Why Universities, Colleges, & Schools Make the Grade with Out of Home

April 15, 2025

The first rule of advertising: be where your audience is. That’s especially true for colleges and universities, whose students may come from somewhere far from their campus. Fortunately for them, there’s out of home advertising.

Advertising Beyond Campus to Meet Students Where They Are

Students and parents don’t always live, work, or commute in same place they get an education. And with the expansion of online programs, many public universities, private schools, and other learning institutions use out of home to reach students across cities and even state lines by placing ads in key feeder markets.

For instance, the Rochester Institute of Technology did Station Dominations – our most immersive media format – in Washington, D.C., New York, and Boston!

 
The rise of online degree curriculums and remote learning options has led organizations to recruit students nationally and even globally by strategically placing OOH ads in cities with high interest in specific initiatives. Schools’ enrollment analytics show where their students come from. OUTFRONT can ensure their messages reach that audience, keeping academics top-of-mind even when the institution itself isn’t nearby.

How Athletic Programs Win With Digital OOH

Athletic departments have recognized the power of digital out of home to engage a broad audience through dynamic, real-time creative that resonates with students, alumni, and sports enthusiasts. By using data triggers, schools can display live scores, real-time player stats, and ticket availability for upcoming events. Here alongside the Walt Whitman Bridge in Philadelphia, the Big 10 Conference celebrated the Penn State men’s wrestling team’s national championship win.

 
To get the most impact out of a campaign, academic advertisers can utilize iconic locations like Times Square. These have been proven to inspire 65% to take action after seeing an OOH ad, and to give nearly half (46%) the impression that the product is high-quality (SOURCE: The Harris Poll).

In these locations, universities and their brand partners have showcased star athletes and highlighted team achievements. These partnerships, built on NIL (name, image, and likeness) agreements with athlete influencers, create personal, wow-factor activations. Through NIL agreements, athletes can boost their own profiles while promoting their school’s athletic programs. For brands, influencers like these impact activation and brand health metrics similarly to iconic locations but are more effective at communicating trustworthiness (SOURCE: The Harris Poll).

One recent example is a Nike campaign that put University of Southern California basketball star JuJu Watkins on the three hand-painted towers of the Hotel Figueroa in downtown Los Angeles.

 
The fusion of brand endorsements and athletic personalities fuels school spirit and encourages brand recognition, strengthening recruiting efforts by positioning schools as leaders.

More Than Just Higher Ed: K-12 Schools and Vocational Programs Use OOH

Out of home advertising is not just for universities – local school districts and charter schools have found success using OOH media to drive both enrollment and employment, especially when layering mobile on top of it. Public and private K-12 schools utilize transit and roadside ads to highlight application deadlines and specialized programs. Many have also adopted a cross-channel approach, incorporating mobile geofencing to target a customized audience. Using this combination, Park Hill School District saw a 79% increase in traffic to their website (SOURCE: OUTFRONT Mobile).

 
Vocational and trade schools also combine OOH and mobile to inspire individuals looking for direction in their career paths. By targeting strategic locations such as medical centers for healthcare programs, business districts for technology and management workshops, and geofencing employment centers/job fairs for occupational guidance, these institutions are focused on the right audience at the right time.

Education’s Future on OOH

The right creative approach can ultimately spark interest in prospective students and alumni. Eye-catching visuals and persuasive storytelling enhance the effectiveness of campaigns. Known as a “Burma-Shave,” the use of sequential billboards by Western Governors University builds a narrative, stirs a conversation, and charms the community, sparking interest and directing it with a call to action.

 
Out of home is a powerful tool for making education opportunities visible and appealing. As education marketing evolves, a blend of traditional and digital innovations will continue to shape how institutions connect with prospective students and alumni. Combining geofencing, live-data triggers, interactive elements like QR codes, influencer partnerships, and compelling creative will allow schools to create transformative campaigns that generate real action.

Contact OUTFRONT today so we can start educating your audience about you.

Author: Lauren Graff, Marketing Specialist @ OUTFRONT

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