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7 of the most impressive examples of digital out-of-home advertising campaigns

Out-of-home (OOH) advertising is one of the most cost-effective and far-reaching advertising channels. In recent years, more and more brands have turned to digital out-of-home (DOOH) to take the benefits of traditional OOH even further.

October 16, 2020

ooh advertising case studies

Digital out-of-home advertising empowers advertisers to create immersive, memorable, and often interactive campaigns. 

And as machine learning and AI become more affordable and widely accessible, DOOH will undoubtedly become increasingly innovative over the coming years. AI allows brands to create truly interactive, data-driven, and personalized campaigns that go beyond reach and impressions to real customer engagement. 

That's likely why DOOH accounted for 28.3% of all OOH ads in 2019 and is predicted to reach 38.3% by 2023 . In fact, DOOH was the main driver of growth in OOH advertising worldwide in 2019.

So, what makes up a successful digital out-of-home ad? Keep reading to find out. We'll cover 7 of our favorite digital OOH examples and what makes them so successful. 

1. Beauty Unaltered (CVS)

ooh advertising case studies

New York City's Times Square is one of the most iconic and well-known spots for DOOH ads, making it an excellent choice of location for CVS's #BeautyUnaltered digital out-of-home ads. 

This ad ran as part of CVS's Beauty Mark social media campaign , an interactive campaign that encouraged users to upload their unedited selfies to social media with the hashtag #BeautyUnaltered.

Within minutes of launching the campaign, users began uploading unaltered, unfiltered selfies using #BeautyUnaltered and @cvs_beauty, earning over 3.6 billion impressions. Every 10 seconds, a different consumer’s image showed on the Times Square digital signage, showing larger-than-life, unretouched images celebrating real beauty. The dynamic digital billboard was paired with a standard digital billboard featuring awareness messaging. 

Overall, this DOOH example taps into a cultural shift toward celebrating unfiltered, unedited beauty and away from unrealistic beauty standards, pairing a strong campaign with a high-profile location and dynamic user-generated content. 

2. Interactive personalized content (GMC) 

ooh advertising case studies

In this interactive campaign for the new Acadia SUV, GMC used facial analytics technology and proximity-based marketing to create engaging digital signage featuring dynamic content.

Sounds a little futuristic, but cameras in the digital display used artificial intelligence were actually able to detect audience demographics, such as age and gender, then serve one of 30 possible targeted video ads to the viewer.

For example, if the anonymous audience detection facial analytics technology detected recognized a family with kids, the ad showed a video targeted at families.  Passersby went out of their way to interact with the digital signage, and as people interacted more with the kiosk, it engaged them with interactive games like Simon Says.

This campaign was one of the first of its kind and serves as an example of the potential of machine learning in digital out-of-home advertising. GMC harnessed the power of DOOH to personalize their content and use targeted messaging in a way that deepened audience engagement. 

3. Weather-reactive McCafe campaign (McDonald's)

ooh advertising case studies

This McDonald's campaign in the UK is another fun digital OOH example featuring dynamic content. The campaign featured two of McDonald's frozen drinks, strawberry lemonade and the "Millionaire's Frappe."

The campaign used weather data to advertise seasonal drinks. When the temperature rose above 22 degrees Celsius -- i.e. a temperature that was likely to make a cold drink more tempting to passersby -- the relevant campaign creative played on the digital signage. 

If the temperature hit above 25 degrees Celsius, the creative automatically updated to include the city name and current temperature. As the temperature dropped at night, the city name and current temperature were removed from the creative.

Running through June and July of 2019, this weather-reactive creative advertised McDonald's summer drinks in a much more engaging way than your typical static billboard, providing relevant, timely and useful content to audiences based on their ever-evolving lived experiences. 

4. Targeted elevator ads (LASIK MD)

ooh advertising case studies

For this digital OOH advertising example, Lasik MD's marketing team came to Vertical Impression with a big question: Can your platform identify elevator riders who are wearing glasses, then deliver different ad creative to them to promote our services?

Our team adapted out-of-home ad tech to target laser eye surgery candidates. The technology recognized whether or not an elevator rider was wearing glasses and updated the creative accordingly. The ad's dynamic messaging changed based on the type of eyewear the rider was wearing at the time.

These digital out-of-home advertisements delivered 11 million targeted impressions to people who wore glasses, increasing engagement by 17% among targeted glasses-wearing elevator riders. The ad tech also recognized age and gender, allowing Lasik MD's marketing team to segment their results further. (Learn more about LASIK MD's DOOH elevator campaign in our case study .)

5. Make the Most of Summer (Google)

ooh advertising case studies

Google's "Make the Most of Summer" campaign included responsive, data-driven digital OOH advertising centred around the experience of summer in the UK. The campaign highlights Google's Search and Maps functionalities by showing popular local and seasonal search terms, like "Best ice cream in Glasgow" or "Parks near me."

The campaign also engaged customers across London, Manchester, and Birmingham through dynamic, full-motion sites featuring the results for search terms, including business hours, star ratings, and map directions. In some placements, the creative even reacted to the time of day or local weather conditions.   

What makes these responsive digital ads such a strong example of DOOH advertising? “There’s something unique about the British interest in the weather and the way we react to summer," Graham Bednash, Director of Consumer Marketing at Google UK, explains . "We love the way this campaign really captures that and shows how Google Search and Maps can help people make the most of it.” 

6. Out There for Us (Ad Council)

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‍ To thank essential workers on the front lines of the COVID-19 pandemic, the Ad Council launched a campaign called "Out There For Us." The campaign uses DOOH ad space to show gratitude for essential workers, including healthcare workers, delivery drivers, grocery store employees, and many more. 

The Ad Council invited people across the US to share messages of gratitude on social media with the hashtag #OutThereForUs, then showed those messages on the digital OOH ads, all of which were strategically placed along routes to hospitals, outside grocery stores in major cities, and on highway road signs.

This digital out-of-home advertising example, developed pro-bono by R/GA, shows that sometimes, the simplest creative can be the most effective.

7. Pose with the Pros (Dallas Cowboys)

ooh advertising case studies

In September 2019, the Dallas Cowboys launched their interactive "Pose with the Pros" kiosks in concourses at AT&T stadium. An engaging digital out-of-home advertising example, these interactive screens invited fans to take pictures of themselves with (virtual) members of the Dallas Cowboys.

Fans could select up to five of their favorite Cowboys players to pose with, then the AR application overlaid the players around the individual or small group in the picture. Fans could then share their virtual group picture on social media or email it to themselves, family, and friends. 

The interactive experience is powered by AT&T, showing off its 5G technology. When speaking about this campaign, the CMO of AT&T Business explained   "We were able to create experiences that let people know how fundamentally different 5G is from LTE".

The result? A dynamic digital OOH ad experience that engages fans and highlights AT&T's new technology. 

The power of digital OOH advertising

We hope you’re feeling inspired by these campaigns Our work with Lasik MD is just one example of the type of data-driven, dynamic out-of-home advertising experience available to today's brands through our platform. At Vertical Impression , we’re no strangers to the media planning and media buying process. In fact, it’s something we’re rather keen on.

Our platform is based around digital out-of-home advertising, and we're passionate about how powerful this channel can be. These are just a few of our favorite examples of truly impressive DOOH ads — and we can't wait to see how the medium evolves alongside new technology and opportunities for audience engagement.  ‍

Learn more about the power of AI and digital out-of-home advertising . 

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Demystifying OOH Advertising: A Comprehensive Guide

Demystifying OOH Advertising: A Comprehensive Guide

OOH advertising, also known as out-of-home advertising, has become an integral part of the modern marketing landscape. With the increasing prevalence of digital media, OOH offers a unique and creative way to engage with audiences.

In today’s fast-paced world, consumers are constantly bombarded with advertisements on their screens. OOH advertising provides a refreshing break from this digital saturation by reaching consumers in high-traffic public spaces. Whether it’s billboards on busy highways or eye-catching street furniture in urban areas, out-of-home advertising allows brands to make a lasting impression on a large audience.

To drive success in OOH advertising, purposeful and strategic campaigns are crucial. This means understanding the target audience, crafting compelling messages, and utilizing innovative techniques to stand out from the crowd. In this comprehensive guide, we will explore various types of OOH advertising and provide real-life examples to showcase their effectiveness.

So, get ready to dive into the world of OOH advertising and discover how this dynamic form of marketing can help your brand capture attention, engage consumers, and leave a lasting impact. Let’s explore the possibilities together!

Understanding OOH Advertising

Out-of-home advertising is an essential component of any comprehensive marketing strategy. But what exactly is OOH advertising? Simply put, it refers to any form of advertising that reaches consumers while they are outside their homes. It encompasses a wide range of formats, from billboards on highways to ads on buses and trains, and even digital screens in shopping malls or airports.

One of the key characteristics of OOH advertising is its ability to reach a large audience in high-traffic public spaces. Unlike other forms of advertising that can be easily skipped or ignored, OOH advertisements are strategically placed where people are likely to spend significant time. Think about it – how many times have you found yourself staring at a billboard while waiting at a traffic signal?

The “Share a Coke” campaign stands as a shining example of the power of OOH advertising in creating not just brand awareness, but genuine emotional connections with consumers. With its ingenious use of personalized labels on Coca-Cola bottles, this campaign turned OOH platforms like billboards, bus stops, and transit ads into mediums of personalization and engagement.

By featuring common first names and terms of endearment on the labels, Coca-Cola transformed static OOH spaces into dynamic points of interaction. Passersby encountered their own names and those of loved ones, sparking a sense of personal relevance and evoking a desire to share that experience.

This campaign demonstrated how OOH advertising, even in its traditional forms, can seamlessly integrate technology, data, and personalization to amplify its impact. The “Share a Coke” campaign serves as a testament to how OOH advertising can transcend its physical limitations and foster genuine emotional connections between brands and consumers on a grand scale.

Types of OOH Advertising

Traditional forms of OOH advertising include billboards, transit ads, and street furniture.

  • Billboards , those larger-than-life structures that dominate highways and city skylines, offer excellent visibility to a wide audience. They provide an opportunity for businesses to display their brand or message prominently, capturing attention and leaving a lasting impression on passersby.
  • Transit ads , on the other hand, take advantage of the constant movement in urban areas. Placing advertisements on buses, trains, and taxis allows businesses to reach commuters during their daily travels. With millions of people using public transportation every day, this form of OOH advertising ensures widespread exposure.
  • Street furniture such as bus shelters, kiosks, and benches also offer prime advertising space. These strategically placed structures allow businesses to engage with pedestrians in high-traffic areas while providing convenience and utility.
  • In addition to traditional forms, digital OOH advertising has gained popularity in recent years for its ability to deliver dynamic content and capture attention. Digital billboards can showcase multiple ads in rotation, allowing for increased flexibility and customization. These eye-catching displays enable businesses to maximize their impact by delivering targeted messages at specific times or locations.

An excellent example of a digital OOH advertising campaign is McDonald’s weather-based advertisement. By utilizing real-time data on temperature, McDonald’s designed advertisements promoting seasonal drinks that changed depending on the weather conditions. This dynamic approach not only captured attention but also created a sense of relevance and urgency among consumers.

With both traditional and digital OOH advertising options available, businesses have the freedom to choose the types of OOH advertising that align best with their marketing goals and target audience. Whether it’s a towering billboard on a busy highway or an interactive digital display in a city center, OOH advertising offers versatility and impact that can’t be ignored.

Crafting Compelling Messages

When it comes to OOH advertising, one of the most critical aspects is crafting messages and creating content that captures attention and leaves a lasting impression. In a world filled with constant distractions, it’s essential to create concise, powerful, and memorable content that resonates with your target audience.

To make the most impact with your OOH campaign, your messaging should be clear, concise, and clever. A successful OOH ad relies on capturing attention in a split second and delivering a strong message that sticks in the viewer’s mind. Take Nike’s iconic “Just Do It” campaign, for example. With just three words, they created a cultural phenomenon that encapsulated their brand ethos and inspired millions around the world.

Another key component of crafting compelling messages in OOH advertising is the use of creative slogans or catchphrases. These short phrases can quickly communicate your brand’s value proposition and engage viewers on an emotional level. Think about McDonald’s famous “I’m Lovin’ It” jingle or Apple’s simple yet impactful “Think Different” slogan. These slogans became synonymous with their respective brands and helped create a strong brand identity.

By using well-crafted messages, OOH advertisements have the power to become more than just marketing; they can become part of popular culture. The key is to find the perfect balance between being informative, entertaining, and thought-provoking. When done right, OOH campaigns can spark conversations and create buzz around your brand.

Targeting Specific Audiences

When it comes to OOH advertising, one size definitely does not fit all. In order to make a real impact, your message needs to reach the right people at the right time. That’s where targeting specific audiences comes into play. By harnessing the power of data-driven insights, advertisers can tailor their OOH campaigns to resonate with their intended demographic.

Gone are the days of blindly casting a wide net and hoping for the best. With advancements in technology, advertisers now have access to valuable consumer data that can inform their OOH strategies. By analyzing factors such as age, gender, location, and interests, marketers can create highly targeted campaigns that speak directly to their desired audience.

Facial Analytics

One exciting tool in the arsenal of OOH advertising is facial analytics technology. By using sophisticated cameras and algorithms, advertisers can gather real-time data on viewer demographics. This allows them to dynamically alter their messaging based on who is looking at the advertisement. For example, imagine a cosmetics brand that uses facial analytics to display different products based on the age and gender of the viewer. This personalized approach not only captures attention but also increases the chances of conversion.

GMC, a leading automaker, took targeting to a whole new level with their innovative OOH campaign. They combined facial analytics with proximity-based marketing to deliver targeted video ads to viewers near their dealerships. The campaign used cameras installed in digital OOH advertising billboards to detect viewer demographics and proximity sensors to trigger personalized messages. As a result, GMC saw increased engagement and brand awareness among their target audience.

By leveraging data-driven insights and cutting-edge technology like facial analytics, marketers can ensure that their OOH campaigns are hitting the mark. Targeting specific audiences leads to higher engagement rates and ultimately boosts ROI.

Integrating OOH with Digital Marketing

When it comes to advertising, integration is the name of the game. And that’s exactly what happens when out-of-home advertising teams up with digital marketing strategies. By combining the power of OOH with the precision of digital targeting, brands can create a dynamic and impactful campaign that reaches their audience at every touchpoint.

