New Study Shows Significant ROI Increase by Combining Moving and Stationary OOH Media

Boosting Campaign Effectiveness: The Power of Combining Moving and Stationary Out-of-Home Media

Recent research conducted by Firefly and Reveal Mobile highlights a remarkable finding for advertisers: integrating moving and stationary out-of-home (OOH) media can enhance campaign performance by as much as 100%. This study, titled 'The Amplifying Effect: How Moving Out-of-Home Media Inclusion Enhances Campaign Performance', analyzed campaigns across multiple markets and a staggering participant base exceeding 400,000.

Key Findings of the Study

The results of this research indicate that media campaigns employing a combination of digital taxi tops and traditional stationary formats experience a lift ranging from 50% to an impressive 100% compared to campaigns utilizing only static OOH formats. Additionally, audiences exposed to both moving and stationary OOH media were found to be up to 2.5 times more likely to take action. This consistent amplification effect served various campaign objectives, reinforcing the effectiveness of a mixed media approach.

Rigorous Testing and Validation

Reveal Mobile ensured the integrity of the results through comprehensive testing methods, including matched control groups, lift analysis, and rigorous statistical analysis. Jon Frangakis, the Chief Commercial Officer at Reveal, stated, "Our role was to rigorously and impartially measure the performance of these campaigns. Because we maintain neutrality even with our own customers, all sides of the industry trust our results. This data is clear: when OOH formats collaborate, their impact is amplified."

The Benefits of an Integrated Approach

Altug Simsek, Chief Business and Strategy Officer at Firefly, emphasized that advertisers should not view billboards and moving OOH media in isolation. He believes that when combined, these media serve as a powerful force multiplier, creating a synergy that boosts the effectiveness of advertising campaigns. By incorporating dynamic formats like digital taxi tops alongside traditional stationary OOH, brands can achieve measurable results that would be unattainable using static media alone.

Actionable Recommendations for Advertisers

The white paper also offers actionable strategies for advertisers, agencies, and media owners. It suggests optimizing budget allocations between media types, crafting integrated creative strategies, and employing measurement models capable of capturing interactions across different formats. The insights derived from this study aim to pave the way for reshaping the future of advertising effectiveness through integrated OOH strategies.

The report is currently available for download, providing advertisers with vital insights into maximizing their out-of-home media strategies.

About Firefly and Reveal

Firefly stands as a frontrunner in the moving OOH advertising sector, boasting a network of over 60,000 screens in major U.S. markets and operations in seven countries. Their platform transforms traditional advertising spaces into dynamic engagement opportunities through car top displays and branded wraps on taxis and ridesharing vehicles.

Since its inception, Reveal has made notable strides in out-of-home audience measurement since 2014, committed to delivering actionable insights and establishing new accuracy benchmarks in advertising data. Together, they are reforming how brands leverage outdoor advertising to connect with consumers effectively and efficiently.

In conclusion, this newly unveiled research serves as a beacon for advertisers seeking to elevate their campaign performance and achieve greater return on investment through smarter media strategies. As the landscape of advertising continues to evolve, embracing an integrated approach to OOH media appears crucial for achieving optimal results.