Producers of wide-format signs and displays for advertising agencies might be interested in some recent YouGov statistics that reinforce the value of out-of-home (OOH) advertising in both printed and digital forms.
OOH advertising includes billboards, sidewalk displays, in-store graphics, as well as signs at bus stops, subway stations, airports, and stadiums. Buses, trucks, trains, taxis, boats, airport shuttles, and other vehicles carry mobile OOH ads almost anywhere people travel or gather. So, Americans routinely encounter OOH ads whenever they are commuting to work, shopping, or traveling.
The question is: Do people take action after noticing an OOH ad?
According to recent YouGov Profiles data, the answer is yes. Their research studied how often consumers noticed OOH advertising, what types of OOH ads they noticed, and what types of action they took after seeing the OOH ad.
In terms of frequency of noticing, the most common responses were several times a week (26%) and multiple times a day (21%). Just 3% said they never notice them.
Types of OOH Advertisements Noticed
As for the types of OOH advertising consumers notice, billboards stand out, with 68% of American adults saying they notice them, followed by signs (59%). Around three in ten notice point-of-sale displays (31%) or posters (31%). Digital interactive displays are noticed by around a quarter (26%).
Types of Actions Consumers Take
After noticing out-of-home advertising, many U.S. adults report taking an action.
Some people who notice billboards use their mobile devices to see what additional information might be available. More than a third (35%) of YouGov survey respondents 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 advertisement(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%).
About YouGov Data Gathering
YouGov is a global online community, where millions of people and thousands of political, cultural and commercial organizations engage in a continuous conversation about their beliefs, behaviors and brands.
YouGov Profiles delivers comprehensive audience intelligence for marketing media planning. More than 2 million data points cover media consumption, brand affinities, values, and lifestyle. The audience profiles are based on continuously collected data through rolling surveys, rather than a single limited questionnaire.
The figures above 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.