Digital Out-of-Home (DOOH) advertising proves to be an effective video companion, according to a recent study, with recall rates reaching an impressive 90%.
In a groundbreaking study published on August 25, 2025, the Moving Image Equivalence Study (BÄS) by Facit Research, commissioned by Media Rating Council (MRC) and Video Advertising Bureau (VAB), and published by Nielsen, has revealed that Digital out-of-home advertising (DOOH) plays a crucial role in modern video advertising strategies.
The research, conducted on 1,200 participants through realistic media consumption simulations, provides data-driven decisions regarding media mix and budget allocation for video advertising strategies. The study found that DOOH, when combined with other video formats, achieves significant multiplier effects, outperforming traditional TV mixes for established brands seeking lower funnel performance.
For upper funnel applications, the study found that TV plus DOOH combinations lead performance metrics. In particular, three TV contacts combined with one DOOH exposure achieved an impressive 89% assisted advertising recall. For brand awareness objectives, three DOOH contacts combined with one instream exposure achieved 74% assisted recall, while DOOH plus outstream combinations reached 71%.
Motion graphics were found to perform more effectively than static imagery in DOOH placements. In lower funnel applications, DOOH plus outstream combinations achieved 58% activation rates, outperforming TV-inclusive approaches by five percentage points.
The study also suggested that optimal effectiveness occurs within 48-hour contact windows, with extended exposure periods reducing overall campaign impact. Programmatic DOOH adoption is also on the rise, with approximately 9% of global DOOH advertising spend now traded programmatically.
Global DOOH spending forecasts project over £14 billion ($19 billion) in 2025, rising to £18 billion ($25 billion) by 2029. Major advertising registries are also implementing unified ad tracking systems across Europe and the United States, supporting more sophisticated cross-platform campaign attribution and frequency management.
Advertisers are advised to implement automated bidding strategies that adjust DOOH investment based on campaign performance metrics rather than fixed allocation percentages. Google has also announced new requirements for Connected TV and DOOH inventory, with publishers facing May 1, 2025 compliance deadlines for enhanced monetization standards.
Equally distributed strategies, such as an equal distribution of two TV and two DOOH contacts, generate 90% recall rates, representing the study's peak performance metric. The study findings suggest that traditional TV-online video duos should evolve into trios including DOOH components.
In conclusion, the Moving Image Equivalence Study provides concrete effectiveness indices for individual channel combination efficiency in video advertising, emphasizing the importance of DOOH in comprehensive video advertising strategies.
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