From “Meh” to Memorable: The OOH Advantage for Summer 2025

In recent times, many of us have found ourselves suffering from some sort of crisis hangover. The relentless cycle of news and global events has left us feeling overwhelmed, vulnerable and somewhat disconnected. In short, there’s a collective sense of meh.

As a result, in 2024, one in three adults reported experiencing high levels of stress, while attention spans have plummeted from 150 seconds in 2012 to just 47 seconds – a staggering 68% decrease. Alongside this, we’re also experiencing online fatigue with endless doomscrolling losing its appeal, with 7 in 10 internet users aged 16 to 64 actively trying to reduce their digital consumption.

However, there is a notable shift taking place. Consumers are increasingly prioritising their wellbeing, seeking meaningful activities and real-world experiences that contribute positively to mental health. In 2024, over £178 billion was spent on memorable moments – a trend set to continue into 2025, with 59% of consumers planning to maintain or increase this type of spending.

As we look ahead to summer 2025, this desire for meaningful experiences is clear: 

• 68% are planning to travel abroad 

• 90% are planning a domestic holiday 

• 77% are eager to try a new outdoor activity 

This renewed focus on wellness and authenticity presents a significant opportunity for brands to be a part of these moments and engage with consumers in meaningful ways. 

So, how can brands contribute to these moments in a way that enhances them, rather than intruding on them? The answer lies in the power of Out of Home (OOH) advertising. Reaching 97% of UK adults each week, OOH advertising is woven into the fabric of our daily lives. 

Using our “ACES” framework – Audience, Creative, Effective and Sustainable – we’re demonstrating how OOH can help brands connect with the right people, in the right place, at the right time. 

(Audience) Be Relevant with OOH 

According to a study by New Age, 66% of consumers feel most digital ads are irrelevant to them – a reflection of this current era of digital overload. With ads constantly vying for attention across platforms, many are dismissed, skipped, or blocked entirely. 

Don’t be mistaken – consumers don’t inherently dislike advertising. In fact, nearly half (49%) of consumers say that they enjoy ads for products that align with their interests, suggesting that, rather than going broad with ad targeting, relevance is key.

This is where OOH excels. Unlike many other channels, 59% of consumers find OOH to be less intrusive, and 60% say it’s a more enjoyable way to connect with brands. OOH integrates seamlessly into everyday life, reaching audiences at key locations and moments throughout their day. 

Travelling by car? There are many roadside formats for you to choose from. Shopping for goods? There’s a D6 just outside the supermarket. Commuting to work or play? Bus shelters and public transport formats engage consumers on the move. Wherever your audience goes, OOH is there, ensuring your brand is present and impactful throughout the journey. 

To ensure maximum relevance, we recommend leveraging programmatic OOH through our DSP, Atlas. Whether targeting families planning domestic holidays or a “work hard, play hard” demographic, Atlas uses behavioural data to identify the most effective panels for your campaign.

Additionally, Atlas Real-Time empowers you to capitalise on micro-moments this summer. By activating campaigns based on dynamic triggers such as weather, pollen count, or UV index, your OOH strategy becomes more engaging, more memorable, and can boost neuro response by up to +32%. 

(Creative) Create Meaningful, Emotional Connections

Audiences may be spending more time out of home this summer – but are brands doing enough to meet them both creatively and emotionally? 

Emotional connection is a powerful driver of human behaviour. Yet, a staggering 83% of UK consumers say their favourite brands don’t make them feel valued. This represents a major missed opportunity as research consistently shows that emotional loyalty not only enhances brand equity, it also significantly influences consumer decision-making. 

In fact, 95% of purchase decisions are emotionally driven, and brands that foster emotional connection see a +306% increase in customer lifetime value. For marketers, the message is clear: emotional engagement isn’t a luxury, it’s a necessity. 

OOH advertising is a powerful driver of emotional connection, as Talon Benchmarks reveal that 57% take some sort of action after being exposed to OOH and there’s a +10% average uplift in purchase intent after being exposed to OOH. What’s more, 59% find OOH ads appealing, making it a medium that not only captures attention but also inspires meaningful engagement. 

OOH doesn’t just reach audiences; it resonates with them. And when you combine this reach with creativity, the effects are amplified: 

• 35% increase in purchase consideration 

• 56% uplift in ad recall vs traditional OOH 

• 17% increase in consumer action

From murals that transform everyday spaces into something extraordinary, to immersive brand experiences that create lasting memories, summer presents a unique opportunity to go break out of billboards. It’s a chance to reimagine OOH as a bold, emotionally driven medium that truly connects with audiences. It’s time to go big, go bold and create work that truly turns heads.

Take brands like Specsavers, Pepsi and Starbucks – all of whom have embraced bold creative strategies with measurable impact. Pepsi’s Sweet Room activation alone delivered over 300K in online reach and 100% positive online sentiment, proving that creativity with emotional intent pays dividends. 

This summer, go big. Go bold. Create OOH that not only turns heads but captures hearts. 

(Effective) Be a Trustworthy Brand

No wonder we’ve got trust issues. As algorithms get smarter and AI makes content creation more accessible, it’s becoming increasingly difficult to distinguish what’s real from what’s not. 

Trust is now one of the most valuable currencies in the consumer-brand relationship. In fact, 81% of UK consumers say trust influences their purchasing decisions, and 66% actively avoid buying from brands they don’t trust. Yet trust is slipping with 67% feeling less loyal to brands than they did just two years ago. For brands, this shift isn’t just a warning sign, it’s a clear opportunity to rebuild trust and reconnect with audiences in more meaningful, authentic ways. 

That’s where OOH comes into play. Compared to digital and radio, OOH is ranked as the most trusted media channel. Whether it’s a billboard, a bus shelter or a digital screen, OOH is tangible, public, and credible – a far cry from digital ads that can easily be manipulated with one click. OOH is particularly strong at driving trust among more sceptical Gen Z audiences. 

And when a brand is displayed on OOH? Talon Benchmarks show that the medium promotes the ideas of trust more than any other: 

• +7% perceptions of the brand 

• +4% trust the claim 

• +5% in consideration 

(Sustainable) Sustainability is More Than a Statement 

And the trust issues don’t stop there. Consumer trust in sustainability claims is also declining. Only 1 in 4 consumers take ESG claims at face value, and 54% say they would stop buying from brands they believe are misleading. 

Today, authenticity and transparency around sustainability initiatives aren’t just a “nice-to-have,” they’re essential. For both brands and consumers, building genuine trust in this space is now a critical business priority. 

Sustainability matters and it’s here to stay – influencing purchasing decisions and lifestyle choices. 78% of consumers want to lead more sustainable lives, 55% are willing to pay more for eco-friendly brands and 51% avoid products that they know are bad for the environment. And this sentiment extends to the media that they consume. 

So, how can brands align? With OOH, of course. 

OOH not only drives effectiveness – it also enables brands to contribute positively to communities and the environment. According to Outsmart, 46p of every £1 spent on OOH goes back into public infrastructure. It’s also a more sustainable ad platform, accounting for just 3.3% of the UK’s total ad power consumption and less than 3.5% of the UK’s ad carbon footprint. 

This summer, turn “meh” into memorable with OOH. 

Whether it’s driving relevance, sparking emotional connections, or building trust, OOH offers a powerful, proven way to stand out in a crowded landscape. 

So, if you want to be part of the meaningful summer moments that stick, it’s time to think outside.