In the highly competitive world of car sales, where electric car buyers can research up to 17 different brands before making a decision, cutting through the noise is not always simple. This is precisely where Out-of-Home (OOH) advertising proves to be an indispensable tool.
The automotive industry's confidence in OOH advertising is evident in their investment. Nielsen data reveals that OOH ad spending for the car industry increased from £47.4 million in 2023 to £52 million in 2024, showcasing a steady and growing commitment to this powerful channel.
OOH drives dealership visits and enhances brand perception
One of the most compelling reasons car advertisers turn to OOH is its direct impact on consumer action. A research study highlights a significant two times (2x) increase in visits to car dealerships after people are exposed to an OOH ad. Furthermore, OOH advertising leads to a 66% increase in repeat visitors to dealerships, demonstrating its effectiveness in fostering customer loyalty. In fact, a notable 36% of consumers visited a dealership within just one week of seeing an OOH ad.
Beyond simply getting people through the door, OOH advertising plays a crucial role in shaping how consumers feel about a brand. TGI Audience Insights indicate that individuals are more than 5x more likely to agree that OOH advertising improves their perception of a brand. According to consumers, the eye-catching nature of OOH, especially on large screens and well-designed posters, also makes brands stand out and is seen by many as enhancing the urban environment itself.
OOH boosts online engagement and pinpoints key audiences
In today's connected world, OOH advertising doesn't operate in a silo; it actively propels consumers into online action. After seeing an OOH ad, consumers are:
• 125% more likely to share content on social media.
• 41% more likely to download an app.
• More likely to make a purchase using their mobile phone.
• 20% more likely to visit a physical store to buy a product.
This seamless journey from outdoor exposure to online and in-store action underscores OOH's holistic value in the marketing funnel.
OOH also excels at reaching specific, high-value segments of car buyers:
• People who "enjoy driving" are highly receptive to OOH advertising, being more likely to make mobile purchases and agree that large screens make brands noticeable.
• Individuals who "choose a car over public transport" are 96% more likely to agree that OOH advertising improves their perception of a brand.
• For the growing segment who believe "All new cars should be electric" (battery electric vehicles accounted for 21.8% of new registrations in June 2025, marking a +25.8% year-over-year increase), OOH is especially impactful. They are three times (3x) more likely to agree that OOH improves their perception of a brand and are more likely to research products online after seeing an OOH ad.
Reaching influencers and high-value audiences with our OOH network
OOH advertising is uniquely positioned to connect with car influencers and highly influential individuals, amplifying your message through word-of-mouth. These influential groups are:
• 88% more likely to talk with friends about an OOH ad they’ve seen.
• One and a half times (1.5x) more likely to discuss products with friends after seeing OOH ads.
• Two and a half times (2.5x) more likely to post content about a product.
This demonstrates OOH's strong capability to spark organic conversations and spread brand messages.
Our extensive OOH network, including prominent roadside screens like digital billboards, and classic and digital bus shelter advertising, is strategically placed to reach your target audience where they are most receptive. With 68% of people in England commuting by car and 11% by rail, these locations offer unparalleled visibility to daily commuters.
Alight screens alone reach 14 million people who commute to work, accounting for 64% of all commuters. Crucially, Alight screens reach 9 million people who are planning to buy a new vehicle in the next two years, including 3.4 million new car buyers and 4.2 million second-hand car buyers.
Sources:
- Clear Channel
- TGI Insights
- Neilson
- Route 55
- SMMT
- Auto Trader
- Motor Finance Online