One of the key benefits of integrating OOH advertising with digital marketing is the ability to leverage geo-targeting. By using location-based data, brands can deliver customized messages to consumers based on their specific location, ensuring their ads are relevant and engaging. Imagine walking through a busy shopping district and seeing an OOH ad for your favorite clothing brand, along with a personalized offer on your smartphone. It’s like magic!

Spotify, the popular music streaming platform, utilized this strategy to create a memorable OOH campaign. They analyzed user data to understand their listeners’ preferences and then used geolocation technology to display dynamic ads on billboards and transit screens in various cities. Passersby were captivated as they saw their favorite songs and artists displayed prominently, creating a sense of connection and sparking conversations.

Integrating OOH with digital marketing also allows for seamless omnichannel experiences. Brands can extend their campaign beyond the physical world by incorporating interactive elements such as QR codes or social media hashtags in their OOH ads. This encourages consumers to engage further online, amplifying the reach and impact of the campaign.

Measuring Success and ROI

Measuring the success and return on investment (ROI) of OOH advertising can be a challenging task. Unlike digital marketing, where metrics like click-through rates and conversions can be easily tracked, OOH advertising requires a more nuanced approach. However, with the right strategies and tools, it is possible to evaluate the impact and effectiveness of your campaigns.

One method of measuring OOH advertising success is through footfall tracking. By analyzing the number of people who visit a physical location after being exposed to an OOH ad, marketers can gain insights into the campaign’s reach and effectiveness. This data can be collected using technologies like GPS tracking or beacons placed at strategic locations.

Surveys are another valuable tool for measuring the impact of OOH advertising. By conducting targeted surveys with specific demographics, marketers can assess brand awareness, recall, and consumer sentiment. These surveys can provide valuable feedback on the effectiveness of your messaging and overall campaign strategy.

Online engagement metrics also play a role in measuring the success of OOH advertising. Tracking social media mentions, hashtag usage, and website visits that can be attributed to an OOH campaign can help determine its reach and influence on online audiences.

To illustrate the power of effective measurement in OOH advertising, let’s take a look at Absolut Vodka’s campaign. By leveraging beacon technology placed in selected bars and clubs, Absolut was able to track consumer behavior and measure their engagement with the brand. This data allowed them to optimize their future campaigns based on real-time insights.

While measuring ROI in OOH advertising may not be as straightforward as other marketing channels, it is crucial to evaluate its impact to ensure you are getting the most out of your investment. By utilizing technologies like footfall tracking, surveys, and online engagement metrics, you can gain valuable insights into the success of your OOH campaigns.

In conclusion, OOH advertising, also known as Out Of Home Advertising, is a powerful tool that cannot be ignored in today’s marketing landscape. Its ability to reach a large audience in high-traffic public spaces makes it a valuable strategy for brands looking to make an impact.

By understanding the different types of OOH advertising, such as billboards, transit ads, and digital OOH, marketers can craft compelling messages that resonate with their target audience. Integrating OOH with digital marketing strategies further enhances the effectiveness of campaigns by utilizing geo-targeting and personalized content.

While measuring success and ROI can pose challenges, innovative methods like footfall tracking and online engagement metrics can provide valuable insights. By embracing creativity, targeting specific demographics, and integrating OOH with digital marketing, brands can achieve powerful results with their advertising campaigns.

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Case Studies: OOH + Mobile Integration Drive Lift, Recall, and ROI

Case Studies: OOH + Mobile Integration Drive Lift, Recall, and ROI

Data + Mobile + OOH = Results. Need proof? Research shared in Campaign shows that mobile click-through rates increase by up to 15% when supported by OOH. Additional research from Outsmart, states better performing OOH campaigns create a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

Mobile display ads give advertisers the opportunity to serve ads within proximity of billboards/displays and other target areas of the market, amplifying the reach of their OOH campaigns. This integrated strategy reaches consumers in the moments that matter — during relevant times when they are most likely to visit, search, shop or share.

According to a recent AdAge article, spending on OOH advertising is expected to reach a new high of $7.4 billion this year in the U.S., and the second quarter of this year was the strongest quarter in four years, driven by a 15 percent leap for digital OOH. Fueling this growth is mobile, because OOH is no longer just about driving consumers to physical locations, but about driving specific, measurable actions.

While the use of location in targeted marketing is not new, its use as a tool has only sharpened with the increased adoption of mobile devices. This is most often embodied through interaction with associated mobile ads, corresponding store visitation and/or website traffic, app downloads and social amplification around the brand. Mobile is also used at scale to measure attribution post-campaign, providing the data media planners need to prove their strategy worked.

To further illustrate the use and effectiveness of OOH and mobile integration, we’re sharing thirteen case studies across verticals with varied marketing objectives. Check them out:

Driving Store Visits

To increase sales of gaming consoles and drive visits to electronics retailers within a limited-time price incentive, the client activated DOOH within five miles of select retailers. In addition, they layered in mobile retargeting to consumers who passed the OOH units or who were seen at any of four key retailers, where the gaming console was sold. There was a 46 percent increase in visitation from mobile alone, a 69 percent visitation lift from DOOH alone, and 127 percent lift from those exposed to both DOOH + mobile. View here.

When a bank wanted more customers, they promoted impactful messaging across both digital and printed bulletins in close proximity to select branches. To extend the reach and impressions of the campaign, they targeted devices seen at the bank itself and top competitor locations, with complementary messaging. The results? One third of exposed visitors spent 17 or more minutes at a branch, with those who were exposed nine or more times showing a visitation rate 40 percent higher than average. View here.

To increase club memberships, a major fitness brand used a mobile and OOH strategy inclusive of high impact billboards, proximity targeting (loyalty and competitor locations) and behavioral audience targeting for gym goers. The brand saw a 260 percent lift in visitation rates driven by those who were exposed to the OOH and mobile campaign. View here.

A packaged goods brand drove traffic to a partner grocery store where the product was sold through a proximity and behavioral audience targeted campaign, inclusive of digital billboards and mobile advertising. The marketer looked at the lift in store traffic of the advertised grocery store compared to the top four competitors in the area. During the campaign, there were over 11,500 tracked visits to the advertised grocery store, which accounted for 53 percent of all tracked store traffic, over two-times higher than any other competitive chain.  View here.

To understand the effectiveness of its OOH campaign in driving consumers in-store, a mobile telecom brand measured its Chicago OOH street furniture campaign via a media-agnostic partner. They were able to prove that the campaign generated a visit lift of 86 percent among consumers exposed to the ads, proving a direct impact of OOH advertising on in-store visits. Peak visit times for consumers who saw the ad were Friday and Saturday afternoons, indicating a strong trend toward weekend shopping. View here.

Driving Ticket Sales and Visits

To spark buzz and drive awareness and visits for an iconic artist’s exhibit, a museum launched a socially-activated OOH campaign. Signage at a major transit hub in New York City featured lyrics, photos, and museum-like plaques that added contextual relevance for onlookers. In addition, commuters could scan a code to stream a curated playlist by the artist during their commute. The results – milestone attendance, with over 2 million visitors to the exhibit! There were over 266 million earned social media and press impressions over the course of the campaign. View here.

Increasing App Downloads and Streaming Subscriptions

An online delivery service used OOH to cut through the noise and reach hungry consumers with creative posted on New York’s streets and subways. This messaging reached commuters on their way home from work – when dinner was most likely on their mind. Within one week, the campaign had 1.1 million earned social impressions on Twitter alone. A nine percent increase in brand awareness and a 10 percent increase in app use were also attributed to the OOH campaign. View here.

Dogs need training and pet owners need trainers, but not all training can be done in person. A virtual dog training app utilized digital OOH to launch their brand and drive app downloads and purchases of their training services. Consumers could interact with the digital units through augmented reality. After playing with a virtual dog, they were prompted to buy the training service on the website or app. The owner of the startup reported the highest website traffic to-date during that month. View here.

To meet the needs of weary travelers, a major grocery chain utilized digital OOH technology in-flight to help consumers select items they needed to restock their cupboards and fridges while still on the road, and a convenient time for the order to be delivered to their home address. Running for three months, the place-based campaign yielded a CTR that was 25x compared to the house ad CTR.  View here.

A streaming service chose OOH to drive brand awareness, brand favorability and purchase intent. By using a mobile panel, they were able to determine the effectiveness of the campaign, and found that there was a 20 percent lift in consumer awareness. The streaming service also saw a 22 percent increase in consumers’ likelihood to consider the product for purchase. View here.

Joining the Social Conversation

When a reality star broke a woman’s heart, fans banded together to strategically place billboards to communicate their outrage, supplementing an already-massive social conversation. Within four hours, creative was designed and posted. The digital billboards garnered their own fame, with over 760 million press and social media impressions, plus prominent television coverage. Searches for the program’s billboards ranked second in Google search results, only behind the actual star’s name for the two weeks following the campaign.  View here.

Inspiring Action Online

When an organization wanted to get signatures to help ban animal testing on cosmetic products, they used digital billboards and transit signage in key metropolis hubs to drive the online petition. Within 72 hours, they saw their website traffic triple and received over 81 million impressions within the first 48 hours of launch. The campaign hashtag reached over 1.6 million people on social media and signatures steadily increased, adding fervor to the cause. View here.

Utilizing Programmatic DOOH

A big box retailer utilized interactive coupons and DOOH to drive new customer engagement and purchases. Programmatic DOOH-enabled ads boasted a superior post-click response online by delivering impressions across 88 digital displays within 1.25 miles of top retail locations. The call-to-action gave consumers the option to access the coupon via SMS, visiting a shortlink URL, or scanning a QR code. The post-click response rate was six-times greater than the industry average for online prospecting and the coupon redemption rate was two-times higher than similar online channels. View here.

OOH is leveraging new technology to make brand campaigns more relevant, responsive, and rewarding for consumers. A key portion of this is driven through mobile, as there is a natural confluence and flexibility between the two screens. The methods may have evolved, but the goal remains the same: Connect brands with their desired audiences.

*Sources: AdAge ; Campaign Live ; Outsmart

View the DOOH + Mobile Attribution Case Study Collection

IAB/MRC Augmented Reality Measurement Guidelines

IAB and MRC Release Augmented Reality Measurement Guidelines For Public Comment

2024 IAB PlayFronts

Rainbow Kirby-Stearns

Director, Corporate Communications & Marketing Clear Channel Outdoor

Elizabeth Rave

National Marketing Director OUTFRONT Media

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Final IAB/MRC Retail Media Measurement Guidelines Available for Download

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19 DOOH Case Studies Via the IAB

Recording ooh's success in the digital space.

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Recording OOH’s Success in the Digital Space 

The IAB collected 19 DOOH Case Studies from Broadsign, Captivate, Cuebiq, Firefly/MIRA, Gameloft Ad Solutions, Intersection, Outfront Media and Reveal Mobile. The Case Studies covered brand categories including automotive, business, entertainment, finance, food & beverages, retail, and social responsibility.

Specifics brands to categories are:

Automotive: The Kruter Motors’ Story

Business: Athena Health, Cloud Computing Services Advertiser and Segment

Entertainment: BTS, DraftKings

Finance: Large Bank, Current Bank, and BREX

Food & Beverage: Fanta, Fodora, Pepsi MAX, and FreshDirect

Retail: Rideshare Vehicles, Starlite, PUMA, Leading Beauty Store, and Leading Wireless Carrier

Social Responsibility: LGBTQIA+

Click on the link below to read about “the power of DOOH to accomplish specific KPIs and adding value to marketing efforts.”

From the IAB 19 Digital OOH Case Studies

ooh advertising case studies

IAB 19 Digital Out-Of-Home (DOOH) Case Studies

“IAB’s 2019 research estimates a $10 billion out-of-home U.S. advertising market across 3.3 million out-of-home display screens. More than ever, brands are utilizing digital out-of-home (DOOH) as a powerful component of their broader media mix. Innovative uses of DOOH continue to provide results delivering on a multitude of client Key Performance Indicators (KPIs) such as awareness, brand trial, customer registration, retail foot traffic, event participation, online engagement, web traffic, and more.”

2019 Digital Out-Of-Home (DOOH) Case Studies

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William (Bill) Board. Experienced, reliable source in all facets of the Out of Home Industry. Alternative Voice for Outdoor Advertising. Infectious love of all things OOH. Publisher. Writer. Seller. Buyer. Owner. Investor. Champion. Confidant. Old and New Biz Expert. Sales. Manager. Billboard Doctor. Social Media Upstart. Specialization in outdoor advertising for so many years. Sold over 100,000 locations. Viewed every billboard location in America except Maine.

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5 Game-changing OOH Advertising Trends for 2023

ooh advertising case studies

The canvas of out-of-home (OOH) advertising witnessed remarkable strokes of innovation and impact in 2022, setting the stage for an even more compelling narrative in the year ahead. According to the OAAA , OOH advertising witnessed an impressive 11% growth in revenue during the third quarter of 2022. While technological advancements played a pivotal role in this growth, the true catalyst was the industry’s remarkable adaptability. OOH advertising has transcended its traditional bounds, embracing innovation while maintaining its core essence. As we embark on the journey into 2023, it’s evident that OOH advertising is not just keeping up but leading the transformation across the advertising landscape. The new year brings with it an array of trends that are poised to reshape the OOH advertising terrain, bridging the gap between traditional and digital medi a, and forging stronger connections with target markets.

1. More efficiency in user-generated OOH ad campaigns: Engage, Convert, and Empower

A Symphony of Collaboration: Imagine your customers becoming the composers of your advertising symphony. User-generated OOH ad campaigns are orchestrating a fresh wave of engagement by allowing individuals to share their moments and messages on public billboards after showcasing them on social media platforms. This isn’t an entirely novel concept, as platforms like Twitter (now known as X) have already ventured into this territory. Yet, the allure lies in the sense of communal involvement it fosters and the opportunity it presents for brands to seamlessly weave real users into their marketing narrative.

ooh advertising case studies

Beyond the novelty, the implications are significant. User-generated content infuses authenticity, elevating brand credibility and relatability. Recent studies have indicated that user-generated photos are five times more likely to drive customer conversion. Consider the 2020 “Sending Love” user-generated OOH campaign which clinched the Drum Awards for Best Collaborative Campaign. It enabled participants to share their heart-hand symbol pictures, which were then showcased on billboards in their chosen cities. This trend underscores a powerful shift from traditional advertising’s monologue to a dialogue with the audience, as users become integral collaborators in the brand’s storytelling.

