14th July 2025

Unlocking the Performance Power of DOOH: How It Delivers Real, Measurable Gains for Advertisers

At Skyrise, effectiveness isn’t just a buzzword — it’s our foundation.

Whether we're planning a campaign or shaping our products, we’re laser-focused on media effectiveness. To put that to the test, we looked at a series of measurement studies using our geo-based control vs. exposed methodology. These studies tapped into clients’ first-party CRM data to measure the real, incremental impact of advertising on hard business outcomes like sales and leads.

Our goal? To see how Digital Out-of-Home (DOOH) stacks up when it comes to driving performance. Here’s what we found:

 

DOOH Makes a Measurable Difference

Every campaign we looked at showed a performance uplift in areas exposed to media — but in 71% of the campaigns analysed, locations with DOOH stood out. These DOOH-exposed areas didn’t just perform well — they performed better. On average, they delivered an uplift that was 11 to 16 percent higher than areas exposed only to other channels. It’s a strong signal that DOOH consistently adds something extra — turning solid results into standout ones.

On average sales, leads or acquisitions grew to a greater extent in locations exposed to DOOH. There was also a stronger carry-over effect in the 4 weeks post campaign. 

DOOH Supercharges Multi-Channel Campaigns

Some of the strongest results we’ve seen come when DOOH is teamed up with other formats — particularly audio and mobile display. In a gym membership campaign, adding DOOH to the mix pushed uplift from an already impressive 102.4% to a huge 117.7%. A financial services campaign told a similar story — the combo of DOOH, audio, and display delivered a 21.3% uplift compared to 6-7% uplift in locations exposed to DOOH or audio alone. These results make one thing clear: DOOH thrives as part of a media team. Its high-impact, real-world presence works hand-in-hand with the targeted precision of audio and display, creating campaigns that are not just well-rounded — but high-performing.

The Impact Lasts Beyond the Campaign

DOOH isn’t just a spark during the campaign — it keeps the momentum going afterwards. In campaigns like Woodland Trust and RSPCA, uplift didn’t just plateau once activity stopped; it stayed higher for longer in areas exposed to DOOH. On average, locations that saw DOOH, audio, and mobile display experienced a 32% uplift post-campaign — compared to 26% in areas with just audio and mobile. That extra edge suggests DOOH plays a powerful role in reinforcing brand messages, building familiarity in the real world, and keeping brands top of mind even after the ads come down.

It Works Across Different Sectors

What’s striking is that DOOH’s effectiveness held up across a wide range of categories — from charities like the RSPCA, to health campaigns for Diabetes UK, to financial services and gyms. No matter the vertical or creative style, DOOH kept showing up as a reliable driver of uplift. It’s a sign that it’s not just a niche channel — it’s a flexible, scalable tool that delivers real results.