OOH Delivers 2x the Performance Lift of TV, New OAAA and Kochava Study Finds

Why It Matters

The findings prove OOH can be treated as a measurable performance channel, reshaping media‑mix strategies and budget allocations for marketers seeking tangible ROI.

Key Takeaways

• OOH lifts in‑person outcomes 20%, double TV’s 10% median
• Digital conversions rise 14% with OOH, outpacing CTV and broadcast
• Ten exposures boost OOH‑to‑digital conversion rate 7.1× versus other media
• Retail, automotive, QSR see up to 25% median lift from OOH
• OOH sustains demand, weekly conversion spikes persist for seven days

Pulse Analysis

The new OAAA‑Kochava report underscores a shift in how advertisers evaluate out‑of‑home (OOH) media. By analyzing device‑level data from hundreds of campaigns, the study quantifies OOH’s ability to drive both foot‑traffic and digital actions, delivering a median 20% lift in store visits and a 14% lift in website or app engagements—roughly twice the incremental lift recorded for connected TV and broadcast television. These numbers give marketers a data‑backed rationale to place OOH alongside traditional performance channels in media‑mix models, rather than treating it solely as a reach‑only vehicle.

A standout insight is the outsized impact of frequency. The research shows a 7.1‑times increase in OOH‑to‑digital conversion rates when exposures rise from one to ten, the steepest curve among all media types measured. Unlike many digital platforms where additional impressions quickly yield diminishing returns, OOH’s passive, contextual nature appears to reinforce brand consideration without causing irritation. Moreover, the study identifies a recurring seven‑day conversion cycle, indicating that OOH continues to influence consumer behavior well beyond the initial exposure window—an advantage that traditional short‑window attribution often overlooks.

For the industry, the implications are clear: OOH is emerging as a high‑performing, measurable medium, especially in retail, automotive and quick‑service restaurant verticals where lifts can reach 25%. Brands that integrate OOH into performance‑driven campaigns can capture both immediate and sustained demand, improving overall ROI. As marketers prioritize accountability and efficiency, OOH’s proven lift and durable impact are likely to drive increased spend and more sophisticated attribution models, cementing its role in the modern advertising ecosystem.