The Amplifying Effect: How Moving Out-of-Home Media Inclusion Enhances Campaign Performance

At Firefly, we’ve long believed that movement amplifies impact — and now, new research confirms it.

In partnership with Reveal, we’ve released The Amplifying Effect: How Moving Out-of-Home Media Inclusion Enhances Campaign Performance — a first-of-its-kind study proving that combining moving and stationary OOH delivers measurable results beyond what either format can achieve alone.

The study found that advertisers pairing moving formats like digital taxi tops with stationary OOH such as billboards saw 50–100% higher lift and audiences up to 2.5x more likely to take action. This amplification effect held true across markets, objectives, and audience segments — setting a new benchmark for OOH strategy.

Independently validated by Reveal through rigorous testing and control group analysis, the findings reinforce what many marketers have long suspected: when OOH formats move together, performance multiplies.

“Our role was to rigorously and impartially measure the performance of these campaigns,” said Jon Frangakis, CCO of Reveal. “Because we maintain neutrality even with our own customers, all sides of the industry trust our results and this data clearly shows that when OOH formats work in concert, performance is amplified offering advertisers evidence-based insights for planning and measurement.”

“Advertisers shouldn’t think of billboards or moving OOH in isolation,” said Altug Simsek, Chief Business and Strategy Officer at Firefly. “Together, they work as a force multiplier. By integrating our moving formats like digital taxi tops with traditional stationary OOH, brands get measurable amplification that can’t be achieved with stationary alone. Firefly is proud to lead the industry in proving this multiplying effect and ensuring every client and agency can unlock its full potential.”

The Amplifying Effect also offers actionable recommendations for advertisers, agencies, and media owners — from optimizing budget allocations to designing integrated creative strategies that harness the full potential of OOH in motion.

The report is available for download here.