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MOOHA's Study Indicates the Efficacy of Xumo's OOH Campaign

In a significant revelation, the Moving Out of Home Association (MOOHA) released its findings from a recent study that analyzed the effectiveness of Xumo's out-of-home (OOH) advertising campaign. This initiative, executed between April 1 and May 27, 2005, was aimed at promoting Xumo's cutting-edge streaming devices, including the Xumo TV and the Xumo Stream Box, along with their free, ad-supported streaming service known as Xumo Play. Spearheaded through a collaboration with Reveal Mobile, the study reported remarkable advancements in multiple brand indicators, underscoring the strategic viability of moving OOH advertising as an essential component of marketing.

The results articulated in the study were nothing short of impressive. The effectiveness of the OOH campaign was marked with a 24% increase in ad recall among those who were exposed, a 21% rise in overall awareness of the Xumo brand, and an 18% growth in message association. Moreover, the consideration for the brand surged by 26%, showcasing the campaign's ability to resonate with its target audience. Additionally, the research showcased a remarkable behavioral influence, revealing that consumers who came across the OOH campaign were 61% more likely to visit the Xumo website compared to those who had not seen the advertisements.

Fern Feisel, the Vice President of Marketing at Xumo, reflected on the partnership with MOOHA, stating, “This collaboration provided us with a fresh avenue to connect with consumers within the Atlanta DMA. The campaign not only produced robust results in brand perception but also drove direct consumer engagement.” This sentiment was echoed through internal surveys conducted by Xumo, which substantiated the effectiveness of the campaign, reinforcing moving OOH as a strategic media choice that can yield impactful results.

Leading entities such as Adgile Media, LED Truck, and Wrapify played a pivotal role in executing the campaign, which also involved participation from various other organizations within the moving OOH sector, such as Allover Media and Robot.com. The diverse collaboration accentuated the collective strength of the OOH advertising industry.

The approach taken by MOOHA for this study was innovative, utilizing a methodology that matched real-world ad exposure with historical mobile location data. This allowed for a precise identification between exposed and unexposed audiences, ensuring the findings provided a statistically valid perspective on how moving OOH impacts brand performance. Surveys were effectively administered across mobile applications to monitor shifts in brand perception and engagement, delivering a thorough analysis of the campaign's performance.

The campaign's focus on enhancing both awareness and direct engagement proved to be an ideal fit for evaluative metrics, enabling a robust analysis of elevating brand metrics alongside direct engagement through website visitation. Noah Klas, executive lead at MOOHA and vice president of membership at DPAA, remarked on the campaign’s success, stating, “The results underscore the dual capacity of moving OOH to influence both perception and behavior in a quantifiable manner,” pointing to a paradigm shift in how brands can utilize OOH advertising to strengthen their market position.

In conclusion, the findings from MOOHA's study not only illuminate the effectiveness of Xumo's recent campaign but also serve to validate the moving OOH sector as an increasingly valuable channel in the overarching advertising landscape. As the market continues to evolve, the insights gathered promise to steer brands toward more strategic and impactful advertising solutions. For further details on MOOHA or to learn more about the out-of-home advertising opportunities available, visit mooha.org.