Unlock Your Potential with Nickelytics : At Nickelytics, we recognize the significance of authentic engagement. Our platform empowers brands to amplify their message by leveraging the authenticity of user-generated content.

2. Widespread adoption of Interactive AR billboards: Turning Imagination into Interaction

Unveiling the Reality of Possibilities: The realm of OOH advertising is no longer confined to passive billboards dotting the landscape. The advent of augmented reality (AR) has heralded a transformative phase, infusing interactions and immersion into the equation. The journey from static images to augmented reality-driven displays has created a dynamic platform for engagement, where consumers are no longer mere observers but active participants.

The appeal of interactive AR billboards is rooted in the fusion of reality and virtual elements. Imagine a consumer scanning a billboard with their smartphone, triggering a captivating animated version of a product that springs to life. This interactive dance between reality and imagination offers a unique, memorable experience, setting the stage for deeper consumer engagement. For brands launching new products or services, AR billboards provide a virtual sneak peek, allowing consumers to virtually “try before they buy.” The statistics resonate: the AR industry is predicted to reach a whopping $160 million before the year’s end, solidifying its role as a transformative trend in the OOH advertising landscape.

Immerse Your Brand with Nickelytics: Nickelytics brings the world of AR closer than ever before. With our digital expertise, we blend reality and imagination seamlessly, creating experiences that resonate long after the interaction.

3. Increase in Contextual OOH Ads: Targeting with Precision, Impacting with Relevance

Precision Meets Connection: The OOH advertising revolution extends to contextual advertising, a powerful tool that bridges the gap between brand messages and consumer receptivity. Contextual OOH ads epitomize relevance by tailoring content to specific locations and moments, ensuring a deeper bond with the audience. This approach isn’t about bombarding consumers; it’s about crafting meaningful connections that echo with their current situation.

The driving force behind contextual OOH ads is data. Harnessing geolocation insights, brands can customize their ads to resonate with specific demographics in particular areas. The result is an ad that’s not only relevant but deeply resonant. This relevance amplifies engagement. When an ad speaks directly to a consumer’s current context, it’s more likely to catch their attention and leave a lasting impact. In a world where consumers are inundated with messages, contextual OOH advertising stands out by speaking the language of relevance, making your brand message a welcomed guest rather than an intrusive visitor.

Contextualize with Nickelytics: We understand that relevance is the cornerstone of engagement. Nickelytics uses data and insights to craft messages that fit the context, enhancing consumer interaction.

Want to See How Nickelytics Empowers Brands with Contextual OOH Advertising? Get in touch!

McDonalds van contextual advertising

4. Innovative Experiential Ads: Crafting Unforgettable Brand Encounters

Sculpting Experiences, Inspiring Connection: In the era of experiential ads , OOH advertising is transforming into a platform that forges connections through experiences. Brands are creating multi-sensory environments that tap into emotions, transcending the transactional and resonating on a visceral level with consumers. Experiential ads aren’t just messages; they’re journeys that engage multiple senses and create memories.

The impact of experiential ads is twofold. Firstly, they offer consumers an opportunity to engage with the brand in a deeply immersive manner, fostering a bond that goes beyond mere visuals. Secondly, these experiences transcend the physical realm, igniting conversations on social media platforms. The buzz generated by experiential ads amplifies their reach, ensuring that the impact reverberates beyond the initial encounter. Whether it’s a pop-up activation, a sensory installation, or an interactive challenge, experiential ads turn OOH advertising into an art of connection and conversation.

Craft Experiences with Nickelytics: Nickelytics transforms OOH advertising into a canvas of experiences. Let us help you craft campaigns that resonate on a sensory level, sparking conversations and leaving a lasting impression.

5. Integrating OOH Ads in Multichannel Campaigns: Amplify Impact, Enhance Engagement

Harmonizing Narratives, Maximizing Impact: The magic of multichannel integration lies in its ability to amplify messages across diverse platforms. By seamlessly weaving OOH ads into multichannel campaigns, brands create a harmonious symphony that resonates with audiences on different stages of their consumer journey.

The concept is simple yet powerful. Integrating OOH ads within a larger multichannel strategy ensures that your message isn’t confined to a single touchpoint. Instead, it dances across various platforms, interacting with consumers in different environments and contexts. This comprehensive approach enhances brand recall and engagement by offering consistent reinforcement at every turn. Whether a consumer encounters your message on a billboard, a social media feed, or a website, the consistent narrative ensures that your brand’s voice remains strong and compelling. Amplify Your Impact with Nickelytics: Nickelytics redefines multichannel engagement. We ensure that your brand’s message flows seamlessly across platforms, magnifying its impact. 

Navigating Tomorrow with Nickelytics’ Vision

In this era of transformation, Nickelytics stands as a beacon of innovation, leveraging digital media and outdoor advertising to harness the power of data-driven insights. With a geo-specific and robotic approach to OOH advertising, we elevate brand exposure through cutting-edge means. As these trends redefine OOH advertising, Nickelytics takes the lead in crafting campaigns that resonate with the modern consumer, ensuring that your brand is not only visible but deeply connected in the evolving advertising landscape. 

Learn How Nickelytics Integrates User-Generated Content for Maximum Impact. Get in touch with us.

Embrace the Future with Nickelytics

Embark on the journey of 2023 with the sails of innovation unfurled. Nickelytics invites you to embrace these trends, blending creativity, technology, and consumer engagement to create narratives that captivate and resonate. From interactive AR billboards to contextual ads and experiential storytelling, the future of OOH advertising awaits your brand’s unique touch. Partner with Nickelytics today and immerse yourself in the transformation of advertising’s narrative. Let’s craft a future where your brand shines brightly, ushering in an era of engagement and connection.

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The inside track on all things OOH advertising in 2023

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December 13, 2022 | 7 min read

Sponsored by:

What's this?

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team.

The Drum and Vistar Media teamed up to create and design a special edition report giving marketers the inside track of all things out-of-home (OOH) for 2023 and beyond.

The inside track on all things OOH advertising in 2023

How can DOOH play a unique and important role in media strategies?

As one of the oldest mediums in the modern marketer’s toolkit, OOH is still one of the most effective advertising channels for capturing audience attention and driving real-world impact. When combined with data-driven creativity and programmatic technology, it’s a game changing canvas that is helping brands stand out in the highly cluttered world of digital advertising.

As we move into 2023, what does the future hold for the medium? Where will marketers be placing their bets? And how can DOOH play a unique and important role in media strategies?

The Drum has partnered with Vistar Media to bring you all the answers to these questions. In what we’ve dubbed a special edition of ‘The Advertiser’s Playbook for OOH in 2023’, this magazine-style report brings you the inside track on all things DOOH – looking at what’s now and what’s next for OOH.

Featuring industry perspectives and future predictions from leaders at Vistar Media, Sage + Archer, Yahoo, BCN Visuals, VIOOH, Veridooh and Xaxis, we explore key topics including:

The upfronts – industry perspectives as we enter next phase of data in OOH

Hot or not – what’s trending in the world of OOH

The OOH edit – case studies from brands who have driven real business results

The big feature – a deep dive into measurement solutions at the cutting-edge of OOH

Spotlight on – dynamic creative and how it’s unlocking personalization and attention at scale

Myth busters – debunking some of the most common myths around programmatic OOH

Top tips – how to up your digital OOH creative game

The final word – experts share their predictions for what’s on the horizon in 2023.

Download the report now to explore all of the above, and more.

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ooh advertising case studies

Vistar Media

Vistar Media is the leading global provider of programmatic technology for digital out-of-home (DOOH). With a mission of enhancing every OOH transaction with automation, data and measurement, Vistar has established the most comprehensive marketplace for programmatic out-of-home transactions via a demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP). Vistar also offers core infrastructure software for media owner networks, via the Vistar Ad Server and device and content management platform (Cortex). Headquartered in New York, NY, Vistar has rapidly expanded since its founding in 2012 and now partners with some of the world’s leading brand marketers and media owner networks in more than 20 countries globally. For more information, visit or follow us on LinkedIn, Twitter and Facebook.

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  • 4 Best OOH Advertising Campaigns Case Studies
  • Ready Articles

4 Best OOH Advertising Campaigns Case Studies

Table of Contents

Our houses, automobiles, and even the streets are covered with billboards and other forms of advertising. The efficiency of advertising has only risen as outcomes are simpler to evaluate as technology has progressed throughout time. We have access to statistics such as the number of people who have seen an ad and how many times they’ve clicked on it. However, what about billboards and other forms of outdoor advertising? Billboards? What is the method for calculating that? While other forms of advertising have come and gone throughout the years, out-of-home advertising has endured. We’ll go through how OOH advertising can be measured and why it’s a worthwhile investment.

What Is Out-Of-Home Advertising?

When individuals are outside of their homes, such as on public transportation or in buildings, they are exposed to out-of-home (OOH) advertising, as described by the Cambridge Dictionary. Out-of-home advertising has an annual budget of about 29 billion dollars.

Types Of Out-Of-Home Advertising

Billboards, transit advertising, and street furniture are just a few examples of outdoor advertising, according to the Out of Home Advertising Association of America.

Why Use It?

Out-of-home advertising affects nearly everyone, whether it’s on the way to work while jogging, or while doing the grocery shopping. According to the Outdoor Advertising Association of America (OAAA), consumers spend 70% of their waking hours away from home, making them particularly exposed to outdoor advertising.

When Miss America’s name was promoted on a billboard in 1975, the Institute of Outdoor Advertising (later known as the OAAA) discovered that name awareness increased by 940 percent. This demonstrated the enormous impact of outdoor advertising on the typical customer. Billboards, which account for roughly 65 percent of all outdoor advertising, are currently dominating the scene.

Furthermore, the capacity to keep a captive audience is a crucial aspect of out-of-home advertising. A banner or other outdoor advertisement, unlike many internet adverts, cannot be closed.

Measuring The Effectiveness Of OOH Advertising

Measuring the effectiveness of OOH advertising has proved difficult over time, although this is not unique to OOH advertising. The efficacy of outdoor advertising is being measured in many ways, and the results suggest that it is an incredibly feasible alternative for promoting a company.

Traffic Statistics

Because out-of-home ads are typically placed in high-traffic locations, they get a lot of exposure. According to the AAA Foundation for Traffic Safety’s American Driving Survey, the average American spends fifty minutes a day behind the wheel. In 2016 and 2017, drivers logged a cumulative 2.6 trillion miles on the road. Both of these figures were higher than in prior years. Because more individuals are traveling longer distances, out-of-home advertising is only going to grow more common as time goes on.

98 percent of American adults aged 18 and older used a car in the preceding month, according to the Arbitron National In-Car Study conducted in 2009. Additionally, 71% of drivers admitted to paying attention to billboards they passed on the highway. This demonstrates that a huge number of people look at billboards daily. Another study found that people remembered things like going to a restaurant or attending a show as a result of seeing a billboard advertising it.

Billboard efficacy may also be assessed by looking at the ROI. A return on investment (ROI) is a metric used to gauge the effectiveness of a business decision or investment. According to the findings, billboard advertising earned a profit of roughly six dollars for every dollar invested.

Retailers like Amazon and McDonald’s have discovered that advertising on billboards in a specific area typically increases overall sales. After a billboard campaign in Phoenix, AZ, a firm found that 64% of customers learned about them through OOH advertising, motivating them to continue investing in outdoor marketing.

Distinctive Marketing Strategies

Particular phone numbers, QR codes, and bespoke landing sites are all being used to track the effectiveness of advertising campaigns. One way for a company to know how many prospects have discovered them is by posting an exclusive phone number on the out-of-home marketing.

Another way to trace an item is to use a unique QR code. A unique outdoor advertisement landing page for a corporate website aids a business in calculating the effectiveness of an ad. Using a unique phrase seen exclusively in an out-of-home commercial and tracking how often it appears in a company’s statistics is another example.

Ads’ effectiveness may be evaluated by looking at where they are placed outside of the house. The most accurate approach to figure out the return on investment from outdoor advertising is to place an ad in a specific location and monitor revenue growth.

Several case studies have shown that out-of-home advertising is an effective strategy for increasing sales and growing a firm over time. According to the Nielsen Out of Home Advertising Study conducted in 2019, 33% of those surveyed visited a website after seeing an advertisement in the media. Nearly a third of the participants also mentioned a commercial they had seen with a companion while away from home.

The OAAA found that a Colorado liquor shop was struggling to compete with larger chains after a state regulation was changed. For this campaign, the retailer used a variety of out-of-home media such as billboards, vehicle graphics, and train car interiors. Over the past year, in-store sales climbed by 23%, while delivery sales grew by 20%. OOH advertising works incredibly well, according to the OAAA’s many previous research.

Continued Use

Out-of-of-home advertising’s enduring and widespread use for decades or centuries is the greatest method to judge its efficacy. There are approximately 300,000 billboards in the United States alone, and that number is growing. The annual investment in outdoor advertising by large corporations like McDonald’s and Coca-Cola is staggering.

OOH advertising campaigns may be measured using a variety of measures, but the true proof is the impact the campaign has had on the marketing industry as a whole.

Case studies

ooh advertising case studies

The Strategy:

We live in a culture where individuals are constantly bombarded with stimuli and information. Brands like Apple are trying to change this by including their customers in their advertisements.

Because of this, Apple has created eye-popping OOH advertising that engages viewers and encourages them to take action on their website and in stores.

Apple’s 2016 campaign to promote the debut of the new iPhone 6 and its full HD camera was one of the most famous and inventive out-of-home (OOH) ads ever. In 25 countries and 73 locations, the ad was dubbed “Shot on iPhone” and featured 10,000 billboards with pictures taken by 77 iPhone users.

ooh advertising case studies

Those who have an iPhone 6 were urged to use the hashtag #ShotoniPhone to share their finest photos on social media in exchange for having their photographs featured on a billboard.

After launching the “Shot on iPhone” campaign, Apple unveiled the iPhone 6 and 6s, which included a slew of fresh photos taken using the device.

Apple urged iPhone owners to send in photographs of their devices in their most vibrant hues, and these images were then shown throughout the world to promote the new color possibilities available on the iPhones.

ooh advertising case studies

With its “Shot on iPhone” campaign, Apple gave audiences a look behind the scenes of performing artists with an out-of-home (OOH) ad in 2019.

