October 23rd, 2026
For brands investing across TV, social and digital, improving campaign effectiveness isn’t always about adding another channel. It can be about making the media you already buy work harder.
Research from the IPA, Ebiquity and neuroscience studies suggest that premium DOOH can do just that: strengthening the impact of other media while building brand value in its own right.
OOH delivers disproportionate business impact
Analysis of the IPA Effectiveness Databank found that campaigns using OOH achieved 89% higher fame, 50% higher esteem and 40% higher awareness than campaigns without it.1
The business effects were even stronger among brands investing at least 15% of their media budget in OOH. These ‘power users’ saw a 17% uplift in sales value, a 25% uplift in short-term sales activation and a 25% uplift in profit gain.1
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When the media becomes part of the message
Advertising communicates more than what a brand says. Where it appears matters, too.
The scale, visibility and quality of an environment can signal qualities such as confidence, credibility and success, shaping how audiences perceive a brand. Research using EssenceMediacom’s Media Mix Navigator2 found a strong relationship between a channel’s signalling strength, long-term brand value and its ability to enhance other media investments.
For premium DOOH, this means more than delivering an impression. The environment itself can strengthen the impression a brand makes.
The opportunity, then, is not simply to add another touchpoint. It’s to increase the effectiveness of the wider media plan.
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Make other channels work harder with the OOH multiplier effect
TV: extend the impact of broadcast
OOH offers a complementary way to extend broadcast reach and reinforce a campaign beyond the TV screen.
IPA research found that, among OOH ‘power users’ the business effects of TV and VOD increased by 21%.1 Ebiquity research similarly found that TV’s impact on sales increased as much as 35% when supported by OOH.3
As Dave Singleton, Head of Media Investment at People’s Postcode Lottery explains:
“With the fragmentation of television viewing impacting linear TV reach we turned to OOH as a complementary extension of our broadcast strategy, offering the added benefit of precise targeting for our growth audiences.”
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Social: premium DOOH can prime your strategy
In crowded social environments, a brand that audiences have already encountered can have a clear advantage.
Our neuroscience research found that seeing a premium DOOH campaign before encountering the same campaign on social increased memory of the social campaign by 5% and dwell time by 32%.4
Showing the real-world DOOH campaign in social posts also increased time spent looking at the post by 54% and emotional intensity by 18%, compared with standard brand imagery.4
The result is a two-way effect: DOOH builds familiarity before audiences reach the feed, while social extends the life of the physical campaign.
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Digital: turn exposure into brand building
Premium DOOH can also strengthen the impact of digital activity by creating a more memorable brand encounter before the online interaction.
Our neuroscience research found that DOOH, used as a primer for mobile generated a 36% stronger audience response than TV.5 The IPA data also points to a wider multiplier effect: OOH ‘power users’ saw the business effects of search increase by 129% and online video by 27%.1
Full motion DOOH can bring the impact of video into the physical world, helping digital first creative work harder for brand building while priming audiences for subsequent online exposure.
What can this look like with Ocean?
Making channels work harder together doesn’t have to mean creating separate campaigns for each one.
Ocean Creator shows how premium DOOH and social can be connected from the outset. Through Ocean Studio, brands can select a pre-defined Creator network or 3D DeepScreen® solution, choose relevant creator talent, develop and approve the creative concept, then distribute content through organic and paid social and amplify on DOOH.
One idea can work across multiple environments, with each playing a distinct role: creator content brings authenticity and relatability, social extends the campaign into the feed and premium DOOH delivers high impact, real world exposure.
The result is a connected campaign designed to create more opportunities for audiences to encounter, engage with and remember the brand.
Make your media plan work harder
For brands already investing across TV, social and digital, premium DOOH offers an opportunity to get more from the media mix, extending TV, priming social, strengthening digital and building brand value through the power of the environment itself.
The opportunity isn’t to choose one channel over another. It’s to plan them to work harder together, with premium DOOH playing an active role from the start.
Prime before you amplify.
Contact sales.enquiries@oceanoutdoor.com for more information on how premium large format can transform your next campaign.
Sources
[1] *Versus those not using OOH -IPA databank case studies 2014-2024. “Standing on the Shoulders of Giants Part 2”.
[2] WPP/Essence Mediacom Media Mix Navigator
[3] Ebiquity, ‘Creating a better media world together – performance for today, branding for tomorrow’, 2023
[4] NeuroInsight/Ocean Outdoor ‘DOOH – The Vital ingredient’, 2023
[5] Ocean Outdoor / Neuro Insight, ‘Part 2: Beyond Out of Home’, 2015
