Impact of Moving Out-of-Home Media on Campaign Performance

This white paper presents a collaborative research initiative conducted by Firefly and Reveal, exploring the effects of integrating moving and stationary out-of-home (OOH) media on campaign performance. The study's objective is to quantify the performance impact of mixing these media types, establishing baseline metrics for future analyses, and offering recommendations for optimal integration strategies. Key findings indicate that campaigns combining moving and stationary OOH displays can enhance engagement rates and foot traffic significantly compared to those using only stationary formats. This research utilizes a controlled experimental design to analyze audience exposure across diverse markets, measuring key performance indicators such as foot traffic conversions and digital engagements. The implications for media planning are considerable, suggesting that traditional budget allocation models may need revision to account for the synergistic effects of combined media formats. This document serves as the first in a series aimed at providing empirical evidence on the advantages of strategic media integration in the evolving OOH landscape.