Some of the most popular modern singers and bands were included in the campaign, which included backstage footage and billboard imagery.

The photos and films were created to serve as a behind-the-scenes tour guide for fans and to promote the iPhone.

ooh advertising case studies

As a result, at the start of 2019, Apple urged iPhone photographers to submit their finest shots for the “Shot on iPhone Challenge,” which would feature their favorite photographs taken using the device’s most popular camera and spotlight their top 10.

Billboards in selected locations, Apple shops, and the internet would show the photographs of the ten winners. Everyone was ecstatic and enthusiastic since it was such a big award.

Pictures from various iPhone models, including the iPhone XS and iPhone 7, and from across the world, including Singapore, Germany, Israel, and other places, were used to choose the winning photographs for the contest.

The Results:

  • As reported by the Outdoor Advertising Association of America (OAAA), Apple, McDonald’s, Geico Amazon, HBO, Facebook, Coca-Cola, Google, and American Express were the top 10 advertisers in the first quarter of 2020.
  • Their advertising is loud, colorful, large-scale, and hard to miss because of the utilization of OOH. There is no other way to accomplish this.
  • The campaign had a lot of heft and visual appeal, but it also engaged its target demographic in a way that was inviting and entertaining.
  • Because of the campaign’s longevity and variety over the years, it serves as an excellent example of Apple’s marketing abilities in terms of innovation, execution, and customer involvement (among other things).
  • More than 24,000 thought leaders have praised the campaign for its innovation and success, and it has garnered over 6.5 billion media impressions to date. The campaign has won the coveted Cannes Lions Outdoor Award for its innovative advertising.
  • To keep up with today’s innovative, forward-thinking entrepreneurs, this campaign is always developing and changing.

ooh advertising case studies

  • The fact that Apple is a huge and well-known tech company comes as no surprise after looking at some of their most adored OOH ad campaigns and analyzing why they have preferred OOH advertising.

Key takeaways:

  • OOH is the best approach to engage people with an advertisement. This is because, regardless of purchasing patterns, outdoor advertising has an inescapable daily intersection with viewers.
  • Using OOH advertising to build dynamic and relevant campaigns that are more meaningful and relevant to customers is now possible for businesses like never before. In other words, using many advertising channels rather than just one can help you reach a larger audience and get a better return on your marketing investment.
  • Because people are online when they see digital ads; yet, out-of-home (OOH) is what gets them interested in the first place.
  • The question now is: how can we arouse interest and maintain it? With a lot of originality. A recent study states that 75% of an ad’s effect is influenced by the quality of its creativity. This is an area in which Apple excels spectacularly.
  • For example, the “Shot on iPhone” campaign would not have been feasible without the help of its audience members.
  • Their advertising connects with people, and that’s why they’re successful in marketing. Big, bold, and imaginative advertising grabs the attention of customers, who appreciate the effort.
  • Customers also appreciate advertising that includes and engages them, and Apple excels at this. Apple exploits the flexibility to post OOH advertising virtually everywhere to their advantage by strategically placing them in high-traffic areas where everybody can see them, even their competitors.
  • In addition to Apple, several of the world’s top corporations continue to grow their OOH advertising expenditures on an annual basis.
  • Despite being one of the earliest types of advertising, word-of-mouth advertising has shown to be equally as essential as other forms of promotion in a company’s success, if not more so.
  • If a firm like Apple can achieve such success while promoting out-of-home advertising, there is no excuse for other ambitious businesses not to venture into out-of-home advertising, regardless of industry.

A few weeks after becoming the world’s second $1 trillion market valuation business, Amazon now ranks as one of the top 3 digital advertising companies.

Billboards and other out-of-home advertising will be used by the firm to mold online retail behaviors and unify the consumer experience across all channels, including online, in-store, and anywhere else along the route, to maintain its supremacy.

Outside of Whole Foods, Amazon has struggled to establish a large physical retail footprint despite its dominance in online shopping. But Amazon Go shops, which are expected to have 3,000 sites by 2021, may quickly change that.

In Times Square, a massive structure appeared, although it had nothing to do with corporate or condo space. It was an Amazon Echo of sorts, mounted to a billboard to promote Amazon Music’s streaming capabilities. The 79-foot (seven-story) building was an Amazon Echo of sorts. Even though it featured  LED lights to give it a modern appearance and highlight its capabilities, the inventive campaign was simply a replica of the Amazon Echo.

ooh advertising case studies

Amazon is now locked in a battle with Walmart, the world’s largest retailer, over who can get the most market share in online purchasing. The Amazon experience at its physical retail outlets, on the other hand, may aim to set it apart from the competition.

As a result, Amazon may learn from Apple’s retail approach and develop a successful one in the real world.

Amazon can now use mobile data to offer customers the appropriate items at the perfect time on OOH media, resulting in increased in-app engagement and sales.

ooh advertising case studies

For example, Amazon may utilize phone app location information and purchase history to target the largest concentration of moms in a given region who have purchased Pampers baby goods in the last month, then offer discounts and suggestions for Bugaboo bikes and accessories.

Also, based on their location, Nespresso coffee machines might be advertised to regular Starbucks consumers before Black Friday.

Product presentation might be filtered by DOOH’s contextual relevance. It would be possible for Amazon to display health-related items in physiotherapy and doctor’s office waiting rooms by treating digital screens as “virtual shelves.”

  • Starting with the struggle for supremacy in product search, Amazon has beaten out Google.
  • A consumer seeking information on a retail product will more than half the time goes to or the Amazon app on their smartphone.
  • In the similar way that LinkedIn and Facebook have transformed the way individuals look for jobs and build their social life, the firm has transformed consumer behavior for shopping.
  • Customers can buy nearly anything with just one click on Amazon, no matter where they are or what time of day it is.
  • This provides the firm a unique look into the intentions of customers and enables them to link their online and offline purchase patterns.
  • Amazon has a tremendous advantage over its competitors owing to the information it already has on file as retail is reinvented thanks to targeted marketing and the needs of Millennial consumers in the mobile and e-Commerce era.
  • To track changes in sales for a certain SKU, Amazon would use records of device ID exposure or even deliveries. Campaign assessment in real-time allows for creative content selections to be modified and made on the go, providing an additional value.
  • When it comes to reaching customers across the whole customer experience, out-of-home (OOH) advertising is the final mile.
  • Ad campaigns on digital OOH screens have the potential to be more impactful and seamless than ever before for Amazon and other e-commerce firms to collaborate with CPG producers.
  • As the only conventional type of advertising predicted to rise by 3% to $9 billion in 2018, the channel has had a resurgence in recent years.
  • Using OOH’s data analytics and online ad marketplace, digital giants may now take advantage of this medium to their benefit.
  • Billboards and other OOH assets may be converted into digital, on-demand stores and locations for customized product placement because consumers can now buy from anywhere.
  • To engage customers with advertising for items of interest at the same time decisions are being made regarding one’s health, digital out-of-home can assist e-Commerce companies in extending their physical presence.
  • They want a linked and integrated experience in the real world, where brands and merchants engage with people when and when it is most appropriate. A lot is on the line, as retail sales in the United States still account for more than 70% of overall sales.
  • When demographic data based on geography is combined with the proper time and situational variables, everything is conceivable.

ooh advertising case studies

With creative vending machine OOH ads, Coca-Cola has gone above and beyond what one may anticipate from a beverage brand’s OOH presence.

Most of these cases are based on a message that goes beyond a purely technical advancement.

It’s perfect for a company like Coca-Cola, whose advertising strategies and installations are built on the concept of sharing.

One of Coca-OOH Cola’s campaigns, aimed at promoting recycling, utilized the company’s white ribbon swirl to create signage that directed people toward recycling bins situated right beneath the billboards throughout Europe

Coca-“Share Cola’s a Coke” campaign, which focuses on the relationships consumers have with their friends and family, is one of its most recent tactics.

JCDecaux Ireland and Coca-Cola Ireland collaborated on the design of a branded tram for Dublin. Every seat had a crimson cover with a popular name stitched on it, giving commuters’ trips a more personal touch.

ooh advertising case studies

Domination decals and posters were used throughout the inside, including on panels, strap-lines, window trim, and the whole ceiling.

Coca-Cola and Gewista turned a countrywide network of big format sliding panels into unique creations that urged people to Share a Coke with their friends.

The unique models included a big coke bottle with glass over the spot where you’d anticipate seeing the Coke brand. As the panel scrolled, the names of the persons in the window became visible.

For nighttime visibility, five of the scrolling Innovate sites were outfitted with large Coca-Cola bottles and an exterior light source. Such a straightforward implementation fits in nicely with the brand’s overall approach.

In important metropolitan areas, JCDecaux Netherlands outfitted 10 2m2 CityLight panels with 65inch display screens. Names prominent in the Netherlands were generated at random and presented on these displays. This created the impression that a Coke bottle had been personalized. It’s simple to do and has incredible results!

With this retail promotion, over 2,000 of the most well-known British names will be featured on Coke bottles, replacing the word “Coke” altogether.

Last week in July, the retail promotion was coupled with a four-day Share a Coke Party Pod Outdoor dominance campaign in London’s Covent Garden.

Following the customization of a Coke or Coke Zero bottle with their name or the initials of a loved one, onlookers were asked to visit a Share a Coke selfie store.

They may snap a photograph of themselves with their customized bottle at this location. After that, attendees may party on the campaign’s rooftop party pod while listening to music and sharing a Coke with their companions.

ooh advertising case studies

Coca-Cola and JCDecaux North America constructed huge 3D Coke bottles on Chicago bus stations in conjunction with the ‘Party Pod’ promotion in London and the Share a Coke campaign.

To place their name on the bottle, passersby used touchscreens to enter it. For a brief moment, their name was projected on a huge Coke bottle, allowing passersby to take photos of themselves with the bottle.

Additionally, Coke used a “bubble wall,” plexiglass chambers with air vents, “pucks,” and LED lights to showcase its fabled frothy beverage. The nighttime glow created by the whirling lighting display was mesmerizing.

It was successful marketing because it provided visitors and locals with a new and exciting way to experience this beloved beverage.

ooh advertising case studies

  • Coca-Cola and its advertising firm MediaCom deemed this campaign a huge success after receiving a ton of favorable feedback about it. It also reaffirmed the undeniable effectiveness of out-of-home (OOH) transportation advertising with complete branding.
  • More than 23,000 people have taken part in the campaign to date.
  • Outside of Times Square and Piccadilly Circus, their commitment to outdoor advertising has been strategic to Sydney’s King’s Cross and beyond.
  • Experiential marketing’s potency is demonstrated by the fact that participants linked the Coke experience with feelings of happiness and delight. As a result, the campaign went viral. It’s still a must-see sign today, and it sticks out in the Out of Home hotspot amid the others.
  • If designed and delivered correctly, OOH may help businesses instantly become worldwide.

  • Amaze your audience with something new. One lovely morning, students of a Singapore college found a Coca-Cola vending machine on the grounds. If they embraced the machine in a certain way, they’d get a free can.
  • Increase the intensity of your feelings. Coca-Cola set up machines in both India and Pakistan where people could dance and touch hands to win free cans because of the tense ties between the two nations.
  • The inclusion of an air of mystery makes things more interesting. There was a vending machine on a college campus that sent out dozens of Coca-Cola bottles, forcing students to share and make new friends. Other times, the machine dispensed pizza, balloon animals, and even a very lengthy meal. If you’re looking for happiness, where should you look next?
  • Choose Local Characteristics from the drop-down menu. Coca-Cola set up a vending machine where customers could pay in their native tongue for a chance to win a free bottle as a way of celebrating linguistic variety and pride. Swedes installed the machine.
  • It’s always nice to get something in return. The majority of vending machine developments involve new ways to pay for the products. Coca-Cola once teamed up with Google Wallet to develop a novel way to keep customers coming back for more.
  • Give them something to look forward to. Coca-Cola created consumable commercials in collaboration with Shazam, elevating out-of-home advertising to a new level. In the promotion, consumers could use the application to refill the bottle and then go to a store to obtain a free bottle by using a discount coupon they got from filling it on the app.

  • Concentrate on acquiring and enticing a large audience. Coca-Cola built an innovative vending machine in Australia that gave out free bottles to customers who shouted “Yes” to it. The machine used speech recognition as its primary technology.


ooh advertising case studies

The OOH billboard industry has grown for 31 quarters in a row, with billboards accounting for 66% of the total. Your originality and general campaign knowledge must stand out in a crowded environment, even if it’s just a few square feet.

McDonald’s is well aware of this requirement and caters to it accordingly. It has put together several successful out-of-home ads in the previous several years because of its inventiveness and strategic position. A couple of weeks ago, the fast-food restaurant started airing directional DOOH advertisements in Paris, using vivid representations of its famous French fries as wayfinding signs for vehicles and pedestrians.

Distance, as the saying goes, maybe a deciding factor. This is why McDonald’s has almost 1000 drive-thru facilities in France, but Burger King only has about 20. Since the next Burger King drive-thru is 160 miles away, McDonald’s set up two billboards for highway drivers entering Brioude, a village of 6,700 inhabitants in south-central France.

While McDonald’s serves as a source of creative ideas for strategically placed billboards, the next iteration of out-of-home advertising will be more digital. Using billboards and digital advertisements together may increase online activity by four times, according to Nielsen research.

The world’s most recognized fast-food chain, McDonald’s, is increasingly experimenting with logo-free commercials in recent years, using the strength of its world-renowned menu and visual identity to produce ads that scream McDonald’s without ever saying it.

ooh advertising case studies

There was no logo in the advertisements. Only the typeface and color scheme of McDonald’s were used.

McDonald’s has released a new ad featuring french fries pointing in the direction of the closest location. It’s just a work of art and has nothing to do with OOH execution.

ooh advertising case studies

On your computer monitor, every design seems stunning as a work of art. Neither the negative nor the positive can be said about this one. We’re arguing that until it’s ‘on the street’ and in an OOH format, advertising doesn’t matter.

McDonald’s has devised an out-of-home (OOH) advertising strategy. OOH advertising is being used as part of a wider brand recall effort to reach out to current consumers and attract new ones.

