Firefly and Reveal study finds moving out-of-home unlocks up to 2.8x greater reach and optimizes frequency in OOH campaigns (Reveal Mobile)
Wednesday, May 6, 2026
New research shows how Firefly Digital Car Tops expand unique reach while delivering more efficient frequency across audiences.
New York, NY – May 6, 2026 — Firefly, the global leader in moving out-of-home advertising, in collaboration with Reveal, the leading measurement and analytics company focused on out-of-home performance, today announced the release of its latest white paper, “The Amplifying Effect, Part II: Understanding How Moving Out-of-Home Expands Reach, Optimizes Frequency, and Improves Campaign Efficacy.”
Expanding on the findings from the first study released in October 2025, which found that using stationary and moving OOH together in the media mix lifted campaign performance by 50% to 100%, this second study examines the reach and frequency mechanics behind that performance.
The new research shows that Firefly Digital Car Tops expand unique audience reach while improving how impressions are distributed across audiences, reducing overexposure and increasing overall campaign efficiency.
Key Findings
- Moving OOH generated up to 2.8x greater growth in unique reach relative to impression growth when added to stationary OOH-only campaigns.
- Firefly Digital Car Tops delivered 60% to 80% greater unique audience reach than stationary OOH formats at equivalent impression levels.
- Campaign frequency was optimized from concentrated exposure levels of 5–19 impressions toward the effective range of 3–8 exposures, reducing inefficient overexposure while expanding net-new reach.
- Integrating moving OOH into the media mix helped scale reach more efficiently without proportionally increasing media spend.
The study also examines the concept of a “saturation threshold,” where additional impressions against the same audience generate diminishing returns, reinforcing the importance of expanding reach before increasing frequency.
“This study changes how OOH should be planned,” said Altug Simsek, Chief Business & Strategy Officer at Firefly. “Campaign effectiveness isn’t driven by impression volume alone, it’s driven by how reach and frequency work together. Moving OOH expands reach and improves how impressions are distributed across audiences, reinforcing a clear shift toward reach and frequency-driven planning in OOH. Our partnership with Reveal has been instrumental in bringing this level of measurement rigor and transparency to the market.”
“This study provides an objective view into how campaigns are actually delivered in the real world,” said Jon Frangakis, Chief Commercial Officer at Reveal. “What the data shows is clear: campaigns perform better when they reach more unique audiences while maintaining effective frequency levels. Through our collaboration with Firefly, and by leveraging our robust library of studies delivered over our 12-year history, we were able to apply this measurement framework at scale across innovative moving media formats.”
Why It Matters
Stationary OOH delivers strong localized presence; however, it is prone to concentrating impressions among the same audiences. Moving OOH significantly extends that footprint by enabling visibility across a broader street-level footprint, reaching new audiences and redistributing exposure across the market.
The result is more balanced delivery, broader reach, and improved efficiency.
For brands and agencies, this means:
- Less wasted spend from overexposure
- Greater access to net-new audiences
- More balanced reach and frequency delivery
- More efficient OOH campaign design
About the Study
The research analyzed multiple campaigns across major U.S. markets using fully deduplicated mobile location data (MAIDs) to measure real-world exposure, reach, and frequency at the individual level.
Read the full report: revealmobile.com/blog/the-amplifying-effect
To see more news about Firefly: https://www.fireflyon.com/blog
About Firefly
Firefly is the global leader in moving out-of-home advertising, with a network of more than 60,000 screens across all major U.S. markets and operations in 7 countries, delivering over 10 billion impressions each month. Firefly transforms traditional static environments into dynamic engagement platforms through car top displays and branded wraps on taxi and rideshare vehicles, along with experiential activations. Leveraging its digital car top network and moving fleet, Firefly provides geo-targeted reach and contextual targeting, enabling brands to deliver relevant messages in real time.
Firefly is headquartered in New York City, with offices in Los Angeles, Chicago, Las Vegas, London, and Istanbul.
For more information visit www.fireflyon.com.
Firefly’s latest news and updates are available on LinkedIn, Instagram, X, and Vimeo.
For media inquiries, contact:
Ece Daviso
About Reveal
Since 2014, Reveal has been a trusted leader in out-of-home audience measurement. Dedicated to providing advertisers with actionable campaign insights, Reveal continues to set the benchmark for data accuracy and reliability in the out-of-home advertising space.
For media inquiries, contact:
Randy Kilgore
