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How to measure DOOH Ad recall: the complete guide for modern advertisers

Marion Chauviere — Fri, 28 Nov 2025 15:18:31 +0000

Digital out-of-home (DOOH) advertising has evolved into one of the most dynamic and high-impact channels in modern media planning. With screens now embedded across city centres, transport networks, retail environments, and entertainment venues, DOOH allows brands to reach consumers in real-world moments with creative that’s impossible to scroll past.

The category has surged in recent years thanks to three major shifts: rapid digitisation of OOH inventory, the rise of programmatic DOOH buying, and greater flexibility in targeting and content delivery. According to Statista, US programmatic DOOH ad spend is expected to surpass $1.23 billion by 2026, a sign of both sustained growth and increasing advertiser confidence.

Meanwhile, the Out of Home Advertising Association of America (OAAA) reports that 74% of consumers take action after seeing a DOOH ad.

But strong engagement doesn’t automatically mean strong brand impact. To understand whether DOOH campaigns genuinely stick in consumers’ minds and whether they contribute to awareness, consideration, and memorability, advertisers need a reliable upper-funnel metric: digital out of home ad recall.

This guide breaks down what ad recall means in a DOOH context, why it matters, how to measure it reliably, and the practical steps advertisers can take to maximise it. We’ll also explore how independent measurement partners like Happydemics help brands move beyond impression counts to quantify real consumer impact.

What Is Ad Recall in DOOH Advertising?

Ad recall is one of the clearest indicators of whether a DOOH campaign genuinely resonated with its audience. In outdoor environments, people are constantly moving; commuting, shopping, walking between locations, and advertisers only have a few seconds to make an impression.

Ad recall measures how many people remember seeing an ad after exposure, revealing whether that fleeting moment was meaningful enough to be stored in memory.

Why DOOH is Uniquely Suited to Recall

DOOH environments tend to have:

High visibility
Large formats
Lower ad clutter than online platforms
Repeated exposure patterns (commuters pass the same screens daily)

In fact, a study by Clear Channel shows that DOOH delivers 82% average viewability, making it one of the most visible advertising channels available.

Physical scale also plays a major role. Humans are hardwired to notice brightness, motion, and contrast, all of which DOOH excels at. Even brief encounters can generate memorable impressions when creative is bold and instantly legible.

Understanding what ad recall represents, memorability, cognitive impact, and the true footprint of a campaign, is the foundation for measuring DOOH effectively.

Why Ad Recall Matters for DOOH Campaigns

Ad recall is more than a memory metric. In DOOH, it signals whether the campaign performed its most fundamental job: capturing attention in the real world and leaving an impression that lasts beyond the moment.

High-Quality Exposures Create Lasting Impressions

DOOH delivers attention in ways digital feeds rarely can. Screens in transport hubs, retail locations, and roadside placements demand attention through sheer visibility. When an ad appears, it has no competing content in the frame.

According to Ocean Outdoor’s neuroscience research, full-motion DOOH delivers a 2.5x stronger emotional response than static OOH and significantly increases memory encoding.

A Key Contributor to Mental Availability

Because DOOH exists in real-world, repeated contexts, it acts as a powerful driver of mental availability, the likelihood a brand comes to mind in buying situations. Even vague recognition signals that the message successfully entered long-term memory.

Routine-Based Exposure Strengthens Recall

Most people follow predictable daily routes. Passing the same screen five days a week naturally layers exposure, strengthening recall even when attention is passive. Research from WARC highlights that repeated exposures dramatically accelerate brand memory formation.

Recall Correlates with Broader Brand Outcomes

Research from Happydemics shows that DOOH is one of the best-perceived advertising formats, scoring +9 points vs. the average of all media.

It stands out as a powerful lever to strengthen

brand awareness
brand proximity
brand positioning ( +4 points vs. the media average and ranking as the second-best medium for brand positioning)
brand preference.

DOOH also performs well above other media in boosting brand consideration, with an uplift of +4 points vs. the average.

Because DOOH is a clear, high-impact format, it excels at driving specific intentions—whether encouraging people to test a product, seek more information, or visit a website—again showing an uplift of +4 points compared to the media average.

In short, recall becomes a meaningful proxy for upper-funnel effectiveness in DOOH, a medium designed to build salience and drive meaningful actions at scale.

Recall is therefore a meaningful proxy for upper-funnel effectiveness, especially in a medium designed to build salience at scale.

Methods for Measuring DOOH Ad Recall

Measuring DOOH recall may seem challenging. Screens are in public spaces, and exposure is often passive, but modern methodologies make DOOH one of the most measurable upper-funnel channels available today.

The key principle is simple: Measure what people genuinely remember and compare exposed audiences to similar unexposed audiences.

1. Survey-Based Measurement

Surveys remain the backbone of recall measurement because recall is a cognitive outcome. Typical questions include:

“Do you remember seeing this ad on a digital billboard?”

2. Exposed vs. Control Methodology (Gold Standard)

This is the most reliable way to measure whether DOOH truly influenced memory.

Exposed group: People who passed the DOOH screens during the campaign.
Control group: A comparable audience who did not.

The difference in recall between these groups is the recall lift, the incremental memory created by the campaign.

This method isolates real-world campaign impact from background noise such as brand fame, seasonality, or other advertising.

3. Location Data for Exposure Identification

Advances in privacy-compliant mobile location data now allow researchers to identify likely exposure based on proximity to screens.

Typically:

Mobile devices pass within a defined radius of the DOOH screen.
Aggregated, anonymised signals identify likely exposures.
Surveys are then delivered to exposed audiences shortly after.

Reports from Geopath and the IAB indicate rapid growth in the adoption of mobile data to improve OOH measurement accuracy.

This method is particularly effective for campaigns running across multiple networks with differing visibility and dwell-time patterns.

4. Platform-Estimated Recall vs. Independent Measurement

Some media owners offer predictive or modelled recall estimates using previous campaign norms. While directionally useful, they cannot replace measured recall.

Independent measurement matters because it:

Uses real exposed audiences, not predictive models
Validates performance transparently and objectively
Allows advertisers to compare DOOH to other channels
Avoids conflicts of interest (“marking their own homework”)

For advertisers seeking budget justification or optimisation insights, independent recall measurement is essential.

Tips to Boost DOOH Ad Recall

Even well-targeted DOOH campaigns fall flat if the creative isn’t built for fast, memorable impact. DOOH has mere seconds to deliver a message. But when executed well, it is one of the most effective canvases for memorability.

Here’s how to improve recall.

1. Make Creative Instantly Legible

Clarity drives recall. High-performing DOOH campaigns typically feature:

Bold colours
Strong contrast
Simple layouts
Minimal text
A single visual focal point

2. Use Distinctive Brand Assets

Recall depends heavily on whether viewers can later connect the ad to the brand.

Go for:

Iconic colours
Logos
Characters
Typography
Signature shapes or layouts

3. Leverage DOOH’s Physical Scale

Large-format screens naturally command attention and increase memory encoding. Research from Ocean Outdoor shows that large DOOH formats deliver higher brand saliency than smaller formats like online video.

4. Use Motion Thoughtfully

Where permitted, subtle animation boosts attention, people are biologically drawn to motion. But it should enhance, not overwhelm, the message.

5. Align Creative With Context

Contextual relevance makes ads more memorable. Try relating to the reader with:

Weather-based messaging
Time-of-day variations
Location-specific creative (e.g., commuter vs. retail audiences)

Clear Channel found that contextually relevant DOOH can increase campaign effectiveness by up to 17%.

6. Choose High-Dwell or High-Repetition Environments

Both environments boost recall differently:

High dwell: Stations, bus shelters, malls; more time to process the message
High repetition: Commuting routes; repeated exposures strengthen memory

An effective DOOH plan usually blends the two.

7. Reinforce DOOH With Digital Channels

Cross-channel consistency multiplies recall. When consumers see the same message across DOOH, social, online video, or CTV, memory encoding accelerates.

8. Limit Creative Variants Early

Consistency supports memorability. Early campaign flights benefit from fewer creative variants — allowing the brand cue to settle before diversifying.

9. Test and Iterate Based on Real Feedback

Quick pre-tests or mid-flight surveys can reveal whether:

The brand is recognisable
The message is clear
The visuals are memorable

10. Keep It Simple

The most memorable DOOH ads are often the simplest. A striking visual, a clear benefit, and unmistakable branding usually outperform clever but complex concepts.

Measuring DOOH Ad Recall in Practice (Happydemics)

Measuring ad recall becomes far more meaningful when it’s conducted independently rather than relying on platform-provided estimates. Media owners can estimate how many people passed a screen, but they cannot confirm whether the ad left a cognitive impression. That requires input from the audience itself.

Real People, Real Exposure

Happydemics identifies consumers who were likely exposed to a DOOH campaign using privacy-compliant, location-based signals. These individuals, along with a control group, are then surveyed to assess:

Ad recall
Brand awareness
Message association
Perception shifts
Early consideration signals
Buying intent

Independent, Transparent Measurement

Because DOOH exposure varies widely based on environment, dwell time, distance, and screen placement, independent measurement ensures objectivity. Happydemics does not rely on modelled visibility assumptions — instead, it measures real human experiences.

Unified Measurement Across DOOH Environments

DOOH campaigns often span multiple networks and environments. Happydemics consolidates these into a single measurement framework, enabling advertisers to compare performance across DOOH formats and benchmark DOOH against digital channels.

This unlocks a clearer view of how DOOH contributes to brand building beyond impressions.

Just DOOH It

Digital out-of-home advertising has become one of the most powerful ways for brands to build memorability in the real world. Its scale, visibility, and contextual presence give advertisers a unique opportunity to reach audiences during meaningful, real-life moments.

But the true value of DOOH isn’t measured by how many people passed a screen, it’s measured by how many people remember what they saw.

Ad recall turns DOOH from a reach-based channel into an impact-based one. When advertisers measure recall properly, using real exposed audiences, carefully designed control groups, and timely feedback, DOOH becomes a measurable driver of brand awareness, salience, and long-term mental availability.

As DOOH continues to evolve through programmatic buying, dynamic creative, and improved targeting, the ability to measure its effectiveness will only grow in importance. Independent partners like Happydemics help advertisers move beyond impression counts and modelled estimates to understand real human response.

If you want to uncover what your DOOH campaign truly delivered, and how it shaped the way people think about your brand, measuring ad recall is the most reliable way to do it.

Get in touch with our team to find out how we can help you make smarter DOOH decisions.

The post How to measure DOOH Ad recall: the complete guide for modern advertisers first appeared on Happydemics' Blog.

Unlock the power of DOOH: from attention to action

Colin Robinson — Wed, 23 Jul 2025 15:16:49 +0000

A new white paper, From Glance to Growth: how programmatic DOOH converts attention into action, co-created by Displayce and Happydemics, explores how ad players are using pDOOH to build on impressions and influence what really matters: awareness, consideration, and intent.

The white papers is based on a report that is the result of a collaboration with Displayce—a global OOH platform. Displayce operates a leading platform for buying and optimizing DOOH inventory, giving advertisers access to over 1.2 million screens across 80 countries.

Their technology enables advertisers to activate dynamic, context-driven campaigns in premium environments—from city centers to airports and shopping malls.

About the Research: A Global View of DOOH

For this research, we analyzed data from more than 7,600 of our Brand lift studies in 64 countries from April 2021 to May 2025, including 1,320 DOOH campaigns from 36 countries. These large-scale insights allow for robust post campaign analysis and cross-market comparison.

To assess ad effectiveness, we use mobile-first, platform-agnostic surveys, which measure ad impact in real time.

The Methodology

Happydemics’ methodology is people-centric. We measure ad campaign effectiveness measure ad campaign effectiveness through survey-based Brand lift measurements, using short, mobile-first questionnaires delivered on apps and websites without relying on panels or incentives.

This ensures natural, unbiased feedback from real consumers. Respondents are shown an ad and asked whether they recall seeing it on a specific channel – providing foundational campaign performance metrics such as ad recall and message attribution. This enables us to create two groups: those who recall the ad and a control group.

We ask both groups a series of questions to assess upper- and mid-funnel KPIs—such as awareness, preference, and consideration. Depending on the KPI, we measure uplift by comparing the two groups, or the responses of the ad recall group are analysed to provide a creative diagnosis.

This approach ensures consistent, comparable insights from Zero Party Data across formats, regions, and media strategies. An approach perfectly suited for advertising without cookies, where advertisers need privacy-compliant, people-first measurement.