Once the outdoor temperature exceeds 15 degrees Celsius, the digital advertisements in the campaign smoothly swap from one creative to another. A dynamic copy update is initiated automatically, resulting in relevant and interesting material.

McDonald’s is using JCDecaux, Exterion Media, and Wide Eye Outdoor’s digital OOH screens with the platform, which also works with different media owner networks.

  • The outdoor platform has helped McDonald’s strengthen its brand presence in North and East India.
  • With its famous M logo, the fast-food chain has managed to re-establish its brand recognition in the Delhi NCR market.
  • The design has been kept to a minimum with a huge back-lit ‘M’ cutout sparkling in the night combined with a presentation of its highly liked burger, soft drink, and fries to re-establish the connection with consumers.
  • As part of the company’s normal marketing plan, the OOH campaign aims to increase market share.
  • Amid Britain’s ongoing struggle with the coronavirus epidemic and a countrywide lockdown, the advertisements offer McDonald’s home delivery.
  • Leo Burnett has created another gratifying simplicity for McDonald’s with this simple and instantly recognizable ad.
  • The trademark yellow and logo form of McDonald’s advertisements make them instantly recognized.
  • Other companies with distinctive forms and colors, such as Spotify’s lime green level logo or Twitter’s iconic bluebird, might theoretically produce the same impact, according to researchers.
  • A well-placed billboard or outdoor advertising pointed towards your store or flagship store can drive more traffic than utilizing a leaflet distributor or other mass tactics, as many target audiences can come close to your business but never discover it.

Final Thoughts

When it comes to digital technology, elegance in implementation and creative quality are important.

Because of the increasing maturity of digital OOH advertising, more agencies will use live data streams to create more relevant, engaging, and eye-catching commercials.

So, if you haven’t thought about how you may enhance your OOH ad creativity in real-time, now is the moment.

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What can 3 fast-food giants teach us about effective OOH?

August 2021.

This is a self-funded case study using our  Advertising Testing  solution.

Out-of-home advertising (OOH) as a channel has faced significant headwinds over the last year or so, with its role diminished in a world of lockdowns, reduced travel, and remote working. However, with normality returning (in some parts of the world, at least), the channel is forecast to continue on its strong growth trajectory prior to COVID-19.

While all advertising needs to grab attention and be noticed, this is especially true for OOH given its generally short exposure window. Given the need to trigger rapid brand associations, delivering a clear and single-minded message is a prerequisite for success in the channel.

The nature of fast-food consumption (i.e. convenience, on-the-go) and ability for hyper-local targeting makes OOH especially suitable for the category. McDonald’s has been a pioneer in this space over the years, representing one of the top five OOH spenders in the U.S ., and continually pushing the boundaries of the format to drive traffic to its restaurants.

But, we wondered, how does one of McDonald’s more recently-launched campaigns stack up against key competitors – Burger King and KFC – each which took very different creative approaches? Which one do we predict will have the biggest brand impact, both in the short- and long-term? To find out we used our three C’s framework:

  • Captivate: Does it attract and retain attention, and engage in an emotional way?
  • Connect: Does it leverage unique branding properties to create instant recognition?
  • Compel: Does it leave people with a lasting impression about the brand?

OOH Ad Testing - Fast Food Brands - Test Stimulus

Despite McDonald’s long history of leveraging the OOH channel better than pretty much anyone else, ‘Lights On’ drew a largely apathetic response, with its presentation not exciting people enough to warrant further investigation. 

On the flipside, KFC’s ‘Your Chicken Could Never’ successfully grabbed people’s attention – but for many this was as a result of significant displeasure. Almost a third were put off by the creepy faces, prompting significant disgust. While there’s no doubt shock tactics attract eyeballs, the emotions they stir are rarely the ones fast-food brands want to associate themselves with. This represents a sense of déjà vu following Burger King’s ‘Moldy Whopper’ campaign from 2020.

Having seemingly learnt their lesson, Burger King let the product do the talking in ‘It’s not a secret’. The bright and appetizing imagery absorbed people in the visuals, in-turn making the ad the most likeable of the three.

WINNER: Burger King. A bright and eye-popping visual is often all that’s needed to grab the attention of passers-by.

OOH Ad Testing - Mc Donald's, Burger King, KFC - Captivate

The ad’s single-minded focus on the iconic Whopper burger, both in terms of visuals and copy, cued one of Burger King’s strongest assets. This was further enhanced by the familiar color palette and fonts, while being consistent with the brand’s ongoing ‘It's not a secret. It's real fire’ campaign.

Relatively few people (less than 30% spontaneously) picked up on iconic golden arches of McDonald’s in their altered form, while abandoning the product entirely – along with the brand’s iconic red color – limited the ad’s perceived fit with the brand.

However, the title of weakest brand synergy went to KFC – while featuring the brand’s iconic fried chicken prominently, people’s attention was instead fixated on the characters’ distorted faces. This was in-turn the indelible image left in people’s minds, rather than anything explicitly to do with the brand. 

WINNER: Burger King. Feature your distinctive assets in the clearest, most recognizable, and least abstract way. 

OOH Ad Testing - Fast Food Brands - Connect

Many people were left perplexed by the contorted faces for KFC, specifically how they related to the “Your Chicken Could Never” tagline and brand more broadly. ‘Lights On’ also confused – while no doubt a clever utilization of the brand’s golden arches, it was perhaps too clever – with many not getting the intended symbolism of McDonald’s golden arches reaching into people’s homes.

In both cases the ads lacked obvious cohesion between the visuals and intended message. While perhaps not having the same creative flair of the other two, the mouthwatering Whopper excited people’s tastebuds. People frequently endorsed the burger’s ‘freshness’ as well as direct callouts to being ‘flame-grilled’ and ‘real’, laddering up to a highly believable and persuasive appeal.

WINNER: Burger King. While you don’t have to spell it out, ensure people are left with a clear impression about the brand.

OOH Ad Testing - Mc Donald's, Burger King, KFC outdoor ads - Compel

Clients often ask us about the unique dynamics of OOH as a channel and how to develop winning creative. While it’s important to consider the context in which OOH will be consumed when developing creative, it’s no more important than anywhere else advertising messages will be appearing. Regardless of the channel, platform, or format, the ingredients for effective content don’t change; all advertising needs to Captivate, Connect, and Compel.

One of the key things this case study reminds us of is the importance of simplicity. Does this mean showcasing the product is the only path to OOH success (particularly for fast-food)? Of course not, and the small selection of ads we’ve tested here isn’t intended to suggest that. However, ensuring the ad’s intent is clearly understood and fully-leverages existing branding properties, gives OOH – like all other media – the best chance of succeeding.

Outdoor Ad Testing - Mc Donald's, Burger King, KFC fast-food brands - Performance Summary

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  • 12th October 2022 |

Home >> Insights >>  Thought Leadership >> Accurate campaign measurement of OOH advertising will improve your cross-media ad efficiency with younger audiences

OOH advertising in Cross-media Campaigns

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How to measure OOH attribution in the cross-channel context.

Accurate campaign measurement of ooh advertising will improve your cross-media ad efficiency with younger audiences..

The Out of Home Advertising Association of America (OAAA), the national trade association in the US for the $8.6 billion OOH and digital OOH (DOOH) advertising industry, ran a survey at the end of 2020 with Harris and concluded that “OUT” is now “IN”.

The Harris Poll out-of-home and digital out-of-home advertising survey:

To back this headline up, the study found that Americans are walking, driving, and biking more following the end of lockdowns. This is a truism we all recognise and it has not only led to a raised appreciation of the outdoors but also awareness and recognition of out-of-home (OOH) advertising, especially among 18 to 54-year audiences. It also found that 68% of U.S. consumers agree that they are tuning out online ads as they spend so much more time on various device screens.

The study also reports that consumers now notice OOH advertising 45% more than they did prior to lockdowns so this study reflects what we all feel instinctive, and puts some interesting numbers out there to work with. These insights support the fact that there is strong interest among advertisers who want to better understand the incremental impact of OOH on nudging up the unduplicated reach of their cross-media campaigns. Many advertisers know they must holistically measure OOH advertising when part of a cross-media campaign.

Measurement of OOH advertising’s incremental reach as a key part of a campaign’s effectiveness is gaining momentum among a growing band of brand advertisers who are leaving no stone unturned in pushing back on the wasteful buying of duplicated reach across their TV campaigns.

To maintain and grow reach, there must be a bias towards action to free up much-needed budget to evaluate the efficiency of other media that can maybe deliver exclusive reach without duplication. This would suggest that following a successful test-and-learn pilot, always-on measurement to track campaigns, is as relevant for OOH advertising as all other parts of the media mix. With quality data in support, OOH advertising will increasingly be acknowledged as a long-term, always-on medium for advertisers to optimize effective reach.

Digital audience burnout in the cross-device advertising space is real.

Advertisers must holistically measure ooh advertising when included in a cross-media campaign, as it has proven reach increments when added to the media mix.​.

Advertising that is seen out of home (OOH) used to predominantly be called poster or billboard sites, in various shapes and sizes. These were labour-intensive and inflexible once posted but nevertheless, in the right location, incredibly powerful for brand messaging or communicating upcoming news and events. 

The OAAA not surprisingly reported that 68% of people were experiencing increased levels of digital burnout in 2020, making real the world-spread evidence that people were consciously starting to feel like they were spending too much time consuming digital content on their screens, and being bombarded with -sometimes- annoying and intrusive ads. That’s alongside the heightening concerns of today’s data-savvy consumers about privacy around data collection in the media environments, a direct consequence of all the known data pilfering modus operandi that some tech giants have operated on as a basis.

Image of the OOH advertising findings, younger audiences add OOH incrementality in cross-platform campaigns

64% of younger audiences add OOH incremental reach to cross-media advertising campaigns.

Beatgrid proves with real-campaign industry data collected in the past two years that not only there is a younger audience on ooh but also that it is anything around 63.79% purely incremental to bvod and tv..

Thanks to Beatgrid’s single-source cross-media audience measurement solution, we collected accurate measurement data that allowed us to assess the impact of out-of-home advertising exposure… and the findings were pretty remarkable.

Backing up the above-mentioned digital audience burnout theory of the OAAA, across multiple cross-media campaigns in different regions which included a comparison of BVOD, TV, and OOH incremental reach ratio, we spotted increments of OOH reach from 18 to 24 at 63.79% and 18 to 34 at 51.11% vs 18 to 69 at 31.49%. This is a key example of OOH’s growing value in cross-media advertising campaigns with younger audiences. Furthermore, the OOH cross-campaign total reach was proven to be significantly higher than the combined total BVOD & TV total reach.

Boost your media mix with OOH if your cross-platform advertising goals are to reach younger consumers.

Beatgrid cross-channel and cross-campaign data confirms increments in tv reach between the ages of 18 to 69 at 28.89% vs 18 to 34 at 19.74%.

Believe it or not, OOH -not the standard and old-school (but still valuable) billboard close to the highway exit, but the updated and more impactful contextual methods- deliver higher incremental reach on younger audiences than other media. Though the traditional TV market is changing, due to the disruption of TV, BVOD, AVOD, YouTube , and other imaginable digital media channels, we were still able to collect accurate single-source cross-market BVOD, TV, and OOH campaign data. In our analysis -comparing the above media- increments in TV reach were spotted between the ages of 18 to 69 at 28.89% vs 18 to 34 at 19.74%, thus confirming the pre-existing pattern observed in the industry, that states that older audiences are more prone to be reached via TV and or BVOD than younger viewers.

Image of today's Linear TV advertising landscape where older audiences boost this channel's incrementality vs younger audiences and channels

A clear opportunity for advertisers: OOH is a crucial support channel for TV (TV and BVOD).

Measurement data is confirming that the harder-to-reach tv audience of 18-35s that is moving away from linear tv, can be reached through consistent inclusion of ctv and ooh on the media plan..

Yes, it is true that somewhat younger audiences are found on BVOD vs TV (linear, FTV, STV…) but we all know where they bloom: AVOD, YouTube, and even TikTok, which could be already considered like a new channel -but that’s a topic for another time-. However, we have spotted that 18 to 24s are likely to be reached on OOH and DOOH, inviting this channel to become the newest loyal squire of CTV advertising campaigns -which given the right timing and context can unleash an extremely positive brand lift effect with Millennials and Gen Zs.

The next step is to accurately measure OOH incrementality compares to YouTube and/or AVOD with younger audiences in cross-media campaigns, and across different regions. But for that… you will need to schedule a free call with one of our Campaign Specialists ! 😉

DOOH & OOH advertising: The opportunity has evolved extraordinarily for brands.

The above-proven results strengthen the effective role that OOH advertising plays in a balanced media mix. After running Beatgrid’s cross-platform solution in +400 campaigns across different regions, we are in the position to validate OOH as a channel with the unique potential to cut through offline, by targeting people when they are outdoors and going about their own activities. With the pervasive replacement of many of these traditional poster and billboard sites with digital screens, OOH has strengthened its legendary place in offering a range of formats and unique locations for major brand messaging at high visual impact.

DOOH (digital out-of-home) seamlessly opens the channel for performance marketing campaigns.

With the ability to measure activations and conversions via mobile phone connectivity in the outdoors, and with major technological advancements in wireless and mobile, DOOH is the out-of-home advertising option for targeting addressable audiences outside of their home environments. DOOH offers new ways to use outdoor advertising to connect and interact with consumers on the move, throughout the day, using data to inform the planning and buying.

With DOOH, the measurement of OOH and OOH attribution is evolving with technology.

Official measurement systems for OOH in most developed markets are advancing fast. For example, in the UK, the OOH JIC, Route, now uses Multi-Sensory-Tracking (MST) devices to analyse people’s travel patterns across the UK and combines this data with detailed mapping of every outdoor site in the country. In 2021, they fused their data with TGI consumer survey data so that advertisers could target TGI audiences in OOH, creating the opportunity for more sophisticated audience profiling. This information was then fed into their Traffic Intensity Model to offer audience estimates for each ad played at a site level in the country, to enable better planning of OOH campaigns.

Opportunity-to-see (OTS) based advertising vs Fusion Data.

