Channel 4 measures OOH impact with On Device
May 12, 2026 10.33 Europe/London By Julian Clover


Channel 4 has used real-world exposure data from On Device to measure the brand impact of its out-of-home (OOH) advertising campaigns.

The broadcaster worked with On Device and OOH agency Talon to move beyond traditional measures such as opportunity-to-see and recall, using passive GPS-based measurement to assess exposure from real people in real environments.

The study found Channel 4’s OOH campaign for Patience delivered a 4 percentage point uplift in consideration, compared with an OOH benchmark of 1 point, and a 9 point uplift in favourability, against a benchmark of 0.9 points.

A campaign for Tempting Fortune delivered a 3 point uplift in awareness and a 7 point uplift in viewing intent, outperforming both general OOH and entertainment benchmarks.

Jennifer Carey, director of media and effectiveness at Channel 4, said the research provided a clearer picture of how OOH campaigns perform. “OOH plays an important role in how we connect with audiences, but understanding its true impact has historically been a challenge. By focusing on real-world exposure and robust measurement, we’ve been able to build a clearer picture of how our campaigns perform and how they contribute across the wider media mix.”

Sarah Robson, Global Head of Advertising Effectiveness at On Device, said: “OOH has evolved significantly, but measurement hasn’t always kept pace. This work with Channel 4 shows what’s possible when you focus on real exposure from real people, giving advertisers a more accurate and actionable understanding of effectiveness.”

Emily Alcorn, Chief Effectiveness Officer at Talon, added: “OOH is an increasingly dynamic and impactful channel when planning and measurement work together. Bringing real world exposure data into the planning process means we can act in real time and continuously refine campaigns as they run. It also allows us to provide a clearer view of how OOH contributes to overall campaign effectiveness.”

The study was developed in collaboration with Talon, whose expertise in OOH planning and execution enabled insights from On Device’s measurement to be applied directly to campaign optimisation.