Out-of-Home Ads Are Helping Colleges Win Over Gen Z and Their Families
As enrollment pressures mount, colleges and universities are turning to a classic channel with a modern edge: out-of-home (OOH) advertising. Once a tool of fast food chains and car dealerships, OOH has surged into the academic spotlight, now ranking sixth overall in total OOH spend by product category—right behind consumer banking.
The reason? Real-world impact.
According to new research from the Out of Home Advertising Association of America (OAAA) and The Harris Poll, higher education institutions are finding measurable success with OOH campaigns, especially among Gen Z, Millennials, and multicultural urban audiences.
Not Just Seen—Acted Upon
More than half of U.S. adults say they’ve recently noticed an OOH ad for a college or university. Among Gen Z and city dwellers, that figure jumps to over 80%. Even more telling: seven in ten of those who saw an ad took action.
Those actions include:
- Looking up the school online
- Visiting the institution’s website
- Talking about it with friends or family
Boomers led the charge on word-of-mouth, an often-overlooked yet influential factor in the college decision-making process, especially for families navigating admissions together.
Gen Z, Urban, and Multicultural Consumers Are Paying Attention
OOH is resonating particularly well with:
- Gen Z and Millennials
- Urban audiences
- Black and Hispanic consumers
- Parents and guardians
In an age of digital fatigue and algorithmic overload, the physical presence of OOH media—on buses, billboards, and subways—offers a refreshing and trusted signal amid the noise.
Top OOH Spending Categories in 2024
- Legal Services
- Hospitals & Clinics
- Quick Service Restaurants
- Hotels & Resorts
- Consumer Banking
- Colleges & Universities (Yes, really)
Colleges’ inclusion among these categories reflects not just brand-building, but direct competition for attention—and tuition dollars.
Affordability and Career Paths Are Leading Messages
As the higher education landscape evolves post-COVID, so do student expectations. The messages that resonate today?
- Affordability (especially with Hispanic and middle-income families)
- Online degrees and certificate options
- Career services and job placement
- Specific academic programs
OOH offers colleges the ability to localize these messages—placing them where they’ll be seen by the most relevant audience, from transit hubs to downtown billboards.
Facing the Enrollment Cliff, Schools Get Creative
Demographic shifts loom large. A long-anticipated “enrollment cliff,” driven by declining birth rates post-2008 recession, is now materializing. Beginning in 2025, the number of college-aged students is expected to shrink—sharply in some regions like the Midwest and Northeast.
Meanwhile, the South is seeing growth in high school grads, creating a geographic rebalancing of opportunity.
Despite these challenges, there are signs of optimism:
- Total postsecondary enrollment rose 3.2% from Spring 2024 to Spring 2025
- Community colleges and certificate programs are seeing strong demand
- Enrollment is up among Black, multiracial, and nontraditional students
The ROI of Relevance
Colleges are adjusting. Many are investing in data-driven, personalized marketing and expanding online or hybrid options. But getting on the radar of today’s prospective students requires more than a shiny website or social media feed.
That’s where OOH steps in.
From QR codes on commuter ads to storytelling on digital billboards, OOH blends branding with action. It’s trackable, local, and increasingly smart—helping institutions meet students where they are, both physically and emotionally.
As skepticism around tuition value grows, especially amid FAFSA delays and rising costs, the ability to communicate trust, outcomes, and affordability in a compelling, low-friction format may be the differentiator colleges need.
—
Bottom Line
Out-of-home advertising isn’t just alive—it’s thriving. And in the battle for enrollment, it’s proving to be an unlikely but powerful ally for colleges that want to stand out, stay relevant, and connect with the next generation of learners.