Reporting audiences solely on an opportunity to see (OTS) basis advertising is now being replaced by fusion data estimating the quantified number of people who see the ooh ads. Measurement of OOH attribution is largely framed around measuring online and social media impacts and has developed by using third-party location data collected from the pervasive distribution of mobile apps on smartphones to help understand consumer mobility and journey patterns. Tracking location, with permissions, via dating apps and weather apps, inter alia, creates the opportunity to use those device locations to derive attribution data by aggregating the app-sourced location data with digital activations on the mobile phone. Another approach is to use a test control methodology with exposed and unexposed samples to track their effectiveness.

Delivering OOH attribution in the cross-channel context.

The question of the specific effectiveness of OOH as part of a cross-media campaign driven by TV is happening too. Machine learning methodologies are being applied to TV campaigns to measure footfall at retail stores. Aggregation of the derived data with audiences derived by location is being used in addressable TV at a household or postcode level. And it’s a start. With the emergence of new measurement data sets, the push is on, to go further and to see the ad spend on OOH as an integrated piece of the cross-media measurement jigsaw.

“Advanced location technology that is tuned for higher location accuracy is needed for quality OOH audience measurement and attribution analytics.”

Leveraging multiple sensors such as GPS, Wi-Fi beacons, and cell tower accuracy to 5m, is currently possible. Solutions are using geo-fencing technology for specified locations, based on geo-coordinates, this means that a location ‘check-in’ will occur when an app user enters a virtual fenced location such as a retailer shop or QSR outlet.

Working alongside the exact location data of all digital frame sites.

It’s possible to use the gyroscopic sensors in smartphones to determine the direction and speed of approach to an OOH and DOOH site and even collect dwell time if these signals indicate a person has stayed a given time in front of a site. This may not be a verified ad exposure but it is a highly qualified opportunity to see, which can be used for single-source attribution of store visitation which is particularly meaningful as part of a broader cross-channel measurement alongside TV and radio.

If the geo-fencing location technology is integrated with the same mobile app with a passive ACR (automated content recognition) metering tech, it would be possible to identify the exclusive reach of OOH and dig deeper into the effectiveness of the OOH in driving visitation using exposed and non-exposed samples.

Join the future of cross-media audience measurement for OOH incremental reach with confidence and single-source transparency.

By Keith Johnson

Beatgrid GM UK

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OAAA 2023 Annual Report

As we step into the new year, join us in taking a moment to reflect on our collective achievements in 2023 that have set the stage for future acceleration. In the face of economic uncertainties, OAAA, our members, and the OOH industry at large persevered last year by proving its value to brands and continuing to modernize, progress, and evolve.

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Place Exchange: Programmatic OOH on the Rise, Driven by Video & New Digital Screens

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Across The Desk with Verde Outdoor’s Dave Wood

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Government Affairs Updates | January 2024

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OAAA OOH Sales Marketing Tools for 2024 Planning and Success

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The Year’s Best OOH Campaigns: OAAA Media Plan of the Year Award Winners

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How to Measure OOH Advertising Effectively: 6 Proven Methods

How to Measure OOH Advertising Effectively: 6 Proven Methods

Are you struggling to figure out if your billboards and bus ads are worth the cash? Every year, companies spend a whopping $8 billion on outdoor advertising in the US. Our guide will lay down easy steps show you how to measure your OOH advertising, so you can see their real impact.

Let’s boost your ad smarts!

Key Takeaways

  • Track impressions to estimate the potential reach of your OOH ads and adjust your strategy to maximize visibility.
  • Use audience demographics from tools like Geopath to target your messages more effectively and enhance brand awareness with your outdoor campaigns.
  • Employ advanced devices such as multi-sensory trackers, WiFi tracking, and sensor/camera-based measurement for precise data on consumer interaction with OOH advertisements.
  • Measure visual attention through eye – tracking technology and optimize ad content based on parts that capture viewers’ focus the most.
  • Calculate ROI by comparing the cost of advertising against revenue generated from customer actions influenced by the ads to fine-tune future OOH marketing investments.

Understanding OOH Advertising Measurement

Understanding OOH Advertising Measurement

Grasping the nuances of OOH advertising and how to measure it, is a game-changer for marketers; it’s not just about tallying up views, but about connecting those numbers to actual consumer behavior and campaign impact.

We’ll unpack why precision in measuring billboards and bus wraps can mean the difference between guessing games and strategic decisions that drive real results.

Why Measuring OOH is Important

Measuring Out-of-Home (OOH) advertising pinpoints the value each billboard, bus wrap, or digital display brings to a campaign. It’s essential for advertisers to know if their investment is turning heads and reaching potential customers.

Without solid data on how many people see an ad, marketers can’t gauge its effectiveness or its contribution to brand awareness.

Understanding the performance of OOH campaigns helps in refining marketing strategies and allocating budgets more effectively. Accurate measurement assures businesses that they’re not tossing money into the wind but investing it where it will generate real returns.

Tracking impressions and audience engagement informs future media planning decisions, leading directly into exploring the nuances between impression counting and attribution reporting.

The Difference Between Impression Counting and Attribution Reporting

Impression counting and attribution reporting are two sides of the same coin in OOH advertising effectiveness. Impression counting tells you how many people had the chance to see your outdoor ad.

This is all about visibility and reach, essentially measuring potential customers exposed to your message. Factors like location, traffic data, and audience demographics feed into this number to give advertisers a sense of how wide their net is cast.

On the flip side, attribution reporting dives deeper by linking those impressions to specific customer actions or behaviors. It answers the question: what did people do after seeing the ad? By tracking metrics such as sales increases, website visits, or app downloads that occur following exposure to an ad campaign. Attribution reporting provides insights into performance and ROI.

This form of measurement helps businesses understand consumer behavior and evaluate which elements of their marketing strategy are driving audience engagement.

6 Ways to Measure OOH Advertising

6 Ways to Measure OOH Advertising

Diving into the world of Out-of-Home advertising measurement, we discover a treasure trove of methods that help advertisers capture the true value of their campaigns. From traditional techniques to cutting-edge tech. Let’s unfold six powerful ways to decode OOH effectiveness and turbocharge your marketing efforts.

Before and After Method

The before and after method offers a clear picture of advertising effectiveness. It compares audience behavior or sales data from periods directly before and after the OOH campaign launch.

This approach can pinpoint changes in customer engagement, brand awareness, or purchase patterns that are linked to the outdoor advertising efforts. Marketers analyze these shifts to understand how well their large-scale billboards or transit ads are performing.

Using this strategy requires collecting robust baseline data ahead of time for accurate comparisons post-campaign. Advertisers must ensure that outside variables which could influence results. Things like seasonality, competitor actions, or market changes—are carefully accounted for.

This allows them to credibly attribute any business growth to their OOH advertisements and make informed decisions about future media planning and investment into out-of-home spaces.

Jambox Device

Jambox devices are changing the game in measuring Out Of Home advertising effectiveness. Equipped with sensors, these compact units can detect mobile phones and other devices as they come within range of an OOH advertisement.

This allows advertisers to collect valuable data on foot traffic patterns and gauge how many potential customers are exposed to their outdoor ads.

Harnessing this technology, marketers now have a clearer picture of their campaign’s reach. Jamboxes offer real-time insights into audience engagement, helping media planners fine-tune strategies for maximum impact.

With accurate measurement of impressions and consumer behavior around billboards or transit ads, businesses can better assess the ROI of their Outofhome investment.

Verified Exposure

Moving beyond devices like Jambox, verified exposure offers a robust way to measure OOH Advertising effectiveness. This method focuses on whether people actually see the ads, not just if they are nearby.

Marketers can track this through eye-tracking technology or surveys that confirm ad engagement. With verified exposure, advertisers get concrete data on who interacts with their outdoor advertising campaigns.

This approach cuts through assumptions and gives real insights into consumer behavior and brand awareness. Tracking systems record visual attention from potential customers as they pass by an advertisement.

These details help media planning and optimize marketing strategies for better performance in future campaigns. Verified exposure turns random impressions into meaningful interactions, paving the way for a more accurate ROI measurement of Outofhome advertising efforts.

Population and Location

Out-of-home (OOH) advertising strategies must take into account the population density and location to gauge potential reach. High-traffic areas like city centers or busy highways are hotspots for outdoor ads because they offer visibility to a larger, more diverse crowd.

Knowing the demographics of people who frequent these places helps advertisers tailor their messages for maximum impact.

For digital out-of-home (DOOH) advertising, precise locations equipped with digital displays can target audiences more dynamically throughout the day. While a billboard on a rural road might catch the eyes of drivers passing by, urban screens can interact with consumers based on real-time data. Adjusting content to match audience engagement levels and even weather changes.

This level of specificity in selecting sites means that media planning becomes more effective as you’re reaching potential customers exactly where and when they’re most likely to be attentive.

Audience Research

Audience research is about getting to know the people who see your OOH advertising. It involves collecting data on consumer behavior, demographics, and engagement levels. Marketers use this information to tailor their media planning and boost brand awareness.

They conduct surveys, track social media interactions, and observe how different groups respond to outdoor ads.

To gather accurate audience data, advertisers often turn to tools like Geopath. This technology provides insights into visibility and reach potential customers more effectively. By understanding who passes by their advertisements and when these encounters happen most frequently. Businesses can refine strategies for maximum impact.

Knowing your audience ensures that every billboard or digital display connects with viewers in a way that encourages them to take action.

Devices and Technologies Used for OOH Measurement

In the cutting-edge world of outdoor advertising, a suite of sophisticated devices and technologies has emerged to pinpoint how effectively your message reaches its audience. Harnessing everything from AI-powered analysis to mobile connectivity, these tools gather critical data that shapes smarter campaigns and maximizes impact.

Multi-sensory Tracking

Multi-sensory tracking is changing the game for measuring OOH advertising effectiveness. This advanced method uses a combination of technologies to track an ad’s visibility and engagement.

Devices capture audio cues, visual patterns, and even scent detection to understand how people interact with outdoor ads in real life. Advertisers get a complete picture of consumer behavior by analyzing this rich multi-sensory data.

These insights help media planners optimize their marketing strategy, ensuring that each advertisement reaches potential customers most impactfully. By tapping into multiple senses, brands can gauge brand awareness like never before. Moving beyond simple impressions to deeper audience engagement.

This technology arms advertisers with the power to fine-tune their campaigns for maximum performance, making multi-sensory tracking a vital tool in today’s data-driven advertising landscape.

WiFi Tracking

WiFi tracking harnesses signals from smartphones and devices as they search for networks, pinpointing the location of potential customers. Advertisers use this technology to count how many devices—and therefore people—pass by their OOH advertisements.

It’s a powerful tool that can measure foot traffic in real-time, giving advertisers data on the peak times people are near their ads.

With WiFi tracking, businesses gain insights into consumer behavior around their outdoor advertising locations. They learn not just how many but also how often people frequent certain areas.

This allows companies to tailor their OOH campaigns for maximum exposure based on accurate, timely information about crowd patterns and dwell times near their ads.

Infrared Array Sensors

Infrared array sensors are revolutionizing the way advertisers collect data on OOH impressions. These powerful tools detect body heat to count how many people pass by a digital out-of-home (DOOH) advertisement, day or night.

This technology is less obtrusive than cameras and more effective in low-light conditions, making it ideal for continuous audience measurement.

Outdoor advertising benefits from infrared array sensors because they provide reliable data about the reach of an ad campaign. Advertisers can now get accurate counts of potential customers who notice their billboards or signs.

This information helps media planning teams optimize placement and maximize brand awareness.

Transitioning from infrared technologies, Bluetooth beacons open another avenue for engaging consumer behavior and boosting audience engagement.

Bluetooth Beacons

Bluetooth beacons are a powerful technology for measuring out-of-home advertising performance. They send out signals that smartphones can detect, allowing advertisers to pinpoint when consumers come into contact with their outdoor ads.

This data helps in understanding how effective a billboard or transit ad is at engaging potential customers. Beacons can track the duration of exposure and, through integration with mobile apps, provide insights about consumer behavior after seeing an ad.

They’re also useful for programmatic advertising as they enable real-time data collection and personalization opportunities. Marketers use beacon-triggered content to tailor messages that resonate more deeply with audiences on the move.

The versatility and precision of Bluetooth beacons make them indispensable tools in media planning and enhancing brand awareness among target demographics. Moving beyond just counting impressions. These devices delve into detailed audience engagement metrics needed for comprehensive OOH measurement strategies.

Next up is sensor/camera-based measurement – another innovative approach to capturing valuable advertising effectiveness data.

Sensor/Camera-Based Measurement

Sensors and cameras revolutionize how advertisers measure the impact of their outdoor campaigns. These devices capture real-time data on who is seeing an advertisement by analyzing foot traffic and viewing angles.

They work around the clock, providing valuable insights into consumer behavior near OOH advertising spaces.

Cameras equipped with advanced software can even determine demographic information like age range and gender, adding depth to the collected data. This helps brands tailor their marketing strategy more effectively and understand their reach among potential customers.

Moving on to other sophisticated devices, let’s explore how multi-sensor tracking plays a role in elevating OOH measurement techniques.

Key Metrics and Indicators for OOH Measurement

Diving into the nuts and bolts of how to measure OOH advertising efficacy, we’ll uncover key metrics that act as a compass for campaign performance. These indicators not only quantify reach but also hone in on audience specifics to illuminate engagement levels and drive smarter ad investments.


Counting impressions is a key step in measuring the performance of out-of-home (OOH) advertising. Each impression represents an opportunity for an ad to be seen by someone, which hints at the potential reach of your advertising campaign.

Industry standards set by organizations like Geopath help advertisers get accurate counts of how many people are likely to see their outdoor advertisements.

Advertisers use this data to gauge visibility and brand awareness within their target demographics. High impression numbers suggest that the ad successfully grabs attention in high-traffic locations, maximizing exposure to potential customers.

Let’s now look into audience demographics to better understand who sees these ads.

Audience Demographics

Audience demographics are a powerful tool in the world of OOH advertising. They go beyond simple head counts, diving into the specifics of who is actually seeing your ads. Marketers can use this data to understand age ranges, gender distribution, income levels, and even lifestyle interests of the people exposed to their outdoor campaigns.

This knowledge is crucial for tailoring messages that resonate with the intended audience and achieving effective brand awareness.

Knowing these details helps advertisers optimize their strategies and ensures they reach potential customers more precisely. Digital out-of-home (DOOH) technology enables real-time gathering and analysis of demographic information—a game changer for media planning.

