Not every decision to attend college starts with a search bar. Some begin with a conversation in the car or a glance at a billboard when walking home from high school. For colleges and universities, attracting students means developing an advertising campaign that shows up online and in person.

This is where out-of-home (OOH) advertising comes in.

OOH makes that in-person presence possible by bringing your message into public spaces where prospective students already spend time, reinforcing your school’s visibility without relying on screens or search engines. 

If you’re in charge of handling college or university advertising campaigns, this guide breaks down how to use OOH in a way that actually connects with your audience. Whether you’re focused on marketing to high school seniors, working adults going back to school, or potential graduate students, your approach needs to be targeted. Keep reading to learn how to make OOH work for your goals.

What is Out-of-Home Advertising?

Out-of-home advertising refers to any ad that appears in public, physical spaces. That includes billboards, bus shelter posters, subway screens, kiosks, wall wraps, campus signage, and screens in high-traffic venues. But what makes OOH stand out is its ability to stay visible without demanding attention. In a time where 31% of U.S. adults use ad blockers, OOH offers a reliable way to reach audiences without being filtered out or ignored.

However, that doesn’t mean that all OOH consists of static billboards or transit signage. OOH encompasses advertising on digital screens, which is known as digital out-of-home (DOOH) advertising. These formats add flexibility, letting you change messages based on location, time of day, or audience behavior. It’s still OOH, just with a bit more control.

Both traditional OOH and DOOH can also support longer-term strategies. When paired with evergreen content like SEO-optimized blogs and program pages, it reinforces awareness that builds over time. Someone might spot your message at a crosswalk or transit stop and remember it later when they’re ready to look up programs or start an application.

Do Outdoor Ads Work for Higher Education Marketing?

OOH ads can be surprisingly effective, but success depends on timing, audience behavior, and message relevance. With higher education, OOH can help you meet a range of goals, from early interest to enrollment reminders. In fact, a higher education marketing campaign led by Intersection Co. found that students who saw transit ads were 2x more likely to complete an online application compared to those who didn’t.

What makes OOH especially effective is its ability to align with day-to-day routines. If you understand where prospective students spend time, you can meet them there without fighting for attention against other schools through pay-per-click (PPC) ads.

How to Use OOH for Higher Education Advertising

Out-of-home advertising works best when it’s built around clear, specific choices. Your marketing team needs to know exactly who you’re trying to reach, where they spend their time, and what kind of message will resonate in that setting. Broad campaigns often get lost, but focused efforts are what lead to real engagement.

This kind of advertising connects because it fits into everyday environments. Instead of being disruptive like phone ads, the advertising feels like something they were meant to notice naturally. Take a look at the following four steps to get started on leading a successful college or university advertising campaign:

Step 1: Identify Your Target Audience

Before anything else, you need to be clear on your audience. The message that works for a 17-year-old finishing high school isn’t going to land with a 35-year-old looking to return for a certification. Different groups have different priorities, and they spend time in different places:

• Community colleges often aim to reach local families and recent high school graduates who are still figuring out their next step.
• Graduate programs may focus on professionals in fast-paced urban areas who are already working and looking to level up.
• Online programs tend to speak to busy adults balancing jobs, errands, and family life—people who need flexibility and clarity right away.

The better you understand who you’re talking to, the easier it becomes to know where that message belongs.

Step 2: Find Locations to Advertise

Where you place your ad matters almost as much (if not more) than what you put on your ad. The goal won’t be to blanket every street, but instead to focus where your message has the best chance of reaching future students or the people influencing their decisions.

Here’s how different locations help connect with the right audiences:

• Transit ads are a strong fit in cities with busy commuter traffic. They reach people during quiet stretches of their day—especially working adults or grad school candidates—when they’re more likely to consider big life decisions.
• Billboards near high schools or community colleges help keep your message front and center for students and their families. Placing them near school routes ensures visibility during critical decision-making windows.
• Posters or screens in grocery stores or shopping centers are great for reaching parents, who often play a big role in education choices. These spots are part of everyday errands, making them easy places for your message to be seen again and again.
• Recreation centers and movie theaters work well for connecting with younger audiences outside of school. The environment is casual, but still offers a solid moment to deliver your message.
• Digital screens near business hubs make sense for programs designed for working professionals. These placements can speak directly to those thinking about advancement or a career shift while already in that mindset.

Even smaller, local campaigns can be effective when they’re placed with intention. Reaching people where they already spend time makes a big difference. If you’re planning multiple placements, it’s also worth noting that some marketing agencies offer discounts for bundled OOH campaigns, which can help you do more with your budget.

Step 3: Strategically Design Your OOH Ads

Your audience might only glance at your ad for a few seconds, so your message needs to be clear right away. Keep these design tips in mind when you’re developing your OOH ads:

• Use bold, easy-to-read text.
• Stick to one clear message.
• Avoid long copy or complicated visuals.
• Make sure your call-to-action stands out (like “Apply by Aug 1” or “Scan to Learn More”).

There’s also more flexibility when you’re working with digital formats. If your campaign has multiple audiences or messages, digital formats allow for rotation, so you can tailor by time of day or location. You need a design that communicates fast and looks like it belongs to your school. 

If you’re stumped on ideas for creating a billboard ad, consider learning how to design a billboard ad in Photoshop. This will help you test out messaging, visuals, and layouts before moving into production, giving you more control over how your campaign comes to life.

Step 4: Measure the ROI of Your OOH University Advertising Campaigns 

Out-of-home advertising results aren’t measured the same way as a pay-per-click ad, but the impact is still trackable, particularly with DOOH ads. With the right tools and strategy, it’s also possible to calculate billboard return on investment (ROI), giving you a clearer picture of how your campaign is performing.

Here are a few ways to measure OOH success:

• Use QR codes or custom landing pages to see how many people respond directly.
• Check for spikes in web traffic, inquiries, or applications during your campaign run
• Review foot traffic data in ad locations to estimate visibility.
• Track location-based engagement, like mobile retargeting or ad impressions tied to device movement.
• Conduct brand recall surveys to get a sense of how well people remembered or responded to your message.

Top OOH College and University Advertising Campaigns

Out-of-home advertising isn’t new to higher education, but some schools have used it in sharper, more intentional ways, pairing strategic placement with messaging that speaks directly to their audience. These campaigns were built around timing, location, and relevance, making sure the right people saw the right message at the right moment.

Here are a few campaigns that Alluvit Media has launched for colleges nationwide.

Arizona College of Nursing

Knox College – Airport Ad Campaign

Los Angeles City College (LACC)

Albright College

Choose an OOH Team That Knows Higher Education Marketing

OOH ads can be a powerful addition to your campaigns, but only if they’re done with care. Understanding where to show up and how to speak to your audience takes experience.

At Alluvit Media, we’re trusted by some of the world’s leading brands, which is why colleges and universities across the country turn to us for their OOH advertising. Whether you’re planning a local billboard push or a multi-city campaign tied to your next enrollment cycle, we help shape the strategy and take care of every detail. Plus, every project includes in-house graphic design services at no extra cost to ensure your ads look exactly how you envision them.

If your higher education advertising campaigns need a stronger offline presence, request a custom proposal today!