Channel 4 has demonstrated how out-of-home (OOH) advertising can drive measurable brand impact when evaluated using real-world exposure data, through new analysis conducted with On Device.

Using On Device’s brand lift measurement approach, in collaboration with Talon, the leading independent out-of-home (OOH) agency, Channel 4 was able to move beyond traditional metrics such as opportunity-to-see (OTS) and recall, instead measuring campaign performance based on real exposure from real people in real environments.

The analysis highlights the growing gap between how OOH is bought today, as a dynamic, programmatic and highly targeted channel, and how it is traditionally measured. By applying passive, GPS-based measurement, Channel 4, working with Talon, was able to build a clearer understanding of how its campaigns perform across the full brand funnel.

Results from the study show that OOH can play a significant role in shaping brand outcomes, both within the channel and across the wider media mix. Analysis of Channel 4’s campaign for detective drama, Patience, demonstrated above-benchmark performance across key brand metrics. The campaign delivered a +4pp uplift in consideration, compared to an OOH benchmark of +1pp, and a +9pp uplift in favourability, significantly outperforming the category benchmark of +0.9pp.

Similarly, Channel 4’s campaign for the reality show Tempting Fortune, showed strong gains across both awareness and intent metrics. The campaign delivered a +3pp uplift in awareness, compared to an OOH benchmark of +1.7pp and an OOH entertainment benchmark of +1.6pp. It also achieved a +7pp uplift in viewing intent, outperforming both the OOH benchmark (+2pp) and OOH entertainment benchmark (+3.5pp).

Jennifer Carey, director of media and effectiveness at Channel 4, said: "OOH plays an important role in how we connect with audiences, but understanding its true impact has historically been a challenge. By focusing on real-world exposure and robust measurement, we’ve been able to build a clearer picture of how our campaigns perform and how they contribute across the wider media mix."

The findings highlight the importance of measuring real exposure rather than relying on recall-based methodologies, which can be biased and fail to reflect how audiences engage with media today, and show how this approach drives stronger brand outcomes across the media mix.

By connecting exposure data with brand outcomes, Channel 4 was able to identify what drives meaningful shifts in perception, informing both media planning and creative strategy. These insights are fed into Talon’s planning approach, enabling campaigns to be continuously optimised, while Channel 4 uses the learnings to refine creative execution and messaging.

This can be seen in how the broadcaster is using OOH more responsively, including responding to Meta’s decision to scale back fact-checking with digital out-of-home placements reinforcing its commitment to editorial integrity. By aligning creative with a culturally relevant moment, the campaign demonstrates how context-driven OOH can drive stronger audience engagement and brand impact.

Sarah Robson, global head of advertising effectiveness at On Device, added: "OOH has evolved significantly, but measurement hasn’t always kept pace. This work with Channel 4 shows what’s possible when you focus on real exposure from real people, giving advertisers a more accurate and actionable understanding of effectiveness."

Emily Alcorn, chief effectiveness officer at Talon, added: "OOH is an increasingly dynamic and impactful channel when planning and measurement work together. Bringing real world exposure data into the planning process means we can act in real time and continuously refine campaigns as they run. It also allows us to provide a clearer view of how OOH contributes to overall campaign effectiveness."

The study was developed in collaboration with Talon, whose expertise in OOH planning and execution enabled insights from On Device’s measurement to be applied directly to campaign optimisation. Together, the work demonstrates how a more robust approach to measurement can unlock new insight into the role of OOH, helping advertisers optimise campaigns and make more informed investment decisions.

On Device

On Device is a Brand Lift Measurement company on a mission to measure and enhance advertising effectiveness. We’re trusted by advertisers, agencies, and ad techs to reveal the truth about campaign performance. Delivering the highest quality measure...

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