Skip to content Skip to footer

The psychology in OOH: Why ‘priming’ works in OOH advertising

9 April 2025
2000347004 D48 Humberstone Road Nearside Leicester Leicester 7

Understanding priming in advertising

Priming is a fascinating way our brains help us process information, often without us even realising it. It’s when exposure to certain stimuli influences how we think and act. In advertising, priming helps make messages more memorable and persuasive by creating subconscious associations. Think about it: if you see a "Summer is coming" gym ad after a long day at work, doesn’t that make you just a little more motivated to hit the gym?

How does priming work?

Our brains love making connections between related ideas, often without us noticing.

For example, if you see "SO_P," your brain might fill in the blank as "soap" if you've just seen an ad about handwashing, or "soup" if you're near a restaurant.

In OOH (Out-of-Home) advertising, brands use this effect to their advantage by aligning messages with the environment and consumer mindset. The easier an ad is to process, the more likely we are to act on it.

A great example of priming in action is 'The Stroop Effect' - a psychological test where people take longer to name the colour of a word if the word itself spells a different colour (like the word “blue” written in red). This happens because our brains automatically prioritise word meaning over colour.

The Stroop effect visualised

For advertisers, aligning a message with its surroundings—such as a coffee ad during a morning commute—enhances its effectiveness by making it feel natural and effortless to process. Research from Science Direct highlights how contextual relevance significantly improves ad impact and effectiveness.

The science behind OOH priming

​Research by Wryobeck and Chen demonstrates that priming individuals with activity-related words can significantly influence their behaviour. In their study, participants who were exposed to words such as "fit," "active," and "athletic" were significantly more likely to take the stairs over the elevators.

In OOH advertising, placing ads in busy, high-traffic spots can help catch people at the right moment. By tapping into their surroundings, these ads have a better chance of grabbing attention and sparking interest in relevant products. This idea aligns with the principles explored in The Hidden Persuaders, which delves into how subtle cues influence consumer behaviour on a subconscious level.

Real-world examples of OOH priming in action

Mc Donalds sundial billboard

McDonald's sundial billboard

McDonald’s designed a sundial billboard that showcased different menu items throughout the day, aligning with mealtimes. The creative approach aimed to subtly keep McDonald's top of mind for passersby as they considered their next meal.

British airways interactive billboard

British Airways' interactive billboards

BA launched billboards that responded to actual flights overhead, displaying real-time flight details. This aimed to catch passerby’s attention and prime them to think about travel and plan their next holiday. The campaign was a huge success, earning the prestigious D&AD Yellow Pencil award for Integrated and Earned Media and Digital Design.

Gymbox advertising

Gymbox fitness and health triggers

Gymbox's “Wings at 2 AM, Legs at 10 AM” campaign, tapped into the different habits that shape our day and our shifting identities. This subtly reinforced the balance between fun and fitness, making gym membership feel like a natural part of consumers’ lifestyles. The goal was to tap into people's health identity via priming and remind them of the importance of maintaining their workout routine, no matter what else the day brings.

The power of digital OOH and social amplification

OOH advertising doesn’t just stop at the billboard, it carries over into the digital world. A study from Oceans Neuro-Insights team found that:

  • People primed by a digital OOH ad were 87% more likely to engage with the same brand online.
  • In Manchester, social media engagement increased 1.3x after people saw an OOH ad in real life.
  • Seeing an ad in both OOH and digital formats improves brand recall and perception.

In short, priming in OOH works because it seamlessly integrates into people’s daily lives and reinforces messaging across multiple platforms.

Why advertisers should leverage priming in OOH

Priming is a powerful tool in advertising, and OOH is one of the best ways to use it. By understanding what subtly influences consumer behaviour, brands can:

  • Boost ad recall and engagement.
  • Drive consumer action by placing ads in contextually relevant locations.
  • Amplify campaigns by combining OOH with digital and social media.

Next time you walk past an ad and suddenly crave a burger, start planning a trip, or feel the urge to sign up for the gym - you just might have been primed!


Sources: