When New York’s Museum of Modern Art wanted to see how its out of home advertising impacted brand lift, the iconic cultural institution turned to OUTFRONT. With the help of our measurement partner MFour, we measured the campaign’s impact on awareness, recall, consideration, and advocacy.
55%
Ad Recall
Source
MFOUR, 2024
MFOUR, 2024
58%
More Likely to Visit
Source
MFOUR, 2024
MFOUR, 2024
31%
Lift in Unaided Brand Awareness
Source
MFOUR, 2024
MFOUR, 2024
Market
Media Used
Campaign Duration
Methodology
New York City
Media Used
Subway station Liveboards in Manhattan, Brooklyn, Queens, and the Bronx
Campaign Duration
20 weeks (February 12-June 30, 2024); creative in rotation, new stations activated weekly
Methodology
Control vs. Exposed
- The 55% ad recall ad recall greatly exceeded MFour’s 38% benchmark.
- Brand awareness rose, both unaided (31%) and aided (22%).
- Of those recognizing the ads, 53% recalled the main message and 58% expressed intent to visit MoMA.
- Brand opinion and consideration lifted by 6% each among ad recognizers and likelihood to visit lifted by 5%.
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.
- Brand awareness rose, both unaided (31%) and aided (22%).
- Of those recognizing the ads, 53% recalled the main message and 58% expressed intent to visit MoMA.
- Brand opinion and consideration lifted by 6% each among ad recognizers and likelihood to visit lifted by 5%.
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.