From coffee-scented bus stops to talking billboards, out-of-home (OOH) advertising is shifting into a more complete sensory experience.
OOH is no longer limited to what people see. Brands are increasingly layering in sound, scent, and interactive elements to catch attention and hold it. Excite OOH notes that multisensory campaigns tend to drive stronger engagement, longer dwell times, and more social sharing than standard displays.
The Rise of Sensory Advertising
From London bus shelters that release the aroma of fresh coffee to audio-enabled posters that speak to pedestrians, multisensory OOH is turning everyday streets into more immersive brand moments. Add-ons like interactive touchpoints, AR overlays, and even haptic feedback give people a way to physically interact with the message—making the experience more memorable (and harder to ignore, in the best way).
Ward points to several examples that show how this plays out in the real world:
- Scented Bus Shelters – Starbucks, London: Coffee aromas were released during morning rush hours, increasing dwell time by 25% and driving foot traffic to nearby stores.
- Talking Billboards – Nike, New York: Audio storytelling on billboards engaged pedestrians with dynamic voiceovers synchronized to digital visuals, generating over 1.2M social media impressions.
- Interactive Posters – Absolut Vodka, Stockholm: Touch-sensitive posters allowed passersby to mix virtual cocktails on the screen, resulting in a 40% increase in brand recall among participants.
- AR-Enhanced Street Panels – Disney, Paris: Characters from a major release appeared in 3D via AR, prompting selfies and shares, significantly amplifying organic reach.
Why Multisensory Works
Multisensory campaigns perform well because they create a richer signal in a noisy environment.
- Enhanced Recall: Using multiple senses tends to improve memory retention of brand messages.
- Emotional Connection: Scent, sound, and interactivity can trigger feelings in ways visuals alone often don’t.
- Viral Potential: Novel experiences invite photos, videos, and sharing—extending impact beyond the physical placement.
- Measurable Engagement: Sensors and analytics can track interactions and support real-time optimization.
“Brands that tap into all five senses can create experiences that stick. Scent, sound, and interactive elements elevate outdoor campaigns from being seen to being felt and remembered. When done thoughtfully, these campaigns increase both foot traffic and social engagement. We’ve observed that multisensory activations often generate 3–4x more audience interaction compared with standard digital or static boards. The key is seamless integration: the sensory elements should enhance the storytelling rather than distract from the core message,” says Advertising Expert Elliot Ward from Excite OOH.
The Future of OOH
As cities become canvases for multisensory storytelling, marketers are finding that the most effective outdoor campaigns are the ones that engage more than sight alone. With the right mix of technology and creativity, OOH can create experiences people can hear, sense, interact with—and actually remember later, which is still a pretty underrated KPI.
About Elliot Ward
Elliot Ward is the Founder and Managing Director of Excite OOH, an outdoor advertising specialist. With deep experience in OOH media planning, buying and creative strategy, he leads campaigns that deliver high‑impact audience reach and measurable results.
About Excite OOH
Excite OOH is an independent out‑of‑home media agency specialising in strategic outdoor advertising, programmatic DOOH, creative media and global campaign planning. The company uses data‑driven insights and innovative technology to help brands connect with audiences across the UK and international markets.
