Case Study

Unlocking Incremental Reach: OOH’s Role in IKEA’s Total Media Mix

May 22, 2026

In a fragmented media landscape, the real challenge isn't measuring each channel in isolation, but understanding how they complement one another. Alongside IKEA, and powered by our single-source, we analyzed their holiday campaign by measuring all media channels (Linear TV, CTV, YouTube, Social Media, Spotify, Cinema, and OOH) under the exact same methodology within a single, continuous panel.

The findings offer a masterclass in cross-media planning, proving how OOH drives massive incremental reach precisely where other traditional and digital platforms hit a ceiling.

What you will learn inside this Case Study:

- Unified 360° Measurement: How to accurately evaluate OOH’s real contribution side-by-side and in total synergy with all digital and traditional channels.
- The Power of Incremental Reach The exact incremental reach points that Exterior delivers over both the digital ecosystem and linear television.
- Targeting the 'Unreachables': Why OOH stands out as the most effective channel to capture elusive Low TV Viewers who are otherwise scattered across countless screens.
- Beating Campaign Saturation: Learn how shifting pressure to OOH optimizes your total frequency index, flattening ad fatigue across the entire media mix while safeguarding your budget.
- Cross-Media Impact on Sales: Concrete proof of how holistic campaign exposure drives Brand Lift metrics and increases actual physical store footfall.

Want to know more?

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