DOOH in 2025: An Overview

DOOH has become a core part of advertising campaigns—offering large-scale visibility in real world environments where large groups of people are receptive to images and messaging. It’s regarded by many people as the least intrusive form of advertising.

Building on these strengths, there have been major developments in DOOH in the past decade. The medium has evolved from static screens to dynamic, data-driven displays that adapt to their environments.

It’s pDOOH that’s made this possible—adding targeting, flexibility, and measurability to OOH’s existing strengths: location, visibility, and impact.

What is pDOOH Advertising?

pDOOH—or programmatic digital out of home—advertising is the automated buying, selling, and delivery of ad space on digital billboards and screens in public spaces.

It’s been a game-changer because traditional OOH planning cycles were dependent on manual bookings that had to made weeks—or even months—in advance.

It allows brands, media agencies, and ad techs to:

Bid for impressions in real time.
Improve ad targeting using data sources like mobile movement.
Deliver creatives static or video creatives that adjust based on time of day, weather, and audience behavior.

Imagine a digital billboard on a sunny morning. Using pDOOH, it could display an ad for sunscreen, sunglasses, or a refreshing ice cold drink—delivering messaging that are most relevant to you at that moment.

Key Brand Lift Findings: DOOH Delivers Measurable Brand Impact

We observed that—as well as being an evolving and growing channel—DOOH consistently outperforms other media on several KPIs.

On average, DOOH campaigns saw:

An uplift in specific brand image compared to the average score for all other media. This refers to the favorable perception of the brand/the product. DOOH is the best-performing channel for this KPI.

An uplift in specific intent—willingness to take action related.

Preference: DOOH is also the second-best performing media

Consideration: DOOH is the second-best performing media.

These results demonstrate the strength of DOOH when it comes to capturing attention and translating it into brand growth.

We saw impressive results when we looked at our Brand lift data for several campaigns from Displayce’s clients, including pDOOH campaigns for luxury hotel brand Sofitel, outdoor apparel company Columbia, and global insurance and financial services provider Allianz.

The full details of our findings—including the campaign objectives, strategies, and impact on KPIs—are available in the report.

How to Make the Most of DOOH Ads

To maximize the performance of DOOH advertising, it’s essential to align three key elements: the audience, the context the ad is delivered in, and the creative approach.

Our data reveals how each contributes to ad recall, attribution, and interest—three critical drivers of campaign effectiveness and reliable post campaign analysis. The tone and clarity of the creative significantly impact how consumers perceive and remember ads in DOOH environments:

Ad recall is highest when the creative feels authentic and is delivered in a minimalist, straightforward style. Creatives that are dream-inspiring and leave a pleasant impression are particularly memorable.

Attribution is the ability to link the message back to the brand. It improves with the same clear and authentic style, and it’s especially strong when the message feels resilient, suggesting strength and reliability.

Interest peaks with creatives that are heartwarming and friendly, using clear visuals and uplifting messages to emotionally engage viewers.

In short, simplicity, positivity, and emotional tone are the pillars of strong DOOH creative execution.

A Look Ahead at the Future: pDOOH and AI

AI in DOOH is moving from experimentation to industrial-scale application, driven by the rise of autonomous AI agents that manage and optimize campaigns in real time.

These agents use contextual data, predictive models, and direct platform integrations to personalize messaging, adapt strategies on the fly, and boost efficiency—transforming the DOOH workflow from planning to delivery.

Natural language processing will turn briefs into media strategies, while AI improves audience modelling, footfall prediction, and ad targeting. Creatively, it will generate adaptive content and optimize it live based on predicted attention and performance.

Even campaign planning and buying are evolving, with AI tools turning plain-language briefs into dynamic, responsive media plans.

To make the most of this transformation, industry players will need to connect systems, invest in skills, and preserve the creative and contextual power that sets DOOH apart. AI won’t replace the human touch; it will amplify it.

At Happydemics we aim to offer an interactive tool that lets simulate campaign scenarios by adjusting inputs like sector, media, tone, claim, or budget, and immediately visualize the projected impact across their KPIs. “Predict” will serve as a strategic compass in the creative and media planning phases, guiding brands toward choices that are more likely to deliver tangible impact

For more in-depth insights and real-world case studies, download the white paper.

Interested in learning more about how we can help measure ad effectiveness and brand KPIs across all media—online and offline—including fast-growing ones such as CTV, DOOH, and OLV?

