Advertise at Schools with Place-Based OOH Advertising
When most people consider advertising at schools, they imagine sponsorship banners at football games or logos on t-shirts. But there’s a powerful and underutilized approach gaining traction across the country: Place-Based Out-of-Home (OOH) advertising.
This strategy puts your message directly inside school environments—hallways, cafeterias, counselor offices, and more—reaching students, parents, and staff where they already are. Whether you're a public health agency, college recruiter, or youth-focused nonprofit, this targeted, impactful method offers an unmatched way to engage communities at the local level.
Why Schools?
Schools are trusted, high-traffic environments filled with students, educators, and caregivers who interact with their surroundings daily. Here’s why advertising in schools is so effective:
Built-in audiences: Students, teachers, parents, and administrators
Extended dwell times: Students see posters and digital screens multiple times a day
Mission-aligned spaces: School staff are often eager to share educational or community resources that benefit their students
What is Place-Based OOH in Schools?
Place-Based Out-of-Home (OOH) refers to media placements within specific physical environments where people naturally gather and spend time—like school hallways, cafeterias, and gymnasiums. Unlike traditional billboards that may flash by in a few seconds at 60 mph, place-based media remains in view for extended periods, creating greater opportunity for engagement and recall. In school settings, for example, media formats are often seen multiple times per day by students, staff, and even parents during drop-off or school events. This results in higher dwell time and stronger message retention. Additionally, Place-Based OOH offers the unique advantage of hyper-targeting specific demographics—whether it's youth navigating peer pressure, parents seeking college planning resources, or teachers looking for educational support tools.
Common school-based formats include:
Static Posters: Placed in high-visibility hallways and common areas
Digital Screens: Located in lunchrooms, gymnasiums, or entryways with rotating content
Standees and Display Boards: Stand-alone structures promoting key messages or events
Brochure Holders: Ideal for guidance offices or nurse stations, offering take-home educational materials
What Types of Campaigns Work Well in Schools?
Certain types of messages are especially well-suited for school environments:
Public Health Campaigns: Topics like vaping prevention, mental health, sexual health, and nutrition
College Recruitment & Career Readiness: Higher education recruitment, career pathway programs, and trade school awareness
Youth Services: After-school programs, mentoring, community events
Government Programs: Census awareness, immunization reminders, or emergency services
When messaging aligns with a school's mission to educate and protect students, adoption and engagement rates rise dramatically.
Targeting and Placement Strategy
Campaigns can be targeted with precision, allowing for geographic and demographic focus:
By Region or ZIP Code: Choose specific communities or districts, such as under-resourced areas or high-priority populations
By School Level: Tailor messages for elementary, middle, or high schools
Within the School: Posters and screens near lockers, bathrooms, cafeterias, or health offices maximize visibility
For example, an anti-vaping campaign might focus on high schools in rural ZIP codes. At the same time, a community college could target seniors in urban districts preparing for graduation, demonstrating the versatility of school-based outreach. In one recent campaign, a mental health-focused nonprofit placed educational posters and digital screens in 50 high schools to promote student wellness resources. The effort led to a 28% increase in visits to school counselors and generated over 1.2 million impressions in just six weeks, showing how place-based media in schools can effectively drive meaningful behavior change.
Benefits of Advertising in Schools
Here’s why more organizations are investing in school-based OOH:
Credibility: Messages delivered in trusted environments carry more weight
Hyperlocal Reach: Engage families within their own neighborhoods
High Engagement: Posters and standees are seen repeatedly throughout the day
Cost Efficiency: Lower production and media costs compared to traditional billboards
Plus, many campaigns can be enhanced with bonus added value elements—free digital spots, brochures, or cards that counselors and nurses can share with students for extended impact.
Compliance and Considerations
Advertising in schools must be handled carefully to respect boundaries and comply with policies. Here are a few things to consider:
School Approvals: All content typically goes through the school or district for high level review
Sensitive Messaging: Content must be age-appropriate and aligned with educational goals
Privacy Laws: Ensure compliance with COPPA and FERPA when crafting messaging or collecting data
Working with a seasoned place-based media partner helps navigate these considerations smoothly.
Case Study: Vaping Prevention in High Schools
A recent campaign by a state health department placed posters, standees, and brochure displays across 50+ high schools to raise awareness about the dangers of vaping.
Target ZIPs: Rural and suburban communities with high youth tobacco use
Creative: Bold visuals and accessible QR codes for more info
Impact: School counselors reported increased conversations with students about quitting
This campaign demonstrated how trusted environments paired with meaningful messaging can drive real behavioral change.
How to Get Started
Launching a school-based campaign is easier than you might think:
Become a media partner — PlaceBased has the largest network of high school OOH inventory in the United States, and provides discounted rates to media partners, including non-profits, government organizations, and higher education organizations.
Identify your goals and geography—who and where do you want to reach?
Select formats that fit your message (posters, standees, brochure holders)
Send creative or request help developing custom assets
Track performance through installation photos, reporting, and feedback from schools
Conclusion
If you want to reach families, students, and communities where it truly matters—go to the schools. Place-Based OOH in educational settings allows you to deliver trusted, timely, and targeted messages with lasting impact.
