Social feeds aren’t getting any quieter. As algorithms evolve and content volumes increase, even high performing campaigns can struggle to deliver lasting impact.

For marketers under pressure to drive measurable ROI, the challenge is shifting: from simply reaching audiences to being remembered by them. Our research points to a growing role for Out of Home in addressing this.

Here’s what the evidence shows:

1. Priming audiences before the scroll

When audiences are first exposed to OOH, their response to social content shifts significantly. There is a 32% increase in dwell time and a 5% uplift in memory embedding when OOH precedes social exposure.¹

For brands already investing heavily in social, this shifts the conversation. There’s an opportunity to improve performance by building familiarity before audiences even reach them.

2. Brands increase engagement by posting DOOH content

OOH no longer lives in isolation. When a DOOH creative is shared across your brand’s social channels, it transforms from a single media moment into cultural content. This amplification drives a 21%¹ increase in engagement and brand lean in, extending the lifespan and reach of campaigns far beyond the physical location.

3. Creators scale authenticity

By combining the scale and visibility of OOH with creator-led storytelling, campaigns can bridge the gap between brand presence and audience relatability. Our research shows that creator-led DOOH content drives a 35%¹ increase in brand engagement, reinforcing the value of integrating creator partnerships and OOH into media planning.

This approach allows campaigns to maintain their authority of OOH placements while adapting to the more personal, conversational tone of social platforms.

4. Reactive DOOH fuels social conversation

DOOH is increasingly becoming a live canvas for reactive creativity. Campaigns can respond in real time, creating moments that audiences want to capture and share.

An example came from the BBC, where reactive DOOH content around The Traitors generated over 7 million impressions in just two days², driven largely by organic social sharing. When people encounter something unexpected in the real world, they bring it straight to their feeds.  

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5. Attention multiplies when channels work together

When OOH captures attention first and then social extends it, results compound. Campaigns see a 54% increase in time spent viewing posts, alongside a 18% uplift in emotional intensity.¹ This is the multiplier effect in action, as each channel enhances the performance of the other.

Ocean Creator

To bridge the gap between high-impact OOH and social-first content, we’ve partnered with Creator by Infinitum to launch Ocean Creator.

This model brings together premium DOOH and creators to produce content designed for amplification. DOOH builds attention in the real world, while creators extend that moment into digital culture, reaching millions.

With creator marketing proven to deliver strong long-term brand ROI³, OOH shown to turbocharge your social media strategy¹, and consistently ranking as one of the most trusted media channels⁴, this solution allows your brand to combine trust, authenticity and creative scale in one powerful ecosystem.

DOOH creates engaging, authentic content that captures attention in real life, and carries that trust when shared online. In a landscape where trust is one of the most powerful drivers of key business outcomes, including profit⁴, Ocean Creator helps brands turn credibility into cultural reach.

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OOH is establishing its unique role not only as a standalone awareness channel, but as a strategic accelerator for social performance. It enhances the content already being created, strengthens effectiveness, and turns fleeting impressions into lasting brand moments.

Contact Craig.McFarlane@oceanoutdoor.com for more information on how OOH and social amplification can transform your next campaign.

Sources

[1] The Vital Ingredient, Neuro Insight / Ocean Outdoor, 2022

[2] Pulsar, 2025

[3] IPA Touchbank, 2025

[4] Advertising Association, 2024