Clicks are disappearing.
That’s not hyperbole. According to recent data, 60–75% of search queries are now answered without a single click. Users are getting their answers directly on the search page, through AI summaries, knowledge panels, and featured snippets.
In this new landscape, traditional digital funnels are starting to rust. GEO (Generative Engine Optimization) strategies are beginning to eclipse traditional SEO strategies, which means it’s time to rethink your media mix.
Simply put, the goalpost has moved. Visibility and recall have taken the place of clicks and conversions. If your brand isn’t recognizable before someone opens a browser, you’re already behind.
This is where DOOH (Digital Out of Home advertising) comes in.
Think of DOOH as a front-of-funnel catalyst. It’s your awareness engine; not just a billboard on a wall, but a memory embedded in a moment in time. When your customer sees your name later in a search snippet, a local pack, or an AI-generated result, the familiarity clicks in. They know you. They trust you. And that’s your new edge.
In order to get that edge, however, the seed of the idea of your brand needs to get implanted in the mind, and that needs to happen before a potential customer logs in to conduct a search, which makes DOOH the perfect vehicle to plant that seed.
The reality is that branded search queries already see higher clickthrough rates and are more resilient to “zero-click” disruption. But they don’t happen by accident. They’re built through visibility, repetition, and real-world presence. DOOH drives that.
In a world where algorithms answer before users ask, DOOH gives your brand a fighting chance. It primes recognition, fuels response, and amplifies intent. It doesn’t wait on a click. It builds a presence that outpaces it.
So, if you’re wondering how to stand out in a clickless world, start where your customers are; in line at the coffee shop, stuck in traffic, walking to work. Start with a screen in the real world.
And if you’re ready to get started, we’re here to help – just call 404-671-9490 and our DOOH advertising and branding professionals will get your brand in front of your target audience.