DOOH proves effective video mix partner as new study reveals 90% recall rates

Digital out-of-home advertising significantly enhances video campaign performance when combined with TV and online video, with optimal contact mixes achieving up to 90% assisted advertising recall. According to the Moving Image Equivalence Study (BÄS), published on August 25, 2025, DOOH emerges as a crucial component for comprehensive video advertising strategies addressing fragmentation challenges in today's media landscape.

The comprehensive study, conducted by Facit Research on behalf of Mediaplus and media companies Ströer and WallDecaux, analyzed 1,200 participants through realistic media consumption simulations. The research examined mono-media campaigns versus cross-media combinations across TV, DOOH, instream and outstream video formats. The findings establish concrete effectiveness indices for video advertising planning processes.

Advertisers, agencies and marketers face mounting pressure from fragmentation and stagnating reach. New video strategies are essential for maintaining campaign effectiveness in an increasingly dispersed media environment. The German market contains approximately 111,000 DOOH screens, providing substantial format diversity across indoor and outdoor locations.

Cross-media combinations outperform mono campaigns

The study reveals significant differences between contact types. Media combination and contact frequency prove decisive factors in maximizing advertising impact. Mixed-media approaches consistently outperform mono-media campaigns across all tested combinations.

Four mono-contacts via TV achieve 80% assisted advertising recall, while instream delivers 73%, outstream 59%, and DOOH 52%. However, cross-media combinations demonstrate superior performance. A TV and DOOH combination with equal distribution (2+2) generates 90% recall rates. Weighting toward TV (three TV contacts plus one DOOH) produces 89% recall, while the inverse ratio achieves 86%.

Digital-only combinations also deliver strong results. Three DOOH contacts combined with one outstream contact achieve 71% assisted recall, while DOOH plus instream reaches 74%. These findings demonstrate viable pathways for video advertising without traditional television inclusion.

Mixed-media effectiveness extends beyond dual combinations. The TV + DOOH combination emerges as particularly powerful, with optimal distribution strategies achieving consistent performance across various contact frequencies.

Brand awareness measurements support DOOH integration

Unaided brand awareness testing reveals strong performance for DOOH-inclusive strategies. Three DOOH contacts supplemented with one additional contact via TV, instream or outstream produce differentiated results. The TV plus DOOH combination achieves 89% unaided brand awareness, while digital combinations reach 78% (DOOH plus outstream) and 80% (DOOH plus instream).

The digital-only video mix performs comparably to TV-inclusive strategies for established brands. This finding suggests opportunities for brands to maintain effectiveness while adapting to shifting viewing patterns toward streaming platforms.

Performance differences become more pronounced in activation metrics. In lower-funnel measurements, digital combinations outperform TV mixes. DOOH plus outstream generates 58% activation rates, while DOOH plus instream achieves 57%. The TV and DOOH combination produces 53% activation, indicating stronger performance for established brands through pure digital approaches.

Technical methodology establishes planning framework

The research employed computer-assisted personal interviews with realistic media consumption simulations. DOOH exposure included both waiting situations and passage scenarios lasting approximately 15 minutes. Participants experienced indoor and outdoor environments in Hamburg and Munich through digital display installations.

Online video testing simulated natural usage conditions across desktop and mobile devices for minimum 12-minute periods. Three target brands from retail, consumer electronics and FMCG sectors were tested alongside 20 distractor brands to ensure measurement validity.

The study design incorporated mono-contacts, multiple contacts, and cross-media test groups. DOOH testing used standard 10-second formats, while instream employed non-skippable pre-roll 20-second advertisements. Outstream testing utilized mobile sticky video footer and top scroller formats for standard 20-second durations.

Modeling methodology combined study measurements with established external data sources. TV data incorporated modeled values from Best4Tracking 2022 and 2023 for retail and food sectors. Other media utilized interpolation procedures based on collected mono and mix contacts.

Planning implications for video advertising strategies

The study provides broadly applicable effectiveness indices for DOOH integration with TV and online video. Data-driven decisions regarding media mix and budget allocation become possible depending on client objectives in upper or lower funnel applications.

Upper funnel effectiveness indices establish DOOH's planning value. Four DOOH mono-contacts achieve an index of 65, while three DOOH plus one TV contact reaches 111. Three DOOH plus one instream contact achieves 108, and three DOOH plus one outstream contact reaches 93.

Lower funnel activation indices demonstrate consistent DOOH effectiveness. Four DOOH mono-contacts establish a baseline index of 100. Three DOOH plus one outstream contact achieves 118, while three DOOH plus one instream contact reaches 116. Three DOOH plus one TV contact produces an index of 108.

The insights gained from optimal DOOH, instream and outstream dosage integrate into operational planning processes. Media performance and impact calculations enable efficiently controlled overall mixes tailored to target groups, budgets and communication goals.

For established brands, this creates more efficient opportunities for video planning. The three-tier data framework of reach, effectiveness and budget enables comprehensive campaign optimization.

