Does advertising in urban space really work?

DOES URBAN ADVERTISING WORK?

Advertising in urban space remains one of the most important touchpoints between a brand and its audience. As the latest research shows, as many as 35% of Poles frequently notice advertisements in the city — and among young residents of large cities, this figure is even higher. Yet visibility alone is no longer enough.

Which formats are the most memorable? What builds brand prestige in urban space? What kinds of ads do people want to photograph and share? How are the roles of DOOH, murals and technology evolving? What really works for Gen Z? These questions and more are answered in the "Advertising in Urban Space" report.

The report was prepared by Good Looking Studio in collaboration with IQS and is based on a survey of a representative group of Polish residents.

Advertising in urban space: from exposure to experience

In 2026, advertising in urban space is no longer solely a reach medium. What matters increasingly is not whether a message is visible, but whether it can hold attention and evoke emotion. In an environment overloaded with stimuli, the forms of urban advertising that win are those offering something beyond standard exposure. Experience becomes paramount — the moment when the viewer not only sees the ad, but interacts with it, stops in their tracks, or responds emotionally. This is precisely why formats such as DOOH (Digital Out of Home), advertising murals and non-standard installations are growing in significance. Outdoor advertising increasingly functions as an element of the urban landscape and experience, rather than merely a communication surface.

Advertising murals, motion and digital murals as the new standards of outdoor

Advertising murals have long been among the highest-rated formats in urban advertising. Their advantage lies in their natural integration into the city's fabric and their ability to build positive brand associations. In recent years, however, a clear evolution of the format has been taking place. Solutions combining art with technology — such as motion murals and digital murals — are playing an ever-greater role. Through the use of projection, light or digital screens, murals are no longer static: they begin to change over time and capture attention in entirely new ways. Combined with DOOH, they create a new category of outdoor advertising that stands out in urban space, enhances message memorability and generates a sense of surprise and engagement.

Outdoor and social media: the new role of urban advertising

One of the most significant shifts in outdoor advertising is its crossover into the digital and social media world. Urban advertising no longer ends with exposure — its life often begins only when it is photographed or filmed. This means outdoor campaigns are now designed with their "second life" online in mind. Aesthetics, creativity and the element of surprise are becoming crucial not only for reception in urban space, but also for viral potential. Advertising murals, DOOH and non-standard installations fit this model particularly well, as their format makes them highly shareable and comment-worthy, significantly extending a campaign's reach beyond its physical location. As a result, urban advertising is no longer purely an offline medium — it is becoming part of a brand's content strategy, bridging physical space with digital and social media.