The Future of Advertising: Why Influencers and DOOH Are a Winning Combination

Imagine walking down a busy city street, glancing at a massive digital billboard, and seeing your favorite influencer or celebrity discussing the latest must-have product or trend. It feels personal and familiar—like a recommendation from a trusted friend rather than just another ad. This is the new frontier of advertising: the seamless merger of influencer marketing and digital out-of-home (DOOH) advertising.

Influencer marketing has dominated the digital space for years, shaping consumer decisions through platforms like Instagram, TikTok, and YouTube. At the same time, DOOH has evolved into one of the most effective and engaging advertising channels, capturing attention in a way that traditional media struggles to achieve. As these two forces converge, they create an advertising experience that is both impactful and action-driven.

The benefit of influencer content in DOOH ads

People trust influencers because they feel like real, relatable individuals—far removed from traditional ads' polished, corporate feel. Recent studies confirm just how powerful influencer-endorsed content can be when integrated into DOOH campaigns:

• 47% of adults notice influencer content in OOH ads, and 81% believe influencer endorsements benefit all types of products. 
• 48% believe influencer-backed ads enhance brand quality perceptions, while 48% say they boost trustworthiness, and 34% say they increase the desirability of products or services. 
• 67% of respondents are likely to take action after seeing an influencer-endorsed product in a DOOH ad. 
• 48% visit the brand's website, and another 48% make a purchase after viewing influencer-backed DOOH ads. 

Think about it: when you see an influencer you admire talking about a product or service on your phone, you're already more inclined to pay attention. Now, picture that endorsement amplified on a grand scale—right in front of you, in the physical world. The impact is undeniable.

Why younger audiences are drawn to digital out-of-home

Younger consumers, especially Gen Z, are known for their ability to tune out traditional online ads. Whether skipping YouTube commercials or scrolling past Instagram promotions, they have perfected the art of ad avoidance. However, DOOH presents an opportunity to recapture their attention in real life—where they can’t avoid it.

 According to a Harris Poll and Out of Home Advertising Association (OAAA) study, Gen Z and millennials are much more engaged with OOH advertising than older generations. In fact, 67% are more likely to make a purchase after seeing an influencer-endorsed product in an out-of-home ad. 

Influencers bring authenticity, and when their content is displayed publicly, it commands attention in a way that online ads simply can't. Seeing their favorite content creators on a larger-than-life billboard or digital display makes the endorsement feel even more legitimate, reinforcing trust and brand affinity.

Why brands should embrace influencers in DOOH now

With approximately 27 million content creators in the U.S., including 12 million full-time influencers, brands have a vast pool of talent to tap into. 

Influencers have already built audiences on platforms like TikTok and Instagram—two of the most effective channels for driving purchasing decisions. The beauty of DOOH is that it allows brands to seamlessly repurpose influencer content across multiple touchpoints, amplifying reach and creating a unified, omnichannel marketing experience.

Activating on DOOH is as easy as managing an influencer campaign on Instagram or TikTok. For example, the dimensions for TikTok videos (1080 x 1920) align seamlessly with digital urban panels, making cross-channel activation a no-brainer.

The advertising landscape is shifting, and the fusion of influencer marketing with DOOH represents the next evolution in consumer engagement. Brands that leverage this powerful combination will:

• Capture attention in ways traditional ads can’t.
• Build deeper trust through influencer credibility.
• Drive real-world action by meeting consumers where they are—both online and offline.
• Connect with younger audiences who are more receptive to DOOH than traditional digital ads.

As DOOH continues to rise in prominence, the brands that embrace influencer-backed campaigns will stand out and drive higher engagement, credibility, and conversions. If you’re interested in exploring digital out-of-home, Screenverse has over 30+ venue types and 100,000+ digital screens to accommodate your campaign needs. Contact us to learn more.

‍