Public video makes an impact: Budget efficient and lasting

Recent research shows the impact of public video on awareness and consideration within a comprehensive modeling across diverse campaigns in which public video has been used:

Efficient budget use:

-Relative to advertising spend, public video achieves the best normalized advertising impact in terms of ad awareness and consideration compared to TV and online advertising*.

-The cost of an additional % point in awareness is 2.7 times higher for TV advertising than for public video, and a corresponding increase in consideration is even 7.3 times more expensive


-DOOH shows the strongest medium-term effects on awareness and consideration after more than four weeks.

-Although online advertising is very efficient in achieving high KPI values for awareness and consideration, it has a shorter-term effect than DOOH!


That’s how loud soundless advertising is

Advertising recall:

-Advertising on PV Station Screens and Infoscreens as well as soundless social media spots achieve the highest unaided (Infoscreen with 64% vs. TV with 41%) and aided advertising recall (Infoscreen with 73% vs. TV with 66%).

Spot liking, ad perception and brand image: DOOH does not interfere!

-Spots liked on DOOH screens: Station (56%) and Infoscreen (54%) perform significantly better than TV (49%) and social media (44%)

-Positive perception: respondents find advertising on PV screens more eye-catching, more credible, more convincing, of higher quality and more entertaining than TV spots and advertising on social media

-Better for image: DOOH makes brands more likeable, interesting and modern

Message comprehension and activation:

-DOOH results in slightly lower message comprehension than TV spots with sound, but proves significantly higher activation performance at up to 37% (TV: 24%)


*Ad Awareness: Ad has been seen; Consideration/Relevance: Brand will be considered for next purchase in this product category

Source: Ströer PV Impact Study 2022/2023: Awareness and Consideration Modeling, GroupM, [m]SCIENCE, February 2023.

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