The Power of Visibility in Black Business Success: How OOH Advertising Elevates and Connects Communities
February 3, 2025
For Black-owned businesses, visibility is more than just brand awareness, it’s about representation, cultural affirmation, and economic empowerment. In an era where digital marketing dominates, out of home advertising stands out as a powerful medium that allows Black businesses to make bold statements, establish credibility, and authentically connect with their communities.
From high-traffic billboards to transit ads and murals, out of home provides a uniquely powerful platform for Black entrepreneurs to showcase their businesses in a way that resonates deeply with their target audiences. At OUTFRONT, we’ve recognized this opportunity and actively invested in elevating Black voices through strategic partnerships and impactful campaigns. Here are four big reasons why OOH advertising works for Black-owned businesses.
1. Visibility in the Right Places
Unlike digital media ads that can be easily ignored, OOH is unavoidable. It ensures that Black-owned businesses are seen in the very communities they serve, whether it’s along busy streets, at transit hubs, or in culturally significant neighborhoods.
Bert McDowell Injury Law, a Hartford-based personal injury firm, significantly boosted its visibility across the Connecticut market thanks to a strategic partnership with OUTFRONT. Recognizing the importance of marketing to showcase Bert’s legal expertise and community commitment, we collaborated to imagine a memorable and impactful campaign that won two CT Ad Club Awards for creative excellence.
STUDIOS, the in-house creative agency at OUTFRONT, played a crucial role in developing the bespoke creative materials. We worked closely with the law firm to craft messaging and visuals that resonated with the target audience while establishing a larger-than-life brand identity.
2. Authentic Cultural Connection
Out of home advertising allows Black-owned businesses to celebrate their identity and heritage in a way that resonates with their audiences. Through bold imagery, clear and direct messaging, and artistic storytelling, brands can create campaigns that capture the attention of not just Black consumers but also the broader community, fostering inclusivity and understanding.
One example is OUTFRONT’s third annual partnership with Ad Age for Black History Month 2025, which once again showcased Black creative excellence on billboards across major cities. By featuring influential Black artists and professionals, the partnership didn’t just advertise, it uplifted and empowered.
This campaign isn't just a one-off gesture. It reflects a broader commitment at OUTFRONT to fostering a diverse and inclusive environment. It sends a clear message that Black voices matter, Black creativity is valued, and Black professionals are supported.
This month, OUTFRONT and Ad Age are hosting a panel discussion featuring three of this year’s honorees, moderated by Ad Age Senior Creativity Reporter Sabrina Sanchez. The panel includes Nadja Bellan-White, CEO M&C Saatchi Group North America, Gary Coichy, founder and CEO at Pod Digital Media, and Datwon Thomas, Executive Producer, Dick Clark Productions & Editor At Large, Vibe Magazine.
This initiative not only honors Black culture and contributions but also showcases the effectiveness of OOH as a storytelling tool. The campaign's success demonstrated that when Black voices are amplified in public spaces, they can inspire, engage, and empower entire communities.
3. Trust and Credibility
For small Black-owned businesses, credibility is key. A well-placed OOH ad signals legitimacy and confidence in a way that social media ads often cannot. Unlike digital ads, which can sometimes feel fleeting or intrusive, billboards and transit ads establish a brand's physical presence in the real world, reinforcing its stability and trustworthiness.
4. Bridging the Gap Between Offline and Online
Modern OOH campaigns don’t just stop at the streets – they extend to digital engagement. Many Black-owned businesses use QR codes, social media hashtags, and interactive elements in their OOH ads to drive online traffic and customer engagement. This strategy bridges the gap between offline awareness and online conversions, creating a full-circle marketing approach.
Making a Statement, Creating an Impact
For Black-owned businesses, OOH advertising is more than just marketing, it’s a declaration of presence, power, and pride. Whether through bold billboards, eye-catching transit ads, or interactive digital screens, OOH provides a platform for Black entrepreneurs to be seen, heard, and supported.
As a young Black man in the out of home industry, I see first-hand the power of visibility. This isn't just about billboards and bus wraps; it's about representation and opportunity. I'm committed to doing my part to ensure that Black-owned businesses and entrepreneurs have access to these crucial marketing tools. It's about more than just selling ad space; it's about empowering communities and amplifying voices that too often go unheard. My focus is on helping businesses make the most of their opportunity to capture the public's attention. Because when we control our narrative and command that visual space, we're not just building brands, we're building a more equitable future, one billboard at a time.
Author: Rahni Lawrence, Marketing Specialist @ OUTFRONT
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