When eBay wanted to measure how well out of home advertising communicated its core messaging, the brand turned to OUTFRONT. With a campaign that included digital transit and billboard formats, eBay sought to position itself in consumers’ minds as an online fashion destination. We worked with our independent third-party measurement partner MFour to determine the campaign’s impact.
+60%
Brand awareness lift
Source
MFOUR, 2024
MFOUR, 2024
1.5x
Ad recall (vs. benchmark)
Source
MFOUR, 2024
MFOUR, 2024
+28%
Purchase intent lift
Source
MFOUR, 2024
MFOUR, 2024
Market
Media Used
Campaign Duration
Methodology
New York City
Media Used
Penn Digital Spectacular, Digital Bus Shelters, Subway Liveboards, Livecard MAX*
Campaign Duration
Six weeks (August 19-September 29, 2024)
Methodology
Control vs. Exposed
- Brand awareness rose, both aided (+10%) and unaided (+60%). eBay’s unaided brand awareness beat out its comp set among online fashion marketplaces.
- At 59%, the campaign beat MFour’s ad recall benchmarkby over 1.5x.
- Among those who recognized the ads, compared to the control group:
* indicates multiple operators
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
- At 59%, the campaign beat MFour’s ad recall benchmarkby over 1.5x.
- Among those who recognized the ads, compared to the control group:
• Brand affinity lifted14%
• Likelihood to consider lifted 11%
• Intent to purchase lifted 28%
• 79% recalled seeing the ads on subway station Liveboards
* indicates multiple operators
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.