The performance story of OOH keeps getting stronger

Out of Home works, something our users already know, and a new study the OAAA just published today illustrates this clearly.

They analyzed hundreds of campaigns across categories like retail, automotive, QSR, and entertainment using device-level attribution data. The results were hard to ignore:

• OOH campaigns delivered a median 20% lift in in-person outcomes
• OOH drove a 14% median lift in digital outcomes
• That outperformed both Connected TV and broadcast TV, which came in around 10%

One of the most interesting findings was around frequency. The study found a 7.1x increase in conversion rates from 1 to 10 OOH exposures, the strongest frequency curve of any media channel measured.

That matters because OOH behaves differently than most media. Repeated exposure in the physical world doesn’t feel intrusive. Instead, it compounds. Every commute, every coffee run, every glance at the same creative reinforces the message in a real environment where people actually make decisions instead of interrupting their workflows or browsing.

The report also found that OOH continues driving outcomes long after initial exposure. In many cases, consumers returned days later to search, visit, download, or convert. Traditional attribution windows often miss this entirely.

One stat especially stood out: in large QSR studies, OOH preceded Search 96% of the time and Social 94% of the time.

That’s a reminder that performance marketing doesn’t begin at the click. Demand has to be created before it can be captured.

This is the shift happening in modern advertising. OOH is no longer being evaluated separately from “performance channels.” It’s increasingly one of them.

We love seeing industry research validating what we already know is true.

And don’t forget: our analytics suite can tell you how your next campaign performs.