Adrian J Cotterill, Editor-in-Chief
Advertisers relying on billboards and other stationary out-of-home (OOH) formats can significantly boost their campaign ROI by adding moving OOH into the mix, according to a new study released by Reveal.
The white paper, The Amplifying Effect: How Moving Out-of-Home Media Inclusion Enhances Campaign Performance, analyzed campaigns across 10+ markets and more than 400,000 participants.
Based on the study, media campaigns that paired digital taxi tops with stationary formats such as billboards compared directly to stationary-only executions showed:
- 50%–100% higher lift
- Audiences up to 2.5x more likely to act
- Consistent amplification effect across different campaign objectives
Reveal independently validated the results through rigorous testing, including matched control groups, lift analysis, and statistical significance.
“Our role was to rigorously and impartially measure the performance of these campaigns,” said Jon Frangakis, CCO of Reveal. “Because we maintain neutrality even with our own customers, all sides of the industry trust our results and this data clearly shows that when OOH formats work in concert, performance is amplified offering advertisers evidence-based insights for planning and measurement.”
The white paper outlines actionable recommendations for advertisers, agencies, and media owners, including optimizing budget allocations, designing integrated creative strategies, and adopting measurement models that capture cross-format interactions. This release marks the start of an ongoing research initiative exploring how integrated OOH strategies reshape the future of advertising effectiveness.
“Advertisers shouldn’t think of billboards or moving OOH in isolation,” said Altug Simsek, Chief Business and Strategy Officer at Firefly. “Together, they work as a force multiplier. By integrating our moving formats like digital taxi tops with traditional stationary OOH, brands get measurable amplification that can’t be achieved with stationary alone. Firefly is proud to lead the industry in proving this multiplying effect and ensuring every client and agency can unlock its full potential”.
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