By analyzing consumer behavior patterns, businesses can place outdoor advertisements at locations where their target demographic frequently passes by or gathers. The insights gained from audience research guide companies in making informed decisions about where to invest their advertising dollars for maximum impact on viewer engagement and ROI measurement.

Visual Attention

Visual attention in OOH advertising measures how many passersby actually look at an ad, not just who could have seen it. Eye-tracking technology and advanced cameras capture this data, revealing which ads grab people’s focus and for how long.

Marketers use these insights to craft messages that truly engage viewers, turning heads towards billboards or digital displays.

Recognizing the parts of an ad that command attention helps advertisers optimize their content for maximum impact. This critical metric isn’t just about numbers; it’s about understanding consumer behavior and refining your marketing strategy to resonate with audiences on a deeper level.

Next up, we’ll explore how visual engagement translates into actual effectiveness for outdoor campaigns.


After assessing visual attention, it’s crucial to dive into the effectiveness of OOH advertising. This involves analyzing how well your outdoor ads are achieving their intended goals.

Are they boosting brand awareness? Are people talking about your ad? Effectiveness is measured by the actions consumers take after seeing an advertisement. Look at sales figures, website traffic spikes, or increases in social media mentions.

Advertisers must track whether their efforts in out-of-home campaigns lead to a notable uptick in customer engagement and conversions. Tools for measuring this impact range from sophisticated data analysis techniques to real-life case studies that highlight successful strategies.

By connecting these insights with performance metrics like ROI measurement, businesses can fine-tune their marketing strategies for optimal results with OOH impressions.

Calculating the return on investment (ROI) for out-of-home (OOH) advertising is crucial because it tells businesses how effective their outdoor ads are in generating profits. Business owners examine costs versus earnings, often using data analysis tools to get a clear picture of financial gains from billboard or transit ads.

They factor in the expense of creating and placing an ad against the revenue generated by new customers who saw the ad. This ROI measurement helps marketers fine-tune their strategies, ensuring every dollar spent brings maximum impact.

By understanding which placements and creative designs yield a high ROI, advertisers can make more informed decisions during media planning. Smart investing in OOH advertising boosts brand awareness and consumer behavior insights, leading to improved performance and increased audience engagement.

Moving from evaluating ROI, let’s explore real-life case studies that demonstrate these measures in action.

Conclusion – How to Measure OOH Advertising

In summary, mastering OOH advertising and how to measure it’s success unlocks a treasure trove of insights for your campaigns. Embrace the cutting-edge devices and methods that make tracking performance a breeze.

Keep an eye on key metrics to gauge just how well your message resonates with audiences. Armed with data, propel your outdoor ads into new realms of effectiveness. Keep evolving, keep measuring—your brand’s impact on the world awaits!

1. What is OOH advertising?

OOH advertising stands for ‘Out of Home’ advertising, which includes billboards, bus stops ads, and digital banners in public places.

2. How can I track how many people see my OOH ad?

You can use technology like mobile data and traffic-counting cameras to estimate how many people see your OOH ad.

3. Can I measure the success of my OOH campaign?

Yes, you can measure the success by analyzing consumer actions after seeing your ad, such as website visits or sales increases.

4. Is it important to have a specific goal for my OOH advertising?

Having a specific goal helps you focus your message and makes measuring the success of your advertisement easier.

5. How do location and timing affect the effectiveness of my OOH ad?

The location’s visibility and foot traffic along with timing relating to events or seasons influence how effective an OOH ad will be.

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Out Of Home Advertising (OOH) – All You Need To Know In 2023

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It’s certainly an exciting time to be involved in the out of home advertising space. The demand for OOH campaigns has remained constant over previous years. Still, as we move into a new decade, the industry is understandably excited about what the future hold for real-world advertising.

A combination of tech advances with the traditional benefits of real-world ads has made the world of OOH unavoidable for many marketers and advertisers. We take a detailed look at the industry, where it’s been and what it might look like in the coming months and years.

Table of Contents

What is out of home advertising?

Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer’s home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it’s not on your mobile!), then you are most likely looking at some kind of OOH ad.

We all spend time outdoors, and with the growth of digital advertising , it can sometimes be hard to get your message heard. OOH solves this and is now combining with digital advancements to make it a powerful tool for advertisers and marketers.

Types of OOH advertising examples

digital OOH

Tube system, metro, and other travel locations

Street furniture, benefits of out of home advertising.

ooh advertising case studies

Out of home advertising can be a brilliant alternative to the world of online digital advertising . It can have limitations; for example, the rise of adblockers has meant that digital ads viewability isn’t always perfect. Combine this with the sheer amount of information that consumers are faced with online, and it’s easy to understand why digital advertising isn’t always the best solution.

With out of home advertising, this isn’t a problem. OOH ads are difficult to avoid, and they can have a significant impact on consumers due to their size and contrast to the real-world environment.

Alongside this, OOH has a positive effect as a complement to digital advertising. One study found that consumers are 48% more likely to interact with a digital ad after being exposed to an OOH ad first.

What you can do with out of home

Create impactful advertising campaigns.

The reason that advertisers love OOH advertising is due to the potential impact that it can have on consumers. They take notice of these large OOH ads.

OOH campaigns can’t be ignored, compared to TV, radio, or mobile, which can often be turned off, or the consumer can move to another channel.

Shania Brenson, the founder of 15M Finance , states that “OOH is booming now, so its importance for the company’s future success is undeniable in today’s competitive market. Investing in an impactful OOH campaign can be a smart financial decision for businesses that are looking for practical ways to increase their visibility and drive business growth.”

This means that advertisers can launch highly visual, impactful campaigns that attract the attention of consumers and allow brands to get their message to cut through.

Be creative

Out of home is a great place for creativity to thrive in the world of advertising. Large scale, impactful ad space is a fantastic place for creativity to thrive. Couple this with the need to provide a clear and lasting message, it’s perfect for testing some of your brand’s most creative ideas.

Combine this with the rise of data and new interactivity that is growing in the OOH space, and it’s easy to see why creativity is a key component of OOH campaigns.

Use location intelligently

Out of home advertising is extremely location-driven. Being in the real world, advertisers must consider where to place their ads to have the most significant impact.

With the rise of DOOH and other adtech stacks, advertisers can now do much more with location than previously available.

For example, it’s possible to understand, in real-time, the demographics of consumers that are nearby to OOH ad inventory. Based on this, advertisers can deliver dynamic ads that best suit the consumers at any given moment.

In the same way that digital marketing services have evolved to provide detailed insights and analytics into ad engagement and conversion, OOH advertising has now caught up. Campaign impressions can be measured, and attribution is now possible — all making OOH ads a powerful toolkit for any marketing department.

Purchasing in real-time

In previous years the purchase of OOH ad inventory was a laborious and time-consuming process. Today, digitization and innovation have meant that the time between purchase and viewability has been decreased to minutes.

This means that campaigns can be more adaptive and more likely to engage with consumer’s current surroundings and situations. For example, changing creatives based on the weather.

These advances have meant that the category is growing quickly amongst marketers and advertisers, with much of this growth being attributed to the digitization of the OOH space.

Trends in out of home advertising

ooh advertising case studies

The DOOH element of the industry is growing quickly. The industry is expecting to grow rapidly as the revolution that has swept across other areas of advertising and marketing to new heights reaches the OOH industry.

But what is everyone talking about in the industry? What are the trends that will dominate the following decade and beyond? We take a look at what we think will be the key trends as the industry grows and becomes more of a digital proposition.

While the majority of OOH inventory is physical, more digital screens are now a crucial part of OOH campaigns.

Digital screens are providing better optimization, and this means that advertisers can create more  personalized messaging . ON top of this, it’s possible to use different kinds of triggers to trigger a more dynamic form of  OOH advertising .

This innovation is no longer in its infancy, and advertisers have shown precisely how effective digital OOH can be. As well as this, they have demonstrated the scalability of DOOH.

Better and more accurate data is assisting in these innovations. Advertisers can now offer dynamic media based on the demographic and behavior of mobile devices in real-time.

Real-time advertising is critical, but in reality, it is part of a growing trend in which the industry is becoming a more reactive solution. The large amount of data that marketers now have at their disposal is fueling this. This versatility is driving OOH personalization and leading to fantastic results for advertisers that are using DOOH to achieve their goals.

Purchasing digital OOH media programmatically

A considerable advancement in the space is the Programmatic buying of OOH media.

This was previously a process between the advertiser,  digital marketing agency , and the owner of the OOH.

The buying of OOH inventory has not just become automated and available to buy instantly. Still, it is now available in many of the same platforms and locations that marketers can purchase their mobile or display ads. Because of this, advertisers can now build campaigns seamlessly across several channels and mediums, including OOH.

This real-time purchasing also facilitates the use of first and third-party data sets. Encompassing this into campaigns can have the same effect that it has had in the world of digital marketing, namely, maximizing personalization and boosting ROI .

Attribution and measurement

One of the areas where the OOH industry struggled in comparison to digital media is in the area of measurement. Marketers can see detailed insights into the effect that their digital campaigns are having on awareness and conversions, all quantifiable and easily visualized. But now data has enabled this for the OOH industry.

As a result, brands can now see the number of impressions an OOH ad has generated. Analytics and insights have moved on from using surveys to gauge these metrics.

But this innovation with data doesn’t end with impressions. Smart data can help to close the out of home attribution loop. Movement data around store visits can bring digital attribution to the offline world and OOH ads.

Tips for OOH campaigns

OOH advertising

As with any kind of marketing campaign , careful planning is crucial to make sure you get the most value from OOH advertising.

We live in a world where the smartphone can dominate attention. So breaking into that is a crucial goal of OOH campaigns. This is, as we have mentioned, becoming easier with the rise of DOOH and other interactive technologies.

Here are some essential tips to make sure that your OOH campaigns are a success, and you get the best return from your OOH budget.

Data is a key tool

One of the most significant transformations to hit the world of advertising and marketing has been the availability of data. This has led to better personalization, improved targeting, and more accurate measurement.

Make sure that where available, you are making use of data in your OOH campaigns. Understand what the options are to use your own datasets to improve your campaigns if buying OOH media programmatically look at how data can improve the results of your campaign.

For marketers, OOH is now an exciting place to be. Data is fuelling innovation and creating powerful DOOH campaigns.

We now have access to a large  data ecosystem  that wasn’t available ten years ago. These data sets have enabled advertisers to do more with their activities and campaigns.

However, the advertising is only as good as the data the fuels it. Marketers must be aware of the data they are using in DOOH.  Third-party data  needs to be highly vetted, and direct partnerships with 2nd party providers are a much better solution.

Try a shareable campaign

The best out of home advertising campaigns are designed to create a buzz. These campaigns work better when people are talking about and sharing them.

A great example is a recent campaign around the BBC TV series Dracula – the dynamic and provocative creative was widely shared on social media and became a viral sensation. All because it was the perfect blend of creativity and sharability.

Sometimes busier locations are better than more locations

It can be tempting to buy more sites or locations that are cheaper. But with OOH advertising, it can be much better to take a different approach.

To create the most impact, it can be better to choose a high traffic site that will reach as many people as multiple locations.

Less is more with OOH

With out of home, it’s important to make sure your message is simple. Less is more when it comes to OOH because most consumers will only look at your ad for a short period.

With a few seconds of attention, it’s important to keep the number of words to a minimum and to use visuals that are likely to grab attention. The aim is more to intrigue than to inform.

Advertisers and marketers

See what you can do with OOH, get started with a campaign, or get the data you need to create a campaign that will smash your goals.

Read more 👉

OOH companies, agencies and inventory providers

Want to offer a smarter solution for brands and advertisers? Get in touch for compelling attribution, measurement, and other data tools that will transform your OOH offering.

Learn more 👉

ooh advertising case studies

Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer's home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it's not on your mobile!), then you are most likely looking at some kind of OOH ad.

What are the main types of out of home advertising?

out of home advertising

The main types of OOH ads are billboards, Street furniture, POS displays, bus shelters, kiosks, and telephone boxes. As well as this all advertising in transport locations.

Why is out of home advertising important?

ooh advertising case studies

OOH advertising is important because it gives brands a chance to communicate with a large number of consumers with powerful messages.

James Ewen

James is the head of marketing at Tamoco

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OOH Advertising.

Ooh or out-of-home advertising is a form of advertising that is designed to reach consumers when they are out and about..

They can typically be found in public places such as transit systems, retail stores, or around your local city. OOH advertising can include a variety of different tactics. For example, billboards; bus and taxi wraps; transit shelters; digital displays; inflatables; and other forms of experiential advertising all are considered OOH advertising!

Times Square Billboards

What we offer.

Bus shelters, transit and 2 sheets.

Interstate billboard

Out-of-Home advertising is so important because it creates brand awareness while reaching a wide variety of people all within a quick span of time.

This eventually leads to the creation of more leads and sales. Additionally, the creation of an OOH revolves around its visibility. Because of this, and the fact that customers will see the advertisement every day, OOH ads become memorable and create a distinct image for your brand and its message. OOH ads can target specific audiences, allowing clients to reach their desired target audience quickly and efficiently.

Digital vs Static OOH Advertising.

Static billboards allow advertisers to display a single advertisement on a fixed, non-moving display. These displays are featured in high-traffic areas such as highways, streets, or prominent locations in cities. Advertisers select a display location, then pay for creative production and installation. Several benefits include long-term presence, consistent messaging, and a lack of distraction from other marketing messages. However, static billboards are more expensive and it can be difficult to install and update images. Static ads also risk viewer fatigue and outdated content as brands are unable to continuously optimize their content.

Digital billboards display ads on large LED screens, displayed in busy areas. Advertisers typically purchase a four-week campaign with 8-second ad slots where they place animated visual content. Since digital billboards are controlled remotely, advertisers can seamlessly switch between multiple variations of ads, adjust content to trends, and add interactive features. Additionally, marketers can collect data on viewership to update and optimize their campaigns. However, dynamic billboards are often more costly than static images and brands must share display time with other ads.

Digital and static billboards both present several advantages and disadvantages for advertisers. By adding an OOH display to its strategy, a brand can boost awareness, consideration, and action. Advertisers should determine which platform(s) will help them accomplish their business objectives, reach their target audience, and best serve their content creation capabilities. 

Digital versus traditional signage

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Billboards use their large size, visibility, and location to create brand awareness and recognition for consumers that cross their path! They create powerful visual messages that can help build brand loyalty and increase sales. Billboards stay in the same location for an extended period of time which also allows businesses to reach new potential customers daily. 

