Capturing the Attention Dividend

Ocean Outdoor have released ‘The Attention Dividend’, a groundbreaking piece of research that points to the value of large format digital OOH at grabbing ‘quality’ attention.

The evidence supported combining premium large format DOOH, as Ocean are experts in, with standard OOH to achieve broad reach without compromising quality.

You can always count on the Ubiquitous team to have some industry-leading examples of large format digital and standard OOH up their sleeves – all thanks to taxis of course.

Traditional formats engage with contemporary audiences

Our collaboration with Caudalie is a great example of how skincare and cosmetic brands can use the impressive visual impact of large-scale digital to raise awareness, while using Taxi Advertising to connect with an audience that regularly uses beauty products

YouGov data tells us that the London Taxi Audience frequently use face cream and lotions, over-indexing against the national average. But they’re more than just users. They’re also more likely to aspire to the idea of being fit and healthy. As a format that inspires meaningful action among audiences, Caudalie’s campaign effort benefitted from the awareness that digital formats deliver, and the action among health-conscious audiences that Taxi Advertising prompts.

Traditional formats have impressive coverage

You can’t deny that large format digital OOH makes a powerful visual statement. But, how do we extend this visual statement and deliver the extra coverage it deserves? Enter a traditional format like taxis. It makes sense then that that natural partner of a unique, colossal digital site is a multitude of smaller posters (like taxis) working busily to add coverage. Taxis make thousands of trips past cinemas, retail stores, and shopping centres in busy city centres.

Our partnership with Oatly is a powerful example of how multiple formats are greater than the sum of their parts. With a campaign across three major cities, a network of attention-grabbing large format digital screens was perfectly paired with a format known for the mental recall it inspires. It’s a brilliant lesson for advertisers willing to push the boundaries of their campaign.

Traditional formats are brand builders

Ocean Outdoor’s research found that 3D executions saw a 32% uplift in brand desirability, a fundamental brand-building effect that is hard to deny. Our campaign with Adobe Express is a striking example of why multi-format campaigns build brands effortlessly. Their campaign included Supersides, Liveries, and of course, large format digital screens in central London. Attest research was convincing: Audiences exposed to taxi ads in central locations were not just more likely to express a positive opinion about Adobe Express, they were also more likely to choose Adobe Express the next time they needed to create content.

When it comes to the very fundamentals that build the success of a brand, you can’t deny the impact of pairing two powerful OOH formats like digital screens and taxis. The campaigns that the Ubiquitous team provided as examples above are proof that multi-format campaigns work. Reading the results of Ocean Outdoor’s research reminded the team that capturing attention and keeping it is our priority, and a challenge.

But it’s made easier when you use a complementary format like Taxi Advertising.

Sources: YouGov Profiles GB 2025, Attest Research 2024, Route Data 2025, the Attention Dividend (Ocean Outdoor Research)

 
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