A new study has provided compelling evidence that advertisers can achieve a dramatic increase in campaign effectiveness by combining stationary and moving out-of-home media. The research, released by the analytics firm Reveal, indicates that integrating formats like digital taxi tops with traditional billboards can boost campaign lift by anywhere from 50 to 100 percent, offering a powerful new insight into optimizing out-of-home (OOH) advertising strategies.
The white paper, titled “The Amplifying Effect: How Moving Out-of-Home Media Inclusion Enhances Campaign Performance,” is based on a comprehensive analysis of campaigns conducted in over 10 different markets, with data gathered from more than 400,000 participants. The study directly compared campaigns that utilized a mix of stationary and moving OOH formats against those that relied solely on stationary executions. The results were striking: the integrated campaigns not only demonstrated significantly higher lift but also found that audiences were up to 2.5 times more likely to take action after being exposed to the mixed-media approach. This amplification effect was observed consistently across a variety of different campaign objectives.
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To ensure the credibility of its findings, Reveal conducted a rigorous and impartial validation process, which included the use of matched control groups, detailed lift analysis, and statistical significance testing. “Our role was to rigorously and impartially measure the performance of these campaigns,” said Jon Frangakis, CCO of Reveal. “Because we maintain neutrality even with our own customers, all sides of the industry trust our results and this data clearly shows that when OOH formats work in concert, performance is amplified offering advertisers evidence-based insights for planning and measurement.”
The study suggests that advertisers should no longer view different OOH formats in isolation, but rather as complementary components of a more powerful, integrated strategy. “Advertisers shouldn’t think of billboards or moving OOH in isolation,” said Altug Simsek, Chief Business and Strategy Officer at Firefly, a leading provider of moving OOH media. “Together, they work as a force multiplier. By integrating our moving formats like digital taxi tops with traditional stationary OOH, brands get measurable amplification that can’t be achieved with stationary alone.”
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The white paper goes beyond simply presenting the data, offering a series of actionable recommendations for advertisers, agencies, and media owners. These include guidance on optimizing budget allocations between different formats, designing creative strategies that are cohesive across both moving and stationary placements, and adopting measurement models that can accurately capture the synergistic effects of these cross-format interactions. This release is intended to be the first in an ongoing research initiative aimed at exploring how integrated OOH strategies are reshaping the future of advertising effectiveness.
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