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.

What really works today?

Outdoor advertising is no longer a battle for space. Today, it is a battle for attention and experience. The report reveals a clear trend: audiences understand modernity differently than they did just a few years ago. It is no longer just about the format itself, but about how it transforms the space and engages the audience.

Modernity = technology + experience

Formats such as DOOH, digital murals, and motion murals are now perceived as the most modern. Dynamic content, movement, and light capture attention more quickly than static advertising. At the same time, younger generations expect more. Creative murals are becoming increasingly important — especially those that combine different elements: space, installation, and technology. That is why creative solutions in urban spaces are gaining momentum: 3D murals, LED murals, interactive murals, UV murals… These are the formats that build a brand’s image today as modern and premium.

Traditional formats are losing ground if they fail to evolve.

Billboards and mesh banners are not disappearing from cities, but they are increasingly perceived as background noise. Their effectiveness grows only when they are enhanced with an unconventional form. For brands, the message is clear: standard solutions are no longer enough. It is the format and the idea behind it that determine whether an advertisement gets noticed.

Attention follows different rules depending on the audience.

Younger generations are more likely to notice advertising, but they also filter it out more quickly. For them, the format is crucial — it determines whether the message is remembered. Older audiences are more likely to respond to an element of surprise. This shows that effective advertising in urban spaces must be designed with a specific target audience in mind.

Advertising that goes beyond the physical space

Today, outdoor advertising does not end on the street. What increasingly matters is whether an advertisement continues to live on in social media. Formats such as advertising murals, motion murals, and 3D-effect installations have the greatest potential to be photographed and shared. This changes the way they need to be designed. An advertisement must look good not only on the wall, but also in the frame.

Key takeaways for the future?

Painting murals is now one of the most effective directions in urban advertising. Advertising murals combine aesthetics, attention, and positive reception, while the combination of art and technology (digital mural, motion mural, DOOH) enhances the perception of modernity. Engaging and visually striking formats increase the likelihood of being shared. Creative form matters more than the medium itself.

Advertising in urban spaces is no longer just a message. It is an experience that needs to be designed. And it is this experience that determines whether a brand gets noticed — and remembered.