What we’ve learned analyzing OOH campaigns

After analyzing the performance of years of out of home campaigns across categories, markets, and objectives, one thing is abundantly clear: OOH is no longer a channel marketers have to take "on faith." With our analytics suite, results are measurable.

Looking across campaigns we continue to see the same patterns emerge, and we thought we'd share a few common themes we see.

OOH creates meaningful brand lift

For campaigns focused on awareness, recall, and consideration, double-digit lifts are common. Across our users, we frequently see 20%+ increases in awareness metrics, with larger gains for brands entering new markets or building familiarity.

In successful campaigns, unaided awareness has increased by 25%+, aided awareness has doubled, and brand recall has increased by more than 100%. The takeaway: physical presence still matters in a digital environment where consumers are overwhelmed with messages.

OOH drives measurable business outcomes

The biggest misconception about out of home is that it only influences the very top of the funnel. The data tells a different story.

When measured against control markets, before-and-after performance, or causal impact studies, we regularly see sales lift in the 10-25% range. In some cases, campaigns have generated statistically significant increases in sales directly tied to OOH exposure.

The results vary by category, but the pattern is consistent: visibility creates action.

OOH makes other channels work harder

One of the strongest patterns we see is that OOH rarely operates alone. When combined with paid social, search, or retargeting, OOH often creates a multiplier effect. We've seen conversion rates increase by more than 100% when OOH is paired with mobile retargeting, click-through rates improve by 70%+, and branded search volume increase by nearly 30% during campaigns.

The reason is simple: OOH creates awareness and memory that makes digital marketing more effective.

The measurement question has changed

A few years ago, the biggest objection to OOH was that it was difficult to measure. Today, marketers can analyze incremental sales, website activity, brand lift, conversion behavior, and channel impact with the same rigor they expect from digital advertising.

The question is no longer "does OOH work?"

The question is how to use it most effectively, and how to integrate it into a broader marketing strategy.

As always, if you're planning your next campaign and want to understand what results might look like for your market, category, or objectives, we're happy to help.