Why are they important?

Because of their high visibility, billboards can be used to target specific areas or demographics. They help businesses focus their messaging and grab the target audience’s attention.

Bus Shelters.

Bus shelters captivate potential customers who are waiting for a ride, driving in their car, or walking down a street. They are typically found in areas with a lot of foot traffic. Wherever you may see a bus stop, you can see this advertisement!

Businesses can reach a wide range of potential customers who are interested in their product or service, by displaying their brand on bus shelters. Bus shelters are the perfect opportunity for businesses to get the word out about their products and services to drive more sales.

Bus shelter advertising display


Newsstands are usually located in buzzing areas in a city or town center where people are most likely to see the company's advertisements. Some key places for newsstands can include airports, train stations, or retail stores! At a newsstand, you can find advertisements for new products, coupons, or just simply a business building brand awareness. Many newsstands feature digital advertising screens. These help businesses show off their products or services in a fun and interactive way! 

Newsstands are important for local marketing and especially for smaller businesses. Whether it be distributing flyers, newspapers, or brochures, companies can promote events, discounts, or other offers to residents in the area.

Transit and 2 Sheets.

Whether it be on buses, subways, train stations, or other public transportation, you will be able to find transit advertising. This type of advertising has a high visibility rate because it can reach a huge number of people every day.

2 sheets are large billboards that are typically placed in high-traffic areas, as well. They are useful for businesses that want to reach a wide audience in a specific geographic area. 

Transit and 2 Sheets help businesses advertise successfully by reaching a wide variety of people, both going and coming from places all around the world! Both methods are cost-effective and can be used to create a significant impression on potential customers.

Transit and two sheet advertisements

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Blog Hashbrown

The Fragmented State of OOH Advertising

Crumbling economy, lower ad budget and inherent mistrust built over a long period of time. OOH advertising has gone from the most effective branding tool to the bastard child of every marketing plan.

Hashbrown did not choose OOH, OOH chose Hashbrown 

It is often interesting how the world works. Hashbrown Systems would be the last company that the people running the Out-of-home business would think of, if they had to build a software product.  

Our software systems are precise, auditable, true to the purpose and not to be tempered with. Afterall we have been in the numbers and data game before they become the buzzword for every Tom, Dick and Harvinder, who was looking to gain foothold into the industry. 

To cut the long story short, when we were contracted by Bubna Advertising to build a monitoring and audit system, we were oblivious to the amount of pilferage that rot the system. We built an ooh monitoring system that empowered the agency to forge a bond of trust with the brands they worked with, and substantially grew their business.  

You may read about that journey here -  

Audit to Planning to Cameras 

With the expertise that we had and the experience that we gained, we tried to build a machine learning allocation tool tentatively called Furiosa and later on with encouragement from one of the leading Indian agencies built a data-driven planning tool called Compass, journey here for those interested -  

We also built – not imported – devices that would monitor Indian traffic in Indian conditions, as these videos will attest to the fact – 

In Delhi  

In Chandigarh Tri City Area 

In Ludhiana 

and why we did this? 

Because at Hashbrown Systems we build things, that is what we do, and there would be time for more of such declarations. It begs the question. 

The Response of the Industry 

The biggest mistake we made was to entrust our inventions in the hands of one of the big four. The women and men of science asked commission earning businessmen to take things forward and their greed ran into the crumbling economy.  

But that was not it, we met a whole of industry leaders and other people associated with it. They products were too transparent. There was very little room for price gauging. Was there a way to falsify numbers?  

Questions, that we at Hashbrown did not give the requisite answers to. 

From the very first day to this day, we have been aware of the shady business practices of the Out-of-home advertising Industry in India. We also understand that they have this cabal and another coterie of professionals, who meet every few months, pat each other on their back and set up another such assemblage.  

We have been part of some, we have observed some from a distance and now we have decided to plant our own flag and present the tools, software and solutions to those who would like to create a cleaner, effective and trustworthy Out-of-home business practices.  

To misquote Spanky from Little Rascals –  

 ‘All the money, regulation and power is a poor substitute for hard work, engineering and ingenuity’ 

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Hashbrown systems case studies, bubna advertising.

Our first case study briefly analyses the first outdoor monitoring and compliance system for the largest outdoor agency in India by volume.

Our OOH Audit & Monitoring System uses Machine Learning techniques and a uniquely crafted allocation model to optimize fund allocation for 88 billboard locations, a breakthrough in the Out-of-Home Advertising & Marketing industry.

Spotlight - Brand Sales & Distribution

An overview of digital transformation that employed cloud computing, data analytics, machine learning and location intelligence to create a constantly connected and data driven enterprise.

Building Digital Infrastructure for the Physical World

A triumphant tale of putting IOT to work for Out-of-home media owners and advertisers.

Broadband TV News

Independent. Since 2003

Now TV has launches Hong Kong’s first addressable TV advertising service

February 15, 2024 13.27 Europe/London By Julian Clover

ooh advertising case studies

The operator says it will be able provide a more personalised television viewing experience tailored to different user segments.

Personalised commercials will be available on more than 40 linear channels on Now TV spanning news, finance, sports, movies, drama and entertainment. Advertisers have the flexibility to push different ads to specific customer segments based on the target of their advertising campaigns, heightening customer engagement and attention. Among Now TV’s first addressable TV advertising clients are international luxury and automotive brands.

Bruce Lam, CEO, Consumer, HKT, said, “We are thrilled to introduce Hong Kong’s first addressable TV advertising service, revolutionising Hong Kong’s TV commercial landscape. This innovative technology empowers us to precisely target campaigns for enterprises, leveraging our extensive customer base and first-hand data. The initial results of the launch have been satisfactory, and we look forward to further expanding our advertising capabilities to drive even greater revenue growth.”

Derek Choi, Managing Director, Consumer Marketing & Pay TV, HKT, added, “Committed to introducing state-of-the-art services to the market, our new offerings combine the strengths of traditional TV big screen commercials and digital marketing, providing advertisers with the flexibility to deliver targeted commercials to specific customer segments to enhance customer engagement, and, in turn, increase their advertising cost efficiency.”

A study in 2021 found over half of surveyed media buyers said that their organisations are focused on improving the effectiveness of their TV campaign targeting through addressable TV advertising, in response to the ever-evolving media ecosystem and consumer behaviour.

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About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on Twitter @julianclover , on Facebook or by email at [email protected] .

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Fake and Explicit Images of Taylor Swift Started on 4chan, Study Says

The people on 4chan who created the images of Ms. Swift thought of it as a sort of game, the researchers said.

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Taylor Swift, wearing a white knit cap and a red jacket with the number 87 in white.

By Tiffany Hsu

Images of Taylor Swift that had been generated by artificial intelligence and had spread widely across social media in late January probably originated as part of a recurring challenge on one of the internet’s most notorious message boards , according to a new report.

Listen to This Article

Open this article in the New York Times Audio app on iOS.

Graphika, a research firm that studies disinformation, traced the images back to one community on 4chan, a message board known for sharing hate speech, conspiracy theories and, increasingly, racist and offensive content created using A.I.

The people on 4chan who created the images of the singer did so in a sort of game, the researchers said — a test to see whether they could create lewd (and sometimes violent) images of famous female figures.

The synthetic Swift images spilled out onto other platforms and were viewed millions of times . Fans rallied to Ms. Swift’s defense, and lawmakers demanded stronger protections against A.I.-created images.

Graphika found a thread of messages on 4chan that encouraged people to try to evade safeguards set up by image generator tools, including OpenAI’s DALL-E, Microsoft Designer and Bing Image Creator. Users were instructed to share “tips and tricks to find new ways to bypass filters” and were told, “Good luck, be creative.”

Sharing unsavory content via games allows people to feel connected to a wider community, and they are motivated by the cachet they receive for participating, experts said. Ahead of the midterm elections in 2022, groups on platforms like Telegram, WhatsApp and Truth Social engaged in a hunt for election fraud, winning points or honorary titles for producing supposed evidence of voter malfeasance. (True proof of ballot fraud is exceptionally rare .)

In the 4chan thread that led to the fake images of Ms. Swift, several users received compliments — “beautiful gen anon,” one wrote — and were asked to share the prompt language used to create the images. One user lamented that a prompt produced an image of a celebrity who was clad in a swimsuit rather than nude.

Rules posted by 4chan that apply sitewide do not specifically prohibit sexually explicit A.I.-generated images of real adults.

“These images originated from a community of people motivated by the ‘challenge’ of circumventing the safeguards of generative A.I. products, and new restrictions are seen as just another obstacle to ‘defeat,’” Cristina López G., a senior analyst at Graphika, said in a statement. “It’s important to understand the gamified nature of this malicious activity in order to prevent further abuse at the source.”

Ms. Swift is “far from the only victim,” Ms. López G. said. In the 4chan community that manipulated her likeness, many actresses, singers and politicians were featured more frequently than Ms. Swift.

OpenAI said in a statement that the explicit images of Ms. Swift were not generated using its tools, noting that it filters out the most explicit content when training its DALL-E model. The company also said it uses other safety guardrails, such as denying requests that ask for a public figure by name or seek explicit content.

Microsoft said that it was “continuing to investigate these images” and added that it had “strengthened our existing safety systems to further prevent our services from being misused to help generate images like them.” The company prohibits users from using its tools to create adult or intimate content without consent and warns repeat offenders that they may be blocked.

Fake pornography generated with software has been a blight since at least 2017, affecting unwilling celebrities , government figures , Twitch streamers , students and others. Patchy regulation leaves few victims with legal recourse; even fewer have a devoted fan base to drown out fake images with coordinated “Protect Taylor Swift” posts.

After the fake images of Ms. Swift went viral, Karine Jean-Pierre, the White House press secretary, called the situation “alarming” and said lax enforcement by social media companies of their own rules disproportionately affected women and girls. She said the Justice Department had recently funded the first national helpline for people targeted by image-based sexual abuse, which the department described as meeting a “rising need for services” related to the distribution of intimate images without consent. SAG-AFTRA , the union representing tens of thousands of actors, called the fake images of Ms. Swift and others a “theft of their privacy and right to autonomy.”

Artificially generated versions of Ms. Swift have also been used to promote scams involving Le Creuset cookware . A.I. was used to impersonate President Biden’s voice in robocalls dissuading voters from participating in the New Hampshire primary election. Tech experts say that as A.I. tools become more accessible and easier to use, audio spoofs and videos with realistic avatars could be created in mere minutes.

Researchers said the first sexually explicit A.I. image of Ms. Swift on the 4chan thread appeared on Jan. 6, 11 days before they were said to have appeared on Telegram and 12 days before they emerged on X. 404 Media reported on Jan. 25 that the viral Swift images had jumped into mainstream social media platforms from 4chan and a Telegram group dedicated to abusive images of women. The British news organization Daily Mail reported that week that a website known for sharing sexualized images of celebrities posted the Swift images on Jan. 15.

For several days, X blocked searches for Taylor Swift “with an abundance of caution so we can make sure that we were cleaning up and removing all imagery,” said Joe Benarroch, the company’s head of business operations.

Audio produced by Tally Abecassis .

Tiffany Hsu reports on misinformation and disinformation and its origins, movement and consequences. She has been a journalist for more than two decades. More about Tiffany Hsu

Explore Our Coverage of Artificial Intelligence

News  and Analysis

OpenAI announced that it was releasing a new version of ChatGPT that would remember all prior conversations with users  so it could use that information in future chats.

The F.T.C. outlawed unwanted robocalls generated by A.I. , amid growing concerns over election disinformation and consumer fraud facilitated by the technology.

Google has released Gemini, a smartphone app that behaves like a talking digital assistant as well as a conversational chatbot .

The Age of A.I.

Amid an intractable real estate crisis, fake luxury houses offer a delusion of one’s own. Here’s how A.I. is remodeling the fantasy home .

New technology has made it easier to insert digital, realistic-looking versions of soda cans and shampoo on videos on social media. A growing group of creators and advertisers is jumping at the chance for an additional revenue stream .

A start-up called Perplexity shows what’s possible for a search engine built from scratch with A.I. Are the days of turning to Google for answers numbered ?

Chafing at their dependence on the chipmaker Nvidia, Amazon, Google, Meta and Microsoft are racing to build A.I. chips of their own .

A.I. image generators are trained on other people’s artwork. Are the tools violating copyright in the process? A series of tests run with the technology suggests as much .


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  4. 6 Ways To Improve Your OOH Advertising + Examples

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  5. How Digital OOH Advertising Has Changed The World

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  1. "He Shoved Me" + Last Look at #Boundaries in College • #Podcast #Communication #TalkRadio


  1. Out-of-Home Advertising Case Studies

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  2. 7 of the most impressive examples of digital out-of-home advertising

    Out-of-home (OOH) advertising is one of the most cost-effective and far-reaching advertising channels. In recent years, more and more brands have turned to digital out-of-home (DOOH) to take the benefits of traditional OOH even further. October 16, 2020

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  8. Out of Home Case Studies

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  12. What can 3 fast-food giants teach us about effective OOH?

    What can 3 fast-food giants teach us about effective OOH? August 2021. This is a self-funded case study using our Advertising Testing solution. Out-of-home advertising (OOH) as a channel has faced significant headwinds over the last year or so, with its role diminished in a world of lockdowns, reduced travel, and remote working.

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  14. Resource Center

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    It answers the question: what did people do after seeing the ad? By tracking metrics such as sales increases, website visits, or app downloads that occur following exposure to an ad campaign. Attribution reporting provides insights into performance and ROI.

  18. Out Of Home Advertising (OOH)

    Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer's home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it's not on your mobile!), then you are most likely looking at some kind of OOH ad.

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  20. Hashbrown

    Our OOH Audit & Monitoring System uses Machine Learning techniques and a uniquely crafted allocation model to optimize fund allocation for 88 billboard locations, a breakthrough in the Out-of-Home Advertising & Marketing industry. Case study

  21. Now TV has launches Hong Kong's first addressable TV advertising service

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  23. Fake and Explicit Images of Taylor Swift Started on 4chan, Study Says

    Graphika, a research firm that studies disinformation, traced the images back to one community on 4chan, a message board known for sharing hate speech, conspiracy theories and, increasingly ...