People who see an OOH campaign are 17% more likely to engage with the brand on their mobile
OutPerform is our first major study since opening doors in September 2015.
Joining forces with leading market researchers, Ipsos and OOH industry measurement body, Route, we explored how the Out of Home medium performs in today’s connected world.
This groundbreaking study, which used the latest passive measurement and geo-location techniques to ensure natural consumer behaviour was captured, investigated how public journeys can become personal stories among 16-44 year olds in the UK.
The results reveal that OOH activity drives +17% uplift in smartphone brand actions, a figure that increases to 38% among the top 20 best performing campaigns within the study, and even higher amongst Millennial and Gen Z audiences.
Results also demonstrate that OOH converts brand advertising into brand behaviour, revealing 66% of smartphone actions are direct to brand.
Furthermore, 57% of respondents that took action were new or lapsed customers, highlighting the power of OOH for brands seeking growth by reaching a wider group of consumers beyond the core buyer.
For more information, read an interview with our Insight & Effectiveness Director in Marketing Week and download the summary slides on this page.
Watch the OutPerform methodology video here.