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From Street Impact to Store Visits: Evaluating OOH in IKEA's Media Mix

What will you find in this Use Case?

  • Exclusive Incremental Reach: OOH positioned itself as the second-highest coverage medium (56%) and provided 6.42% entirely exclusive reach, finding audiences untouched by TV or digital platforms.
  • Winning the Youth Segment: By adding OOH to the TV and Digital mix, reach among young adults (18-34) surged from 66% to 83.5%.
  • Solving TV Saturation: OOH effectively reached "Low TV Viewers" and dropped the campaign’s overall frequency saturation index from 0.65 to an optimal 0.46.
  • Foot Traffic Conversion: 82% of people who visited an IKEA store during the campaign were impacted by OOH. Remarkably, 1 in 4 visitors (25%) were impacted exclusively by this medium.
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