Sight is the dominant sense, responsible for processing over 80% of the information we encounter daily. In the media landscape, visual stimuli have unparalleled power to engage audiences, making sight-driven formats like out-of-home (OOH) advertising highly effective. Scientific studies reveal that the human brain processes images 60,000 times faster than text, highlighting why visual media captures attention and leaves lasting impressions.

The human eye is acutely sensitive to motion, contrast, and color, all of which are core elements in OOH advertising. Whether it’s a striking billboard or a dynamic digital display, visual elements trigger an immediate response. The Out of Home Advertising Association of America (OAAA) reports that 90% of travelers notice OOH ads, with 66% of smartphone users taking action after viewing one. This shows how strategically placed ads that incorporate powerful visuals can drive consumer engagement and brand awareness. Our Research arm – Heartbeats – has revealed similar results with more than 85% feeling that the Airport is  a great place to try new products.

Digital OOH (DOOH) elevates this even further by leveraging movement and contextual updates. Data-driven digital displays, for example, use real-time inputs—like weather or time of day—to keep the content relevant and engaging. OOH ads, with their bold visuals and real-time adaptability, offer brands the unique opportunity to break through the clutter and resonate with target audiences across both offline and online environments.

For media planners and marketers, tapping into the science of sight in OOH campaigns is a surefire way to build memorable and impactful brand experiences.