Billboards aren’t just for cars and cola anymore.
These giant roadside posterboards have found a new place among podcasters looking to get in front of people IRL.
Podcast advertising is moving beyond screens and apps to subways, elevators, and even taxi cabs. It’s all a part of a push toward out-of-home (OOH) advertising – ads that meet your audience where they already are — on their commute, waiting in line, or stuck in traffic.
Unlike a digital ad that can be skipped, scrolled past, or muted, a billboard or poster is hard to ignore. Plus, it’s not just about grabbing attention — it’s about building lasting familiarity. When people see your podcast name enough times on the tube, curiosity turns into downloads.
Continue reading to learn what OOH podcast promotion involves, why it works, some tactics to consider, and examples of podcasts doing it right.
What is OOH podcast promotion?
OOH (out-of-home) podcast promotion is any marketing/advertising that happens in the physical world — outside of phones, apps, and feeds. Think billboards, transit ads, digital displays in elevators or malls — any public-facing placement that puts your podcast in front of people as they move through their day.
It’s not about targeting listeners where they listen, but where they live. Whether someone’s on their commute or waiting in line for coffee, OOH promotion creates repeated exposure and builds familiarity — especially in high-traffic areas.
Why are brands and creators turning to OOH podcast promo?
As competition for attention intensifies across digital channels, more creators and brands are expanding their strategy into the physical world. OOH advertising is making a comeback, not just for traditional media, but for podcasters looking to drive real growth.
Here are a few reasons why the shift is happening:
1. It’s high-impact and hard to ignore
OOH advertising reaches people where they can’t scroll past it. Whether it’s a billboard, subway screen, or elevator display, these placements are seen — and remembered. In fact, 88% of U.S. adults report noticing OOH ads, according to Broadsign. For podcasters trying to stand out in a saturated market, that kind of reach is hard to beat.
2. It drives real engagement
OOH doesn’t just get seen — it prompts action. A study from the OAAA found that 78% of adults who noticed an OOH ad also engaged with it in some way, often through their smartphones. For podcasters, this might mean looking up the show or scanning a QR code that brings them to popular listening apps.
3. It builds credibility and brand presence
OOH placements carry weight. Seeing a podcast promoted in public — on a billboard, bus stop, or in an airport — signals legitimacy and scale. It’s a branding play as much as a marketing one. For both creators and brands, OOH helps position the podcast as something worth paying attention to — not just another show in a sea of thumbnails.
Where OOH podcast promotion can live
Here are a few common places for OOH podcast promotion. When it comes to choosing the right locations for your show, consider your topics, guests, and brands. Don’t be afraid to experiment with multiple creatives, copy, and CTAs across a handful of locations to see what performs best.
Elevator ads
Elevators might seem small, but they’re surprisingly powerful places for podcast ads. A well-designed poster with striking visuals and a simple message can cut through the monotony and make an impression. The key is clarity—since elevator rides are brief, your ad needs to communicate your podcast’s value quickly and effectively – much like, you know, an elevator pitch.
Plus, elevator ads create repeated exposure. If someone rides the same elevator every day, your podcast name sticks in their mind over time. This repetition builds familiarity, making it more likely they’ll check it out when they finally have a moment to listen.
Transit stops
Bus or subway stops are natural gathering points with plenty of foot traffic and waiting time, giving your podcast ad a captive audience. The numbers back this up, with 48% of podcast listeners tuning in on their commute,
What makes transit stop ads especially effective is the frequency? Regular riders pass the same ad daily. Over weeks, this can significantly increase brand recognition and make listeners more likely to hit play during their commute.
Taxi and Uber ads
Going back to commuters, ads inside taxis and Ubers are a great way to reach listeners looking to pass the time during trips. These ads are typically placed on the back of seats or screens.
What’s great about this format is the one-on-one setting. Unlike billboard ads competing with street noise, taxi ads benefit from proximity. Plus, riders often have their headphones ready, making it easier to translate interest into immediate listens once the ride ends.
Conferences and events
Industry conferences and events offer a unique chance to connect directly with your ideal listeners. Whether you’re presenting, sponsoring, or just attending, incorporating your podcast into event materials — like coasters, posters, or swag — creates natural touchpoints for discovery. People at events are already engaged in your topic, making them more receptive to related content like your podcast.
