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Key findings:
- Britons frequently notice out-of-home (OOH) advertising: The most common response is noticing OOH advertising several times a week (34%), while 28% notice it at least once a day. Just 2% say they never notice OOH ads.
- Billboards are the UK's most noticed OOH format: Nearly half (49%) of Britons notice billboards, ahead of posters (42%) and signs (36%).
- Many consumers take action after seeing OOH ads: Around one in five (21%) have researched a product or service on their mobile phone after seeing an OOH advertisement, while 19% have discussed the advertised brand or product with friends or family.
Out-of-home (OOH) advertising is one of the most visible forms of advertising in consumers' everyday lives. Whether commuting, shopping or spending time out and about, Britons regularly encounter OOH ads and, for many, those encounters don't end with simply noticing them.
New YouGov Profiles data reveals how often Britons notice OOH advertising, which formats stand out, and what actions they take afterwards.
OOH awareness: A familiar part of everyday life
Britons report seeing out-of-home advertising regularly, highlighting the medium's ability to maintain visibility throughout their everyday routines.
The most common response was noticing OOH advertising several times a week (34%).
More than a quarter (28%) notice it at least once a day, including 17% who see it multiple times a day and 11% who notice it once a day. Just 2% say they never notice out-of-home advertising.
That regular exposure is reflected in the types of OOH advertising consumers notice. Billboards are the most widely recognised format, with 49% of British adults saying they notice them, followed by posters (42%) and signs (36%).
By comparison, around a quarter notice digital interactive displays (25%) or point-of-sale displays (24%), while 29% say they notice none of these formats.
OOH conversion: What actions do Britons take after seeing out-of-home advertising?
After noticing out-of-home advertising, many Britons report taking action.
Around one in five (21%) say they have researched a product or service on their mobile phone after seeing an OOH advertisement.
Beyond this, 19% have discussed the advertised product or brand with friends or family, while 16% have used their mobile phone to make a purchase. Fifteen percent have visited a store to buy a product, while 14% have downloaded an app after seeing an OOH advert.
Over one in ten (13%) have taken a photo of an advert using their mobile phone. One in ten have scanned a QR code or tapped an NFC tag on an advert (10%) or researched a product or service online without using a mobile device (10%). Nine percent have redeemed a voucher using their mobile phone, 7% have interacted directly with a brand on social media, 6% have purchased a product online without using a mobile device, 5% have texted, called or emailed for more information, and 3% have posted or shared content about a product or brand on social media.
Methodology:
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between July 2025 and July 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.
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