Do Gen Z and Boomers Notice Billboards Differently?

Recall, Trust, Engagement... Oh My!

It’s easy to imagine that everyone sees billboard advertising the same way. After all, a big, bold sign on the side of the highway or a bright digital screen in Times Square is hard to miss. However, the truth is that not all eyes—and minds—absorb billboard messages in the same way. Different generations perceive, remember, and trust billboard ads differently.

That reality matters more than ever for brands investing in OOH campaigns. As marketers plan creative and media buys, understanding how Gen Z, Millennials, Gen X, and Boomers interact with billboards can transform the success of an ad. This post dives deep into what research and industry insights reveal about generational differences in OOH recall, trust, and engagement, and how advertisers can use that knowledge to craft more innovative campaigns.

Why Generational Differences Matter in OOH

Generational marketing has become a staple of advertising strategies. It’s the idea that people born during different eras share specific formative experiences and cultural touchstones that shape how they view the world, including how they respond to ads.

A Boomer might remember billboards as the pinnacle of pop culture influence in the 1960s and 1970s. Gen Z, meanwhile, has grown up in a digital-first world, exposed to social media ads and personalized online experiences. These different upbringings create unique expectations for how advertising should look, feel, and behave.

Understanding generational differences in OOH isn’t just about creative style—it impacts measurable business outcomes. If one generation notices billboards more, recalls them better, or is more likely to act on them, brands can allocate budgets and creative resources accordingly.

How Gen Z Views Billboards

Gen Z, roughly born between 1997 and 2012, is the first fully digital-native generation. Many brands assume this means they ignore traditional media entirely. Yet several studies show that’s far from the truth.

A 2022 study by the Out of Home Advertising Association of America (OAAA) found that 55% of Gen Zers say they notice OOH ads more now than they did pre-pandemic. This is partly because they’re out and about again after lockdowns, eager for shared experiences.

But how they “notice” billboards differs from older generations. Gen Z is highly visual and drawn to novelty. Flashy colors, humor, or memes grab their attention. They also prefer billboards that tie into digital experiences—QR codes, social media hashtags, or AR integrations.

Another key insight is Gen Z’s desire for authenticity. A static billboard screaming a generic sales message may fail to connect. Instead, Gen Z likes ads that feel personal, speak to causes they care about, or tap into cultural moments.

Gen Z also contributes to the viral nature of OOH. They’re much more likely to photograph a clever billboard and share it on TikTok or Instagram. For them, a billboard can be content worth posting.

Gen Z’s Recall and Trust

While Gen Z notices billboards, how well do they remember them? Studies suggest OOH performs surprisingly well in their memory banks. Clear Channel Outdoor’s 2023 research showed that Gen Z’s unaided recall for digital billboards was nearly 45%, outperforming several online display formats.

This might be because OOH provides a break from screen fatigue. Gen Z’s online world is cluttered with ads they scroll past in seconds. A physical billboard, by contrast, can stand out simply by existing in the “real” world.

However, trust is nuanced. Gen Z tends to be skeptical of traditional advertising. If a billboard feels fake, corporate, or tone-deaf, they’ll tune it out. But if it’s clever, funny, or values-driven, trust increases. Gen Z’s trust is earned through creativity and authenticity.

How Boomers View Billboards

Baby Boomers, born between 1946 and 1964, grew up with billboards as a core part of everyday life. In the pre-digital era, OOH advertising was one of the most dominant forms of mass communication. Road trips, commutes, and city life were filled with signs touting Coca-Cola, Marlboro, or the latest Hollywood hit.

Today, Boomers continue to notice billboards, though the context has shifted. Many Boomers are retired or semi-retired, which can change their travel patterns and exposure to OOH. However, research indicates that Boomers are still highly engaged with OOH media, particularly during leisure activities like shopping, dining, or traveling.

Boomers are also more likely to pay attention to traditional billboards than digital screens. Static displays with clear, large fonts and simple messaging often resonate best.

Boomers’ Recall and Trust

When it comes to recall, Boomers perform well. Nielsen’s 2021 OOH report noted that Boomers had one of the highest recall rates across all generations, often exceeding 60% for traditional OOH formats. Their longer attention spans and familiarity with billboard advertising contribute to this result.

Trust levels are also high. Many Boomers view billboards as credible sources of information, perhaps because they associate them with established brands. A 2020 Harris Poll found that 59% of Boomers said they trust OOH advertising, compared to lower rates among younger groups.

However, Boomers prefer straightforward communication. They’re less interested in clever memes or digital integrations. They want clear value propositions, easy-to-read designs, and messaging that feels familiar.

Comparing Engagement Across Generations

So how do these differences translate into engagement? The key lies in how each generation defines engagement. For Boomers, engagement often means recalling the brand and potentially visiting a store. For Gen Z, engagement could be snapping a photo of a witty billboard and sharing it on Instagram.

An OAAA study revealed that Gen Z and Millennials are more likely than Boomers to engage digitally with OOH ads, such as scanning QR codes, searching hashtags, or visiting branded websites. Boomers, while attentive, are less inclined to use digital calls-to-action.

