OOH Superpowers: Taxis and Taxability!
The Ubiquitous team is really enjoying spreading the messages behind industry body Outsmart’s ‘The Superpowers of OOH’ series. Earlier this week we posted about WPP’s ‘The Multiplier Effect’ research, which found that brands on Out-of-Home have 57% stronger talkability. But how do OOH formats like Taxi Advertising deliver word-of-mouth excitement and generate buzz so effortlessly?
We suggest that it’s the immersive nature of the format that drive the talkability the WPP research refers to. The thousands of daily trips Taxis make provide impressive frequency, exposure, and reach, creating tangible touchpoints that build unforgettable memories. Our survey partners Attest have helped us highlight the engagement that Taxis foster among audiences. A recent campaign for a global grooming brand found that among those who recalled the Taxi Advertising, 46% went on to talk to someone about the brand, while 49% looked up the brand online.
And this is even before we start mentioning the viral moments our special builds have created. Take our work for IKEA and the launch of their flagship store on Oxford Street. Beyond the visual statement it made to the public, it also generated plenty of hype online. The thousands of views and comments that IKEA’s video of the Taxi received plus the widespread coverage in other news outlets (like The Daily Mail and The Telegraph) prove that OOH formats create ‘Talkability’ with ease.
The eye-catching IKEA special build on Oxford Street.
It’s the word-of-mouth excitement and buzz that they create that highlight why OOH formats are so impactful. It’s their ability to capture curiosity and turn it into action which makes them so valuable for brands and advertisers.
Sources: Attest Research completed for Manscaped, 2025