Unlocking Incremental Reach: OOH’s Role in IKEA’s Total Media Mix
The Challenge
IKEA's Christmas campaign ran across nine formats — TV, CTV, YouTube, cinema, social, and more — plus Out-of-Home. The question: does OOH earn its spot, or just overlap with everything else? We measured it inside the full mix, single-source.
The Outcome
OOH added 6.4pt of reach nothing else in the mix reached, and cut TV saturation nearly in half (0.65 → 0.46). Sharpest proof: 82% of real store visitors during the campaign had been reached by OOH — a quarter by OOH alone.
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.