Out-of-home (OOH) advertising, particularly billboards, plays a significant role in shaping consumer behavior for individuals intending to buy a car. Unlike some ads you can scroll past or skip, billboards catch your attention during daily drives and stick in your memory. In fact, according to OAAA, 71% of U.S. drivers regularly notice billboards, and 26% say they’ve visited a business after seeing one. For prospective car buyers, this type of constant exposure can create strong brand recall and influence dealership visits.
One of the biggest advantages of how billboards impact car buyers is timing. People see them while driving—the exact moment when cars are top-of-mind. On average, car buyers consider about 3 to 4 brands before making a final decision, so staying visible is key. Plus, 66% of people take some action after seeing an OOH ad, like looking up a dealership online or visiting in person. That kind of immediate response shows how billboards can guide buyers from awareness to action.
Out-of-home advertising can improve consumer perceptions of brand quality and reliability. Studies show that OOH can boost brand recall by up to 47% compared to digital-only ads. When someone is making a big purchase like a car, seeing a trusted brand over and over can reduce hesitation and increase the likelihood of a visit or purchase.
In conclusion, billboards actively influence people’s car-buying decisions. Understanding how billboards impact car buyers show that by keeping brands visible, memorable and credible, billboards help guide buyers from noticing a brand to actually visiting a dealership. They remain one of the most effective tools in the automotive marketing toolbox.
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Sources: Outdoor Advertising Association of America [OAAA], 2023 | Nielsen, 2017 | Clear Channel / Kantar 2025
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