startups (e.g., BrandXR ) concentrate on pop-up AR installations for brands (as seen with Valentino Beauty and Makeup by Mario mirrors). These providers offer features ranging from virtual product try-ons to shade finders and integrated purchase functions (scanning a QR code from the mirror to add the product to the cart). Table 1 compares some leading AR mirror solutions and their notable brand deployments: Table 1. Leading In-Store AR Mirror Solution Providers and Deployments
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Engagement Metrics Average Session Length One of AR's most valuable metrics is session duration. While traditional billboards may capture attention for mere seconds, compelling AR experiences can engage users for minutes. Longer sessions indicate higher quality engagement and provide more opportunities for brand messaging to resonate. Industry benchmarks suggest that successful AR billboard campaigns achieve average session lengths of 45-75 seconds, significantly outperforming traditional digital advertising formats. Captures The "captures" metric tracks how many users save or capture content from the AR experience. This might include: Screenshots of the AR experience Videos recorded while using the AR feature 3D models or AR filters saved to the user's device Captures represent a deeper level of engagement than mere viewing and often signal content that users find valuable enough to preserve. Engagement Interactions Detailed interaction metrics provide insights into how users engage with specific elements of your AR experience: Tap/click events : How users interact with clickable elements Object manipulation : Tracking when users resize, rotate, or reposition AR elements Feature utilization : Which AR features receive the most attention Progression rates : How many users complete multi-step AR experiences These granular metrics help you identify which aspects of your AR billboard resonate most with audiences, which will inform future design decisions. Visual Attention Heatmaps Advanced AR analytics platforms can generate visual attention heatmaps showing precisely where users focus their attention during the AR experience. These heatmaps reveal: Which elements capture immediate attention How attention shifts throughout the experience Areas that receive minimal engagement Optimal placement for key messaging and calls-to-action Visual attention analysis helps optimize the design of AR experiences to ensure important brand messages receive maximum exposure. Social and Sharing Metrics Social Shares AR billboards have a natural advantage in shareability compared to traditional advertising. Tracking social shares provides insight into how many users find your AR experience compelling enough to share with their networks. This metric encompasses: Direct shares from the AR application Screenshots or recordings shared to social platforms Mentions and hashtags related to your AR campaign High share rates amplify your campaign's reach and serve as powerful social proof, potentially generating earned media beyond your paid advertising investment. Audience Insights Demographics AR platforms can collect rich demographic data about users who engage with your experiences, including: Age ranges Gender distribution Geographic location Device types Language preferences This demographic information helps refine audience targeting for future campaigns and provides valuable insights into which audience segments respond most positively to AR advertising. Conversion Metrics Brand Awareness Lift Measuring changes in brand awareness requires pre- and post-campaign surveys or brand tracking studies. Key indicators include: Brand recall improvements Changes in brand perception Increased brand consideration Message association AR experiences typically generate stronger brand recall than traditional media due to their interactive and immersive nature, with studies showing 70-80% message retention compared to 10-20% for standard advertising. Conversions The ultimate metric for many campaigns is conversion rate – the percentage of users who complete desired actions after engaging with your AR billboard. These actions might include: App downloads Newsletter signups Online purchases Store visits Coupon redemptions Product trial requests  AR campaigns excel at driving specific consumer behaviors when designed with clear conversion pathways and compelling calls-to-action.
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