DOOH Advertising

OOH delivers double performance lift compared to TV

Photo: Sergii Figurnyi - stock.adobe.com

May 21, 2026

Summarize with

Out of home digital advertising delivers twice 2x the performance lift of TV, according to a study from The Out of Home Advertising Association conducted in partnership with Kochava.

The data reflects OOH advertising's role as a high-performing, measurable media channel in today's outcome-driven marketing landscape, according to a press release.

Kochava is a provider of real-time data solutions powering outcomes across every marketing channel.

The report, "OOH - A Valuable Performance Medium," analyzed device-level data across hundreds of campaigns spanning seven verticals, including retail, automotive, quick service restaurants, and media and entertainment.

"At a time when marketers are under pressure to prove performance, this study makes one thing clear: OOH delivers," Anna Bager, president and CEO of OAAA, said in the release. "The channel is no longer just about reach and awareness. It is a powerful driver of real-world and digital outcomes, with a measurable impact that stands up against other major media channels."

The study found that OOH consistently outperforms both connected TV and broadcast television in driving incremental lift.

Campaigns leveraging OOH delivered a median lift of 20% for in-person outcomes and 14% for digital outcomes, compared to approximately 10% for both CTV and broadcast TV.

"What stood out in this analysis is how clearly OOH drives measurable, incremental outcomes across both physical and digital environments," Grant Simmons, VP, Kochava Foundry, said in the release. "When you combine sustained engagement and more comprehensive attribution windows, the performance story becomes much more complete. OOH is not only competitive with other channels, it consistently delivers stronger impact when measured holistically."

One of the most significant drivers of OOH effectiveness is frequency. OOH to digital action outcomes show a 7.1x conversion rate increase from 1 to 10 ad exposures — the steepest frequency curve of any media type measured.

Unlike other channels that see a rapid drop-off after initial exposure, OOH delivers sustained engagement over time. The study highlights a recurring seven-day cycle in consumer response, where conversions resurface on a weekly basis following ad exposure.

DOOH Advertising