OOH Research

2019 Key Metrics Research

In 2019, blowUP media partnered with Rare:Metrics, an independent research agency, to conduct the first ever research focused solely on the impact of Giant Posters. The objective was to measure the effectiveness of Giant Posters across four different campaigns in different industry sectors.

To ensure accurate results, over 1,000 people were surveyed over a 6-month period. Half of the participants had been exposed to the Giant Poster campaigns, while the other half had no exposure to OOH advertising. This approach allowed for a robust comparison of brand perception, awareness, and advertising effectiveness.

Key Findings from the 2019 Research:

• Awareness increased by up to 25%
• Brand perception improved by up to 27%
• Consideration rose by up to 26%
• Purchase/usage intent grew by up to 27%
• Ad recall reached up to 31%

These results clearly demonstrate the power of Giant Posters in driving key brand metrics and highlight their essential role in any brand-building OOH campaign.

Click on the case studies below to view the full results from each campaign.

BBC3 / Rap Game

Volkswagen

McCain, Brew City

Estrella

2024 BEYOND Research

With special builds becoming a standout feature of our portfolio, we once again collaborated with Rare:Metrics to measure the effectiveness of one of our innovative special build campaigns.

In March 2024, Asahi activated a unique special build campaign across three premium banner sites in Putney, Kingsland Road, and Shoreditch Crossroads. The banners featured hand-painted UV red paint that illuminated at night under UV lighting, creating a striking visual impact.

We surveyed both individuals who had seen the banners and a control group who had not, asking identical questions focused on key advertising KPIs.

Key Results from the 2024 Study:

• 27% of respondents now want to try Asahi — 9% above the beer category benchmark
• 49% of those exposed could recall the special build campaign
• 9% uplift in brand favourability among exposed audiences
• 35% ad recall — up from 31% in 2019
• 95% call to action — significantly higher than 74% in 2019

These findings confirm that special builds deliver measurable impact, driving awareness, recall, and engagement well beyond traditional OOH formats.

Why It Matters

From Giant Posters to innovative special builds, blowUP media’s large-format advertising solutions consistently deliver outstanding results across key brand metrics. Our independent research in collaboration with Rare:Metrics proves that strategic OOH advertising is not just seen, it’s remembered, considered, and acted upon.