DOOH/OOH Is Powering the Sports Economy: New Research From OAAA & The Harris Poll

Out-of-home (OOH) advertising isn’t just about awareness anymore, it’s fueling the sports economy and fan engagement at every level. According to new national research from the Out of Home Advertising Association of America (OAAA) and The Harris Poll, OOH is one of the most powerful tools in sports marketing today.

Fans Notice—and Take Action

Nearly six in ten U.S. adults recall recently seeing an OOH ad promoting a major sporting event. Even more importantly, 90% of those fans took real-world action—from tuning in to the game, to sparking conversations with friends, to posting about it on social media.

That kind of engagement shows the unique ability of OOH to move people from passive exposure to active participation.

Driving Local Impact

The study also highlights OOH’s role as an economic driver. An impactful 99% of fans who attended a game after seeing an OOH ad spent money locally, fueling restaurants, hotels, transportation, and retail in host cities. In other words, OOH doesn’t just sell tickets, it boosts local businesses and economies.

As OAAA President & CEO Anna Bager put it:

“OOH doesn’t just sell tickets. It fuels the entire sports economy. Sports audiences are primed for action when they encounter OOH in context. From building anticipation for the World Cup to energizing local businesses, OOH captures the energy of live sports like no other medium.”

What Fans Value Most

The findings also uncovered what resonates most with sports audiences:

• Action and sharing: 90% take action, and 61% post on social media after seeing OOH ads—especially when humor or star power is involved.

• Practical information: Fans want schedules, ticketing, and viewing options in OOH ads, proving its role as a planning tool.

• Local economic lift: Nearly every fan who attends a game after OOH exposure spends money locally.

Looking Ahead: FIFA World Cup 2026

The excitement doesn’t stop there. With the 2026 FIFA World Cup on the horizon, nearly two-thirds of U.S. adults want to see OOH tied to the tournament. Almost all say they would take further action, from looking up more information, to engaging on social, to attending matches.

This represents a huge opportunity for brands, leagues, and sponsors to meet fans where the energy is highest—at street level, in neighborhoods, and across cities hosting the world’s biggest sporting event.

Why It Matters for Smartify and Our Partners

At Smartify, we see this research as confirmation of what we experience every day across our premium DOOH network. Sports are cultural touch points, and DOOH is the connector, bridging fans, brands, and local communities.

Whether it’s amplifying social buzz around a championship, driving ticket sales for a local team, or boosting business for restaurants and shops near the stadium, DOOH delivers measurable impact.

As the countdown to 2026 continues, the opportunity is clear: OOH is where sports passion meets real-world action. 

The Smartify DOOH Network has hundreds of displays in host cities including Miami, Atlanta, NYC/NJ, Los Angeles, Philadelphia, and Houston. Contact our team to create your custom action plan.