DOOH Marketing
Halo Effect
+27% Cross-Channel Performance Lift
Campaign Objective
A multi-channel retailer measured the impact of adding DOOH to an existing digital media mix. The test compared markets with DOOH support against digital-only markets over a 12-week period.
Venue Types Used
Audience Targeting Approach
Matched market test design with DOOH-exposed markets vs. control markets running identical digital campaigns. The measurement partner matched exposure to digital engagement at the market level.
Results
+27%
Social Ad CTR Improvement
+31%
Display Ad Performance Lift
+19%
Paid Search Conversion Lift
How this was measured: A 12-week matched-market test compared DOOH-supported markets with digital-only control markets running identical digital campaigns. This result sits above our 3–15% benchmark range for visit lift; see how to read lift figures.
Insight
The halo effect is DOOH's most undervalued capability. Adding out-of-home to an existing digital mix doesn't just add reach — it amplifies the performance of every other channel. Social ads perform better when the audience has been pre-exposed via DOOH. Search converts at higher rates. Display engagement increases. DOOH is the rising tide that lifts all digital boats.
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