This means advertisers must align their creative goals with the generational audience they hope to reach. A digital billboard that changes dynamically might be perfect for a Gen Z audience near a college campus. A traditional billboard with a strong, simple message might be ideal for Boomers driving along a suburban highway.

What Creative Elements Work Best for Gen Z

To capture Gen Z’s attention, OOH creatives should:

• Use bright colors and high-contrast visuals
• Incorporate humor or culturally relevant references
• Integrate digital experiences, like AR or social media tie-ins
• Highlight social causes or values
• Keep text minimal—fast reads are essential

QR codes are a great example. When used creatively, they become an invitation to deeper interaction. For example, some fashion brands have placed QR codes on billboards that unlock virtual try-ons or exclusive drops. These experiences feel tailor-made for Gen Z’s desire for novelty and digital connection.

What Creative Elements Work Best for Boomers

For Boomers, effective billboards often feature:

• Simple, uncluttered designs
• Large, readable fonts
• Clear value propositions
• Familiar brand logos
• Straightforward calls-to-action, like phone numbers or store visits

Boomers appreciate clarity. While dynamic visuals can be eye-catching, they shouldn’t be confusing or overloaded with information. A timeless approach often works best.

Mixed-Audience Challenges

Many OOH campaigns target broad demographics. Highways, urban corridors, and major intersections often have audiences spanning all age groups. That poses a creative challenge: how do you speak to Gen Z and Boomers at once?

Brands facing this challenge often:

• Keep visuals bold and high-contrast for universal readability
• Use concise, clear messaging that’s easily understood
• Include optional digital extensions (e.g., QR codes) without making them the focal point
• Avoid slang or references that might alienate older viewers

A campaign for a national grocery chain, for example, might highlight fresh produce imagery (visually appealing to all ages) paired with a simple tagline. A discreet QR code can offer discounts to those who wish to engage digitally.

Why OOH Still Matters Across Generations

Despite generational differences, OOH remains uniquely powerful. It’s one of the few ad mediums guaranteed to reach people outside the digital noise. Whether they’re Boomers or Gen Z, people inevitably encounter billboards while driving, commuting, shopping, or socializing.

Moreover, OOH ads can’t be skipped, blocked, or ignored in the same way online ads can. A billboard stands firm, delivering its message 24/7. In an age of fragmented media consumption, that’s a major advantage.

OOH’s effectiveness also pairs well with other channels. For example, research from Posterscope shows that OOH can boost mobile search activity by up to 54% when used alongside digital campaigns. This cross-channel synergy helps brands bridge generational gaps.

Examples of Generationally Targeted OOH

Several brands have leaned into generational targeting for OOH:

• Spotify: Their billboards often use humor and pop culture references tailored for younger audiences. A recent campaign in Los Angeles referenced viral memes, driving massive social shares among Gen Z.
• AARP: They’ve run OOH ads focused on retirement savings and health tips, using simple visuals and large fonts appealing to Boomers.
• Nike: Their OOH often blends powerful visuals with calls to social action, resonating with younger consumers who value purpose-driven brands.
• Pharmaceutical brands: Often create traditional billboards highlighting simple, benefit-focused messaging ideal for older audiences.

These examples show how brands adjust not just visuals, but tone, messaging, and calls-to-action to connect with each generation.

The Future: Personalization in OOH

As technology advances, we’re entering an era where OOH can be more personalized. Digital billboards with programmatic capabilities already allow brands to change creative based on time of day, weather, or even traffic levels. In the future, OOH could adjust creatives in real time based on audience demographics detected through anonymous data sources.

Imagine a digital billboard outside a sports stadium showing content tailored to younger fans during an esports event and shifting to a different ad for older attendees during a classic rock concert. These innovations could help bridge generational gaps and maximize ad relevance.

However, this future comes with privacy considerations. Younger generations may accept personalized experiences but also demand transparency about data use. Boomers may be more cautious or suspicious of digital tracking. Advertisers will need to balance innovation with ethical practices.

Key Takeaways for Marketers

• Gen Z is visually driven, tech-savvy, and seeks authenticity. Humor, digital tie-ins, and values-based messaging work well for them.
• Boomers value simplicity, clarity, and familiar brand presence. Traditional billboards with easy-to-read designs are highly effective.
• OOH remains a high-trust medium across generations. Even digital natives notice and remember billboards in ways online ads often can’t replicate.
• Mixed audiences require universal design principles. Simple visuals, concise copy, and optional digital engagement provide balance.
• The future is dynamic and potentially personalized. Digital OOH provides new ways to tailor messages while maintaining privacy.

Ultimately, billboards may be one of the few advertising formats with the power to connect generations. Whether you’re aiming for viral TikTok buzz or solid brand recall among Boomers, OOH can deliver—if you know how each generation sees the world.

For advertisers, the goal is clear: respect generational differences, craft creative that resonates, and harness OOH’s unique strength as a shared public stage.

https://www.whistlerbillboards.com/marketing/ooh-and-generational-marketing/?feed_id=422&_unique_id=68652ef6c814b