Brand lift for the screens you can't click
Out-of-home and cinema are some of the most memorable formats on the media plan and some of the hardest to measure. There is no click, no cookie and no device ID on a billboard or a cinema screen. Most campaigns finish with a reach estimate. Feather adds what brands actually need to know, whether the campaign moved recall, attribution and consideration.
Request DemoWhy OOH and cinema are hard to measure
Brand lift needs two groups, people who saw the campaign and people who didn't. Nobody is logged in to a billboard, and every person in a cinema saw the ad. So OOH and cinema have mostly gone unmeasured on brand outcomes, or been measured with slow, expensive panels.
How it works
1.The campaign runs on OOH or in cinemas.
2.The survey runs on mobile, in parallel, in the campaign's markets.
3.We build exposed and control groups from behaviour.
For OOH, people tell us which areas, routes and stations they pass through. For cinema, whether and where they went to the cinema during the campaign. People who match the campaign's footprint form the exposed group, everyone else forms the control.
4.We read the lift per KPI, reported as Significant or Directional.
Why we ask about behaviour, not the ad
Because the groups come from what people tell us, we state the confidence level for every result and show how the result holds up under stricter and broader definitions.
Plan the study before the media goes live
OOH and cinema effects build slowly, so timing matters. We take a short baseline read before the flight, field during the campaign, and can add a decay read after it ends. Before anything runs we tell you how long the study needs to field to detect a realistic lift, so you know up front whether the campaign is measurable.
What you get
Brand Lift Score, where 50 is the European digital benchmark (indicative)
Lift per KPI, Ad Recall, Brand Recall, Attribution, Consideration and Favorability
Confidence per KPI, Significant or Directional
eCPLU, the effective cost per lifted user, when spend is shared
Built for privacy
No cookies, no device IDs and no cross-site tracking. The method measures outcomes, not people, and is designed around GDPR from the start. It also keeps working as identifiers disappear, because nothing depends on them.
Who it's for
Brands and agencies buying OOH, DOOH or cinema who need a brand outcome, not just a reach estimate.
Media owners and cinema sellers who want to offer measured brand impact with their inventory.
Teams running OOH or cinema inside a wider campaign who want the same KPIs across every channel.
FAQ
How do you know who saw a billboard?
We don't track anyone. We ask where people travel and compare people whose routes match the campaign with people whose routes don't.
Can you measure digital out-of-home too?
Yes, the same method covers classic and digital OOH.
How long does a study take?
It depends on the lift you want to detect and how fast responses come in. We calculate it with you before the campaign starts.
Does it work alongside mobile and CTV measurement?
Yes. Same KPIs and same reporting, so you can compare channels.
Find out what your next campaign changed.
Request Demo