Out-of-home (OOH) signage has long been a powerful sponsorship asset, offering brands a highly visible and memorable way to reach consumers at numerous touchpoints in their everyday environments. 

Apparel and footwear, airlines, soft drinks, law firms, and restaurants comprise the five most active categories (in that order) by number of OOH assets. These industries leverage a wide range of static and digital advertisements, including billboards, car and bus wraps, taxi and train signage, and even exterior-wall and bus stop placements. 

Global brands like Coca-Cola, Lids, Starbucks, Pandora Jewelry, and Bath & Body Works are some of the most frequent buyers of OOH signage, utilizing its arguably unmatched visibility and flexibility to connect with consumers across a range of public spaces. Bustling city centers, airports and train stations, highways, and even beachside locales—where planes tow aerial banners—provide countless opportunities for brands to make their presence known. 

Though static billboards remain the most popular OOH asset, digital ones are quickly gaining traction due to their flexibility and ability to display multiple messages. These digital formats allow brands to adjust their messaging in real time, engaging consumers with eye-catching visuals while responding to events like weather conditions and breaking news. 

A growing number of OOH sponsorships also include social media. Instagram posts are included in 34% of these partnerships, adding another layer of engagement to these campaigns and expanding their reach beyond the physical world.