What makes OOH such a powerful tool for generating word-of-mouth virality? Is it because people naturally engage with their surroundings while driving, or because creative billboards are too compelling not to photograph?
The true power of out-of-home advertising lies in its ability to connect with the community hubs of a city. Whether you’re in a small town or a bustling metropolis like NYC, data shows that when an ad resonates, it spreads quickly. And while we love OOH in all its forms, there’s no need to go as far as enacting a scene in the heart of Grand Central Terminal.
With Blip’s new location selection tools, you can place ads in cities based on extensive data, including age, income, gender, and, of course, what’s most relevant to the community. Below are a few ideas to consider when framing your next campaign. Feel free to use them as inspiration!
Use Humor or Witty Copy Relevant to the Local Culture
There’s a reason iconic cities in America have earned their own taglines. Austin’s “Keep it Weird,” NYC’s “The City That Never Sleeps,” and Alabamians—well, they’ll tell you they “Roll Tide” and “Bless Your Heart.” Localized humor and cultural references increase the chances that people will engage with and share the ad, especially when there’s a touch of truth to it (even if it’s just a little exaggerated).
Strategy: Tailor the tone and language of the ad to local humor, slang, or current cultural references. It’s always solid advice to keep things positive, even if you’re poking fun at the quirks of the area (we’re looking at you, deep-fried everything in the South). Using “you wouldn’t get it unless you lived here” type inside jokes unique to the area can make an ad stand out—and might even catch some national attention.
Leveraging Local Influencers or Events
When locals see their favorite influencers or personalities in an OOH ad, they’re more likely to share it online—especially if the influencer is promoting it on their own social channels. Imagine an ad with Justin Jefferson diving across a billboard to grab a cold Coke at the local corner store or Patrick Mahomes throwing a perfect pass for a Big Mac at a tailgate party. Sports references can have a huge impact, especially in cities with passionate fanbases. A nod to a local sports team will resonate way more in a place like Boston (home of the Red Sox, Celtics, and Pats) than in Portland, where Bless their hearts—the Blazers are really the only show in town.
Strategy: Partner with local influencers or tie your campaign to local events (festivals, sports games, etc.). Not every business has the budget for a major professional athlete, but even subtle nods to local sports stars, beloved personalities, or regional quirks can make a big impact and get people talking.
Real-Time Relevance
People love when ads speak directly to their immediate context. For example, a sauna company lightens the mood when Milwaukee hits Arctic temperatures, and while stuck in traffic on icy roads, there’s no better place to be reminded of how nice a warm sauna feels.
Strategy: Use data like weather, local events, or trending topics to make your ad feel relevant to the moment. Big storm coming in? Hop on the platform and remind people to bundle up, or even better—find warmth in your latest product or service!
Get Creative Based on Local News or Trends
Who isn’t eager to be part of local conversations, especially when something relevant happens? They’ll be more likely to share or engage with the ad online, and it can even be a force for good. Take, for example, the California wildfires—companies that offered relief services or showed support during that time sparked significant engagement and goodwill.
Strategy: Stay on top of local news and pop culture trends to incorporate them into your creative. Whether it’s a local controversy, viral moment, or cultural shift, these hot topics are relevant enough that people won’t forget them. Tapping into these moments can get people talking and make your brand feel connected to the community.
Incorporating Local Landmarks or Features
Folks love seeing their own environment celebrated, and it can inspire them to share the ad out of local pride. Whether it’s Chicago’s iconic landmarks or Idaho’s famous potatoes, people from near and far will connect with an ad that taps into the region’s unique attractions. Brands can easily join the conversation and build hype by highlighting local gems.
Strategy: You can win by integrating the geography or landmarks of a specific location into the ad’s creative. Whether you’re targeting locals or tourists passing through, using a local landmark as the backdrop of your ad creates a deeper connection with the area’s residents—and may even draw attention from visitors who are looking to experience the culture firsthand.
Bringing It All Together with Localized OOH
By tapping into the heart of your community—whether through local humor, influencers, real-time relevance, or iconic landmarks—you can create out-of-home ads that don’t just stand out, but drive conversations. The key is understanding your audience and making the ad feel like it was designed just for them. When your creative resonates on a local level, the results can be powerful, shareable, and memorable—and with the right tools and data, you can easily measure its impact to see exactly how your ad is driving engagement and word-of-mouth.