The post Unlock the power of DOOH: from attention to action first appeared on Happydemics' Blog.

From pixels to pavements: The power to shape urban life

Colin Robinson — Mon, 14 Apr 2025 12:11:46 +0000

[LEADERS OF CHANGE]

Laure Malergue is not just the CEO and founder of Displayce—she’s a trailblazer in the world of programmatic Digital Out-Of-Home (DOOH). Based in Bordeaux, she has been at the forefront of reshaping how brands interact with urban audiences. Her journey from the early days of digital advertising to leading a cutting-edge Out-Of-Home (OOH) suite is a testament to her vision and determination.

Bridging digital and physical ads

While working at Cdiscount in e-commerce, Laure recognized a disconnect: digital-native companies struggled to effectively use traditional media. This was the genesis of Displayce.

Laure saw the effectiveness of OOH advertising in driving online engagement firsthand.

“I was already convinced that online advertising was just one stage in the funnel,” she says. “Relying solely on digital channels like search meant losing a crucial visual branding dimension, which traditional media typically provided.”

Her vision was to bridge this gap and bring the power of digital technology to OOH advertising.

DOOH: Cutting through the noise

In today’s cluttered advertising environment, how can DOOH stand out? Laure believes the medium has a unique advantage: Its presence in public spaces offers brands a way to connect with audiences in a seamless way. “DOOH represents the next generation of advertising,” she says. “It integrates naturally into people’s environments without interrupting them.”

Laure thinks advertisers have a responsibility to ensure DOOH remains a non-intrusive medium, seamlessly integrating into public spaces. Creative quality is also paramount, with messaging needing to be clear, impactful, and tailored for outdoor environments.

Bordeaux: A strategic base

Focused on those principles, Laure and Marie Gaestel founded Displayce in Bordeaux. The city’s vibrant startup ecosystem and its relative distance from the intense adtech scene, which at the time was mostly dominated by Google and Meta, made it an ideal location for the new business. “This distance allowed us to break free from industry norms and foster creativity,” Laure says. Bordeaux also provided access to talent and a strong entrepreneurial network.

While firmly rooted in Bordeaux, Displayce has a global outlook, providing access to digital screens in 80 countries and growing its global footprint with offices in Brazil, Dubai, London and further afield. Displayce and JCDecaux have forged a strategic alliance, and this relationship has been instrumental in accelerating international expansion—enabling Displayce to establish a presence in new markets.

A compelling case study

A Displayce campaign for a French chain of luxury department stores is a compelling example of data-driven DOOH. The client wanted to reach travelers at both their departure and their arrival airports. This required seamless targeting across locations.

By combining first-party data from JCDecaux with third-party flight data, Displayce created highly targeted campaigns in airports, optimizing ad placements based on traveler journeys.

This resulted in targeted, high-impact exposure sequences, generating higher engagement. Importantly, it also led to a high level of campaign efficiency. With this approach, brands only pay for ads that truly matter.

Navigating challenges

Laure has faced numerous challenges, particularly in the early stages of Displayce. “The biggest challenge when I founded Displayce in 2014 was that we were ahead of our time,” she says. “In France, the billboards weren’t even ready for programmatic buying yet.”

Laure believes resilience and perseverance were key attributes during this period, as she and her colleagues educated brands on programmatic buying.

She also emphasizes the importance of being prepared for market shifts, as demonstrated by the company hiring during the COVID-19 pandemic, despite a challenging business environment. This strategic move ensured Displayce was ready when the market finally rebounded in recent years.

Leading change

Laure is keen to promote equality in the workplace, and she leads by example. More specifically, she believes that support for parenthood is an essential component of that principle.

“When someone in our company has a child, it should be seen as good news. We prioritize making their return to work as smooth as possible. I think having women in leadership helps drive this mindset,” she says.

“I had both of my children while running the company. I’ve always pitched while pregnant. Seeing that kind of example can be reassuring for others.”

Rebranding for a new era

Displayce has recently rebranded, reflecting its evolution as a leader in programmatic DOOH.

The company aims to solidify its position as an innovator and emphasize its commitment to delivering tangible results for brands. They strive to be more than just a technology provider—focusing on building long-term partnerships and taking responsibility for campaign effectiveness.