Industry implications for digital advertising evolution

The findings arrive as digital advertising infrastructure experiences significant transformation. Google announced new requirements for Connected TV and DOOH inventory, with publishers facing May 1, 2025 compliance deadlines for enhanced monetization standards.

Programmatic DOOH adoption accelerates globally, with approximately 9% of global DOOH advertising spend now traded programmatically. Recent partnerships between major media owners and supply-side platforms demonstrate expanding capabilities for data-driven campaign execution across European markets.

The streaming ecosystem continues fragmenting traditional television viewing patterns. Nielsen data shows streaming officially surpassed broadcast and cable TV combined for the first time in May 2025, reaching 44.8% of total television consumption. This milestone underscores the importance of understanding cross-platform video effectiveness.

Connected TV advertising spending projections indicate continued growth, with industry analysts expecting budgets to double from 14% to 28% of total media spending between 2023 and 2025. Advanced targeting capabilities demonstrate 88% longer attention performance compared to traditional YouTube advertisements.

Michael Noth, Co-CEO of Ströer Media Solutions, states: "The study's findings are clear: mono-moving image campaigns are a relic of the noughties. Digital out-of-home combines massive reach with high advertising impact and, at the same time, noticeably boosts all channels used in the moving image mix."

Andreas Prasse, Managing Director of Marketing, Sales, Digital & Data at WallDecaux, explains: "DooH already accounts for more than 50 per cent of the revenue share in our premium portfolio. The results of the moving image equivalence study now provide valid proof that broadly based moving image campaigns are essential in an increasingly fragmented media landscape."

Marketing community implications

The research provides concrete impact indices enabling direct efficiency comparisons between channel combinations using assisted advertising recall and activation key performance indicators. This addresses a fundamental challenge in video advertising planning where different platforms utilize varying measurement methodologies.

Programmatic buying platforms continue expanding DOOH capabilities, with major demand-side platforms introducing map-based planning interfaces across 15 markets. Global DOOH spending forecasts project over £14 billion ($19 billion) in 2025, rising to £18 billion ($25 billion) by 2029.

For media planners, the study establishes that contact effectiveness varies significantly based on combination and frequency. The traditional assumption that all contacts work equally proves incorrect in practical applications. Optimal combination strategies maximize effectiveness across upper and lower funnel objectives.

Andrea Malgara, Managing Partner Mediaplus, explains: "The moving image equivalence study maps another part of the moving image cosmos and takes cross-media moving image planning to a new level. This gives us a valid database for supplementing TV and online video campaigns in a targeted manner and in the optimal dosage through DooH."

The insights enable integration of DOOH into impact-standardized effective reach calculations across all media. Customers receive tailor-made video mixes based on concrete and comparable impact indices rather than traditional reach metrics alone.

Industry measurement standards continue evolving as major advertising registries implement unified ad tracking systemsacross Europe and the United States. These developments support more sophisticated cross-platform campaign attribution and frequency management.

The study occurs during a period of increasing regulatory focus on DOOH advertising standards, with technical requirements for programmatic monetization becoming mandatory across major advertising platforms.

The research demonstrates broader video campaign strategies become essential as fragmentation increases. The BÄS proves the incremental impact DOOH delivers in combination with TV and online video, suggesting traditional TV-online video duos should evolve into trios including DOOH components.

Against increasing fragmentation, future video campaigns require broader channel integration. The BÄS provides concrete effectiveness indices making individual channel combination efficiency directly comparable. In upper funnel applications, TV plus DOOH combinations lead performance metrics. In lower funnel applications, online video complements DOOH most effectively.

An optimized full funnel approach combining TV, DOOH and online video can specifically support both brand building in upper funnel stages and activation in lower funnel conversions. Concrete effectiveness indices provide valid planning foundations for DOOH in video mixes, enabling superior video campaign performance.

Strategic recommendations for advertisers

The Moving Image Equivalence Study establishes specific planning frameworks for advertisers seeking optimal video campaign performance. According to the research findings, traditional mono-media approaches no longer deliver sufficient effectiveness in fragmented media environments.

Upper funnel optimization strategies

For brand awareness objectives, the TV plus DOOH combination demonstrates superior performance across all tested scenarios. Advertisers should prioritize three TV contacts combined with one DOOH exposure to achieve 89% assisted advertising recall. Equal distribution strategies (two TV plus two DOOH contacts) generate 90% recall rates, representing the study's peak performance metric.

The data indicates diminishing returns beyond four total contacts per campaign. Advertisers operating with budget constraints should focus on optimal contact distribution rather than total volume increases. Three-to-one weighting toward TV provides cost-effective reach maximization while maintaining strong DOOH amplification effects.

Digital-only strategies prove viable for brands with established television presence seeking reach extension. Three DOOH contacts combined with one instream exposure achieve 74% assisted recall, while DOOH plus outstream combinations reach 71%. These approaches enable budget reallocation from traditional television toward programmatic channels.

Lower funnel activation approaches

Activation metrics reveal different optimal combinations than awareness strategies. DOOH plus outstream combinations achieve 58% activation rates, outperforming TV-inclusive approaches by five percentage points. This finding suggests digital video formats complement DOOH more effectively for conversion-oriented objectives.

