Key findings:

  • Americans frequently notice out-of-home (OOH) advertising: The most common responses were noticing OOH advertising several times a week (26%) and multiple times a day (21%), while just 3% say they never notice it.
  • Billboards are the most noticed OOH format: More than two-thirds (68%) of Americans notice billboards, ahead of signs (59%), point-of-sale displays (31%) and posters (31%).
  • Many consumers take action after seeing OOH ads: More than a third (35%) have researched a product or service on their phone after seeing an OOH advertisement, while one in five have discussed a brand (20%) or made a purchase on their phone (19%).

Out-of-home (OOH) advertising is one of the most visible forms of advertising in consumers' everyday lives. Whether travelling to work, shopping or spending time out and about, Americans regularly encounter OOH ads and for many, those encounters don't end with simply noticing them.

New YouGov Profiles data reveals what percentage of Americans notice OOH ads, and what actions they take next.

OOH awareness: A familiar part of everyday life

Americans report seeing out-of-home advertising frequently, highlighting the medium's ability to maintain regular visibility throughout everyday routines.

The most common responses were noticing OOH ads several times a week (26%) and multiple times a day (21%), while just 3% say they never notice them.

That consistent exposure is reflected in the types of OOH advertising consumers notice. Billboards stand out, with 68% of American adults saying they notice them, followed by signs (59%).

By comparison, around three in ten notice point-of-sale displays (31%) or posters (31%), while digital interactive displays are noticed by around a quarter (26%).

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OOH conversion: Seeing OOH advertising often leads to further engagement

After noticing out-of-home advertising, many U.S. adults report taking an action.

More than a third (35%) say they have researched a product or service on their mobile phone after seeing an OOH advertisement.

Beyond this, one in five have discussed the advertised product or brand with friends or family (20%), while 19% say they have used their phone to make a purchase. Others report visiting a store (15%), taking a photo of an advert (14%), or researching the product through other means (14%).

Around one in eight have scanned a QR code or tapped an NFC tag on an advert (12%), while 11% have redeemed a voucher using their mobile phone or downloaded an app after seeing an OOH ad. One in 10 have texted or called for more information, and smaller proportions have purchased a product online without using a mobile device (8%), interacted directly with a brand on social media (7%) or shared content about a product or brand online (4%).

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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 the US and weighted by age, gender, education, region, and race.

Image credit: Getty Images

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