The power of data and AI

Data and AI play a crucial role in Displayce’s approach. Laure believes these technologies amplify creativity by enabling precise targeting and real-time content adaptation. AI helps navigate the complexity of vast datasets, empowering clients to make informed decisions.

“AI plays a crucial role here, analyzing the 4,000-plus datasets we have access to and identifying the most relevant insights,” she explains.

The future of DOOH: Inspiring and engaging

What might the future of DOOH look like? Looking ahead, Laure envisions brands capitalizing on digital technologies to create more engaging and meaningful experiences for consumers. She hopes to see a shift toward more inspiring and surprising campaigns, moving beyond purely promotional messaging. This will entail going beyond everyday commutes to capturing event-driven moments.

“One of the most exciting things about our industry is that we’re at the heart of urban evolution—how people move, use transport, shop, and experience their cities.”

Thank you

Thank you, Laure, for taking the time to speak with us to share your experiences and insights from your career.

The post From pixels to pavements: The power to shape urban life first appeared on Happydemics' Blog.

Transforming advertising through data and creativity

Marion Chauviere — Wed, 11 Dec 2024 17:16:43 +0000

[LEADERS OF CHANGE]

In the fast-moving world of advertising, Ryan Pogy, Director of Data Partnerships at Broadsign, emerges as a transformative force, blending data-driven insights with creative innovation.

As a leader in DOOH advertising, Ryan redefines what it means to connect with audiences, showing that truly great campaigns are not just seen—they’re felt.

Endless potential to inspire

For Ryan, advertising’s true power lies in its boundless potential. “Each campaign is an opportunity to dig deeper and better understand how to reach and engage audiences,” Ryan shares. “The more we understand the impact of our messaging in real-world environments, the more effectively we can inspire audiences and shape moments that matter,” he explains. The boundless potential for learning and refining ad approaches.

One of his most memorable projects was a global airline campaign spanning seven countries. Despite the use of a single creative in English, the campaign achieved remarkable resonance across markets. “It proves that a high-quality creative from a well-recognized brand can transcend language barriers and leave a lasting impact,” he reflects.

DOOH changes the game

With a career journey through leading organizations like Nielsen and Broadsign, Ryan has positioned DOOH as a powerful tool in today’s fragmented media world. “DOOH amplifies the performance of other channels—digital, social, or traditional—creating a ripple effect that enhances reach, engagement, and brand lift,” he explains.

At Broadsign, leading DOOH ad tech developer, Ryan focuses on unlocking the untapped potential of DOOH through programmatic measurement and creative excellence. By merging data insights with bold ideas, he ensures campaigns not only captivate audiences but deliver measurable, impactful results.

Data creates clarity

In a cluttered advertising ecosystem, Ryan believes actionable data is the cornerstone of effective strategy. “No channel exists in isolation anymore,” he states. “With precise insights, we can show how DOOH complements other channels, enabling brands to make smarter, more impactful decisions.”

For Ryan, data is far more than just numbers—it’s the foundation for cohesive, meaningful campaigns that truly stick. “What excites me most is bridging the gap between the creative side of advertising and data-driven measurement, ensuring campaigns don’t just look good but deliver tangible results.”

Collaboration powers innovation

The sustainability of advertising, according to Ryan, is built on partnerships. He stresses the importance of working with collaborators who embrace innovation and share a forward-thinking mindset.

“I work with the right partners and tools to give brands the data they need to measure success,” he says. “Collaboration is key—whether with tech providers, data experts, or agencies—to integrate DOOH seamlessly into the broader media mix and amplify its impact.”

Shaping the landscape of tomorrow

Ryan envisions a future where DOOH is no longer an option but a necessity in every marketing strategy. “DOOH’s ability to deliver scalable results in real-world environments makes it a cornerstone of tomorrow’s media mix,” he predicts.

To achieve this vision, Ryan champions continued investment in advanced measurement tools, transparency, and the seamless integration of channels. “The future of advertising is collaborative, dynamic, and deeply connected. It’s about creating a media landscape that drives brand growth while forging meaningful audience connections,” he concludes.

Thanks

We thank Aliya and Ryan for sharing this inspiring vision, paving the way for a more impactful future in advertising ⚡️

The post Transforming advertising through data and creativity first appeared on Happydemics' Blog.