Instream video demonstrates consistent activation performance when combined with DOOH, achieving 57% activation rates. Advertisers targeting specific audience segments should leverage instream's precise targeting capabilities alongside DOOH's broad reach characteristics.

The research establishes that pure digital combinations outperform traditional TV mixes for established brands seeking lower funnel performance. Advertisers should consider shifting budget allocation toward DOOH and online video combinations rather than maintaining TV-centric strategies for conversion objectives.

Budget allocation considerations

The effectiveness indices provide concrete planning metrics for budget distribution decisions. DOOH achieves a baseline effectiveness index of 65 for four mono-contacts, while mixed-media approaches demonstrate significant multiplier effects. Three DOOH plus one TV contact produces an index of 111, representing 71% performance improvement over DOOH alone.

Budget optimization requires balancing reach costs against effectiveness gains. TV delivers high individual contact effectiveness but commands premium pricing. DOOH provides cost-effective reach extension with measurable amplification effects when combined with other video formats.

Programmatic DOOH purchasing enables dynamic budget allocation based on real-time performance data. Advertisers should implement automated bidding strategies that adjust DOOH investment based on campaign performance metrics rather than fixed allocation percentages.

Campaign timing and frequency strategies

The study demonstrates that contact frequency significantly impacts campaign effectiveness across all media combinations. Two-contact campaigns consistently underperform four-contact approaches, but effectiveness gains plateau beyond optimal frequency levels.

Advertisers should implement sequential exposure strategies rather than simultaneous contact delivery. DOOH placement during high-traffic periods amplifies subsequent TV or online video exposure effectiveness. Morning commute DOOH exposure enhances evening television contact performance according to the research methodology.

Frequency capping becomes critical for mixed-media campaigns to prevent audience fatigue. The study suggests optimal effectiveness occurs within 48-hour contact windows, with extended exposure periods reducing overall campaign impact.

Creative optimization requirements

Mixed-media campaigns require format-specific creative adaptations while maintaining consistent messaging. DOOH creative must function effectively without audio components, utilizing visual storytelling techniques that complement subsequent video exposures.

The research indicates that creative consistency across channels enhances overall campaign recall. Advertisers should develop unified visual languages that translate effectively across DOOH, TV, and online video formats while respecting each medium's technical constraints.

Motion graphics perform more effectively than static imagery in DOOH placements according to the study's methodology. Advertisers should prioritize animated creative elements that capture attention during brief exposure windows typical of outdoor environments.

Measurement and attribution frameworks

The BÄS establishes standardized measurement approaches for cross-media video campaigns. Advertisers must implement comprehensive attribution systems that account for DOOH's amplification effects on other video formats rather than treating channels as independent performance drivers.

Assisted advertising recall provides more accurate campaign effectiveness measurement than traditional reach metrics. Advertisers should prioritize recall-based key performance indicators over impression-based metrics when evaluating mixed-media video campaigns.

Real-time optimization requires continuous performance monitoring across all campaign elements. The study's findings support dynamic campaign adjustments based on cross-channel performance interactions rather than individual channel optimization.

Implementation priorities for 2025

Market conditions indicate accelerating fragmentation across video consumption patterns. Advertisers should begin mixed-media campaign testing immediately rather than waiting for complete market transition. Early adoption provides competitive advantages as traditional mono-media approaches decline in effectiveness.

Programmatic infrastructure development enables more sophisticated campaign management capabilities. Advertisers should invest in demand-side platform integrations that support unified DOOH and online video campaign execution.

The research suggests that brands maintaining mono-media video strategies will experience declining effectiveness throughout 2025. Mixed-media adoption becomes essential for maintaining competitive performance levels rather than optional enhancement strategies.

Timeline

• August 25, 2025 - Moving Image Equivalence Study published demonstrating DOOH effectiveness in video advertising mixes
• May 1, 2025 - Google implements new requirements for CTV and DOOH inventory monetization standards
• March 16, 2025 - Google announces enhanced CTV and DOOH requirements for publishers
• February 2020 - DAX exchange begins including DOOH inventory alongside audio advertising
• 2018 - Global enters outdoor advertising market, adding 235,000 screens to portfolio
• 2014 - DAX launched initially as Digital Audio Exchange before expanding to include DOOH

Summary

Who: Research conducted by Facit Research on behalf of Mediaplus and media companies Ströer and WallDecaux, analyzing 1,200 participant responses

What: Moving Image Equivalence Study examining digital out-of-home advertising effectiveness in combination with TV, instream and outstream video formats, establishing concrete planning metrics

When: Study published August 25, 2025, with research conducted through realistic media consumption simulations in Hamburg and Munich

Where: German market analysis covering 111,000 DOOH screens across indoor and outdoor locations, with findings applicable to broader European advertising markets

Why: Addresses fragmentation challenges and stagnating reach in video advertising, providing data-driven planning framework for optimal media mix strategies and budget allocation decisions