Out-of-home brand discovery has recovered from its pandemic downturn, with roadside billboards being the most memorable format, according to data from target audience company GWI.

In Q4 2021, 16.4% of internet users said they discover new brands or products via ads on billboards or posters. This is above the level reported throughout 2020 and in line with pre-pandemic levels.

Why it matters

This comes as the pandemic and greater data privacy have required new out-of-home strategies from brands.

For example, GWI argues local OOH campaigns may work better as commuting becomes less prominent. Adverts around local parks and...