Harnessing User-Generated Content in OOH Advertising: Building Authentic Connections Beyond the Screen
Meta description: Discover how brands use UGC to transform out-of-home advertising into interactive, community-driven campaigns that drive engagement and real-world results.
The out-of-home advertising landscape is evolving rapidly, and one of the most powerful trends reshaping the industry is the integration of user-generated content. As consumers increasingly crave authenticity and seek brands that reflect their values, savvy marketers are discovering that the most compelling OOH campaigns aren’t always those with the slickest production values—they’re the ones that invite audiences to participate, create, and share their own stories.
The shift toward UGC-driven OOH represents a fundamental change in how brands think about outdoor advertising. Rather than broadcasting a single message to passive viewers, forward-thinking companies are using digital out-of-home platforms to showcase real customer experiences, testimonials, and creative contributions. This approach transforms billboards and transit advertising from one-way communication channels into community platforms that celebrate the people who actually use and love the products.
The Power of Authenticity in Public Spaces
User-generated content carries inherent credibility that traditional advertising struggles to achieve. When consumers see their peers’ photos, videos, or testimonials displayed on digital billboards in high-traffic locations, the message resonates differently than polished brand messaging. This authenticity matters enormously—research shows that UGC campaigns are perceived as significantly more trustworthy than traditional advertising by a substantial portion of audiences.
Consider how major brands have capitalized on this dynamic. Netflix has leveraged user-generated content in innovative 3D OOH installations, creating immersive experiences that blur the line between digital advertising and interactive art. These campaigns don’t just advertise a product; they celebrate the fan community itself, making people feel part of something larger than a simple transaction.
From Digital Screens to Foot Traffic
The most sophisticated OOH campaigns combining UGC with data-driven strategies demonstrate measurable impact on real-world behavior. DoorDash, for instance, blended static and video advertisements with real-time optimizations, using mobile retargeting to reach consumers after they’d seen outdoor signage. By incorporating genuine stories from Dashers alongside dynamic creative, the brand achieved a 6% increase in intent to sign up and a 22% increase in consideration.
Similarly, Poppi’s Super Bowl campaign sent branded vending machines to 32 influencers across the United States, encouraging them to create and share unboxing experiences and reactions across TikTok and Instagram. This strategy generated a wave of authentic content that extended far beyond the initial out-of-home placement, creating a halo effect that amplified reach and engagement.
Building Community Through Participation
The most successful UGC-driven OOH campaigns make participation simple and rewarding. Coca-Cola’s interactive bus shelter campaign in Singapore allowed passersby to create GIFs using Coke filters, then receive QR code vouchers for free products. The campaign didn’t just display user content—it invited people to become content creators in real-time, generating both immediate engagement and shareable moments.
ASOS took a different approach with their #AsSeenOnMe campaign, inviting customers to post pictures of their purchases on social media using a branded hashtag. By aggregating this content across platforms and potentially featuring it in OOH spaces, the brand created a virtuous cycle where customers felt seen and celebrated while simultaneously becoming brand ambassadors.
The Future of Connected Campaigns
As technology advances, the intersection of UGC and OOH continues to offer exciting possibilities. Brands that successfully leverage user-generated content in out-of-home advertising recognize a fundamental truth: consumers don’t just want to be sold to; they want to be heard. By creating platforms where real customer stories take center stage in public spaces, brands transform advertising from interruption into invitation.
The most effective campaigns recognize that authenticity, community participation, and data-driven targeting aren’t competing priorities—they’re complementary strategies that, when combined, create out-of-home experiences that audiences actually want to engage with and share.