Surprisingly, OOH Is a Young Person’s Medium At BrandMapp, we use one primary measure to assess outdoor effectiveness: “In the past few weeks, which of these outdoor media have carried an advert that caught your eye?” Not whether you drove past it. Not whether it was visible. But whether it actually registered. The result is clear… and slightly surprising. Across shopping malls, digital highway billboards and traditional billboards, noticeability consistently skews younger. 26% of Gen Z notice mall advertising vs 12% of the Silent Generation. 15% of Gen Z notice digital highway billboards vs 6–7% of older cohorts. 28% of Gen Z notice traditional highway billboards vs 11% of the Silent Generation. Then look at “None of the above” - the slope reverses sharply, rising from 30% among Gen Z to 61% among the Silent Generation. Younger generations are significantly more likely to perceive OOH as effective. That’s strategically valuable because once you know who is noticing, you can plan formats, creative and placement with intent. And where this really becomes powerful is when you layer in life stage, income, brand loyalty and behavioural context. But that’s the next conversation.