The Power of Recognisable Faces in OOH Advertising

In the fast-paced world of advertising, brands are constantly seeking innovative ways to engage audiences and reinforce brand recognition. One effective technique in Out-of-Home (OOH) advertising is the use of familiar faces. Whether it’s a celebrity, influencers, or cultural icons, leveraging familiarity in advertising taps into powerful neurological responses that enhance memory retention and engagement.

Why Familiar Faces Work

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‍1. Capturing Attention

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Neuroscience research indicates that the human brain is naturally hardwired to recognise faces quickly and instinctively, with familiar faces attracting attention faster than any other visual stimulus. This makes them a compelling asset in OOH advertising. A study published in the Journal of Neuroscience found that the brain processes familiar faces in as little as 170 milliseconds, significantly faster than unfamiliar ones. This means that campaigns featuring well-known faces not only stand out in high-traffic locations but also create an immediate visual impact, ensuring greater audience engagement.

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2. Strengthening Emotional Connections 

Recognisable faces evoke emotions of trust, admiration and nostalgia. When audiences see a familiar personality in an OOH campaign, they are more likely to associate the brand with credibility and authenticity. By leveraging this connection, brands can enhance affinity and foster stronger consumer relationships. Studies have shown that ads with familiar faces increase consumer trust by up to 30% and improve brand affinity.

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3. Boosting Brand Recall and Recognition

Repeated exposure to familiar faces in OOH advertising significantly improves memory retention. A well-placed campaign featuring a recognisable personality reinforces brand recall, ensuring consumers think of the brand when making purchasing decisions. A Nielsen study revealed that using celebrities or known figures in ads improves brand recall by 40%.

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Real-World Impact: BackLite Media’s Success in Human-Centric OOH

BackLite Media are proud to present Carrera’s latest collaboration with DJ Kaboo - a prime example of the power of familiar faces in OOH advertising. Set against Dubai’s breathtaking skyline on Sheikh Zayed Road, this campaign was a cultural statement. Featuring DJ Kaboo, the first Arab DJ to be showcased on such a high-profile OOH platform, this initiative highlighted the effectiveness of human-centric storytelling in advertising.

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​​As the industry continues to evolve and push the boundaries of what is possible in OOH advertising, one thing is certain – billboards are no longer just about visibility; they are about engagement, relatability, and cultural resonance. Carrera’s DJ-driven campaign is a bold statement on the future of advertising in the modern cityscape, reaching an impressive 48+ million impressions. 

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Similarly, the Louis Vuitton featuring Zendaya on our Triple Crown display exemplifies the power of celebrity-driven OOH advertising. As one of the most recognised global icons, Zendaya’s presence on large-scale billboards not only reinforced the brand’s luxury appeal but also captivated audiences through the power of familiarity and aspiration. This campaign further illustrates how leveraging a well-known personality in a premium OOH placement can drive engagement, strengthen brand identity, and enhance consumer recall.

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Best Practices for Using Familiar Faces in OOH Advertising

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1. Selecting the Right Personality 

• Select individuals who align with the brand’s identity and values
• Consider public figures that evoke trust and authenticity within the target audience

2. Leverage Eye Contact for Engagement

• Ads featuring direct eye contact create a stronger personal connection and increase engagement.
• OOH campaigns with a strong visual presence and human interaction reinforce recall and impact.

3. Use Dynamic and Contextual Placements

• High-traffic locations such as Sheikh Zayed Road in Dubai ensure repeated exposure.
• Contextual placements, such as featuring a fitness icon near a gym or sports venue, enhance relevance.

‍4. Incorporate Motion in Digital OOH (DOOH)

• Digital billboards featuring micro-expressions, such as a smile or a wink, can increase consumer engagement by 15%.

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The Future of OOH: A Platform for Engagement and Cultural Relevance

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At BackLite Media, we are committed to pushing the boundaries of OOH advertising by leveraging human connection to create powerful, engaging campaigns. Familiar faces in OOH not only captivate attention but also reinforce trust, increase brand recall, and foster deeper audience engagement.

As the industry evolves, the integration of well-known personalities in OOH campaigns will continue to be a driving force in effective brand storytelling. By focusing on authenticity, cultural relevance, and strategic placement, brands can harness the full potential of OOH advertising to leave a lasting impact.