Advertising in Public Spaces – Good Looking Studio x IQS Report

A billboard used to be enough. Today, it takes much more. This is one of the key conclusions drawn from the urban advertising report prepared by Good Looking Studio in collaboration with IQS. The outdoor advertising market is evolving just as rapidly as online trends. Can the industry keep up? Where is urban advertising heading? What do pedestrians expect from public spaces? We answer these questions in this article. Marketers, take note — this is essential reading.

This is not just another publication about reach or the number of advertising formats. It offers a strategic perspective on what truly captures attention today, builds memorability, and translates into campaign effectiveness.

The data leaves no room for doubt. More than one-third of Poles say they often notice advertising in urban spaces. Among younger residents of large cities, this percentage is even higher. At the same time, simply making a message visible is no longer enough.

What matters is what happens a second later.

Will the audience simply walk past it, or will they stop, take a photo, and give the advertisement a new digital life? The answer will depend not only on the message itself, but also on its form.

What should outdoor advertising look like in 2026 to capture the audience’s attention? The answers can be found in the GLS report. Click here and DOWNLOAD THE FULL REPORT.

Key findings from the report

  • Murals as the most“human” format

    For the past eight years, murals have remained the highest-rated urban advertising format and the one that audiences are most willing to see in their surroundings. Why? They are perceived as less intrusive, more aesthetically pleasing, and more likely to evoke positive emotions—from curiosity to admiration.

  • Technology is redefiningoutdoor advertising

    The most distinctive advertising formats today are those that combine physical space with digital technology—such as motion murals, digital murals, and large-format DOOH. These are the formats that create the “wow” effect and are perceived as the most modern. Choosing this type of advertising is a strong direction for brands looking to build a prestigious, premium image.

  • Gen Z is changingthe rules of the game

    Younger audiences not only notice advertising more often, but also actively engage with it by taking photos, recording videos, and sharing them. In large cities, more than one-third of them already do so.

  • Outdoorbecomes content

    Outdoor advertising has long since evolved beyond the physical world. Today, the most effective campaigns are those that perform both in urban spaces and across social media. An advertisement must look great not only in real life, but also on a smartphone screen. Sometimes, a single social media post is enough to turn a local outdoor campaign into a nationwide talking point. Want to learn more?

Experts point to a new direction

Simply delivering a message—even the most relevant one—is no longer enough. In today’s information-saturated world, it is not enough to capture the audience’s attention. Brands need to draw people into a micro-world they have created and give them a reason to stay engaged for as long as possible.

“Traditional outdoor advertising no longer ends on the street—it continues on people’s smartphones. Our research clearly shows that advertising in urban spaces has become a fully-fledged form of social media content. When a format such as a mural or a digital screen creates a sense of surprise, it gains a second life online at no additional cost. Audiences, especially the youngest members of Gen Z, no longer want to simply look at a message. They want to photograph it and share it—provided the creative execution is compelling enough,” says Przemysław Kuraczyk, researcher at IQS.

Where is competitive advantage created today?

What was considered unconventional just a few years ago is quickly becoming the new standard. Motion murals, digital murals, and 3D installations not only capture attention but also significantly enhance a brand’s prestige.

It is also becoming increasingly clear that the line between outdoor advertising and digital is disappearing.

“It is becoming increasingly clear that the success of an urban advertising campaign depends not only on whether it gets noticed, but also on whether it is designed to engage the audience and encourage interaction. The format is no longer just a medium for delivering a message—it has become an experience that genuinely builds brand recall and creates value for the brand,” notes Anna Koj, Marketing Director at Good Looking Studio.

This is a fundamental shift. Advertising no longer ends with exposure—its true reach begins when someone takes a photo of it and shares it with others.

Recommendations for 2026

Based on the report, several key recommendations emerge for brands planning urban advertising campaigns.

1. Design for attention, not just visibility
Being seen is no longer enough. What matters is capturing attention and driving engagement. When planning a campaign, think about how your audience can become an integral part of the experience.

2. Invest in immersive formats
Murals, motion murals, digital murals, and DOOH are among today’s most effective advertising formats—ones that are difficult for people to ignore.

3. Think social-first
Design your advertising to stand out not only in the real world but also in photos and videos. Consider what is likely to resonate on Instagram or TikTok first, and then ensure it also looks compelling on LinkedIn.

4. Leverage the element of surprise
You only get one chance to make a first impression. Make it memorable—not just through your message, but through the way you deliver it.

5. Integrate offline with online
The most effective campaigns are those that seamlessly connect urban spaces with digital channels and social media activation.

What’s next?

Urban advertising is not disappearing—quite the opposite. It is becoming more important than ever, but only if it keeps pace with changing audience expectations. Today, success belongs not to the brands that are the most visible, but to those that are the most compelling.

Urban advertising works

We’ve done the research. Discover which advertising formats truly deliver results—and how to plan more effective campaigns in 2026. Download the report for exclusive data, insights, and practical recommendations for marketers.

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