Posters and billboards around cities
These are likely what your mind goes to when you think of OOH ads – eye-catching, guerrilla-style posters plastered in cities. They thrive on visual punch, making them perfect for shows with bold personalities. When done right, these posters generate buzz and organic word-of-mouth as people snap photos and share on social media.
While your placement will depend on your show's topic, these placements typically work well in busy or creative districts where people expect something fresh and different. The physical presence of these posters makes your podcast part of the local culture, which can be a powerful connection for community-focused shows.
Best practices for advertising your podcast OOH
A subway ad or billboard might grab attention, but your goal is more than just impressions. You want listeners. Here's how to set up your out-of-home campaign for success.
1. Make the CTA frictionless
People don’t have time to stand around and figure out how to find your podcast. Your call-to-action (CTA) should be immediate and obvious — “Scan to Listen,” “Tap to Subscribe,” or “Hear the Trailer.” Don’t leave it up to the viewer to guess what to do next. Pair a strong creative with a simple message that makes the action clear and compelling.
2. Use QR codes to connect offline to online
QR codes are one of the easiest ways to convert real-world interest into digital engagement. Whether they’re on billboards, posters, coffee sleeves, or coasters, this makes it simple for someone to go from a curious commuter to an active listener.
They're also cost-effective and flexible. Anyone with a smartphone can scan, and you don’t need any fancy equipment to generate them. Just link your QR code directly to your podcast trailer, latest episode, or show page.
To get even smarter about your campaign, use CoHost’s Tracking Links behind your QR codes. These unique URLs bring potential listeners to a LinkTree-style page, so they can easily navigate to your show’s website or their preferred listening app in one click. Plus, you’ll be able to track your top download sources and see which OOH campaigns perform best.
3. Design for the environment
A podcast ad on social media should look different than one in a fast-paced subway tunnel. Consider the context: how fast people are moving, how much time they have to engage, and what distractions are around. Use high-contrast visuals, legible fonts, and minimal text. If they only see your ad for three seconds, what do you want them to remember?
OOH podcast advertising done right
Source: Cue Podcasts
We Were Always Here
We Were Always Here ran a podcast ad campaign in the London Underground using just the show’s cover art and a QR code. No extra messaging, no fluff — just a clean, eye-catching poster that made it easy for people to scan and start listening on the spot.
Source: CNBC
The Daily
The New York Times’ podcast The Daily used billboard ads in cities like Los Angeles, Portland, and Chicago to mark a turning point at the start of the Trump administration. The minimalist black-and-white images of major news events, paired with the tagline “This moment deserves an explanation,” captured the show’s tone and instantly conveyed relevance.
Source: Podnews
RadioActive Media
RadioActive Media took their podcast and radio advertising strategy to the streets. Their billboard campaign in Los Angeles and Orange County didn’t just promote shows or products; it promoted the agency itself.
It stood out because the billboards highlighted the high-profile media personalities they work with—like Bill Maher, Chris Cuomo, and Michael Smerconish—positioning RadioActive as a power player in influencer-driven audio marketing.
Source: Dallas Morning News
Dr. Death
One of the most talked-about examples of out-of-home podcast advertising came from Wondery’s Dr. Death. In a bold and controversial move, the show’s marketing team placed a billboard directly across from Baylor Plano Hospital in Texas, where the real-life subject of the podcast, Dr. Christopher Duntsch, had once worked.
Even though the billboard was swiftly taken down by Clear Channel Outdoor, it fueled the show’s momentum. The controversy became part of the conversation, drawing even more attention to the podcast. By tapping into location-based relevance and stirring public reaction, Wondery proved just how powerful OOH advertising can be when it hits close to home.
Ready to take your podcast promotion outside the box?
If you're serious about growing your show, it’s time to step outside the podcast app bubble. Your audience isn’t just online — they’re on the street, in taxis, in elevators, and on trains. Out-of-home advertising puts your podcast where people can’t scroll past it, giving your show the kind of visibility digital ads often struggle to deliver.
The key is to keep your message simple and your call-to-action clear. Use QR codes or Tracking Links to make it effortless for curious passersby to become listeners. This will also make campaign reporting simple, so you can double down on what placements, copy, and creative move the needle.
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