As brands re-embrace Out-of-Home (OOH) advertising as a core element of their marketing strategies, the demand for OOH testing is on the rise. With its unparalleled ability to reach diverse audiences in public spaces, OOH remains a powerful channel—but to maximize its impact, it’s crucial to ensure your ads truly catch the eye and resonate with your audience. That’s where in-context testing with SPRINT comes in.  

Why In-Context Matters  

The real world is full of distractions—pedestrians, competing ads, and shopfronts. Our approach to OOH testing places your ads in realistic environments, such as busy street views or bustling train stations. These dynamic settings replicate real-world scenarios to provide you with precise, actionable insights.   

By integrating eye-tracking technology, we analyze how your ad performs amidst the chaos of everyday life. In-context testing not only highlights the visual appeal of your OOH ads but also uncovers how well they break through the noise in crowded settings.  

Metrics That Matter  

In-context OOH testing goes beyond basic visuals—we focus on the metrics that directly influence your ad’s effectiveness:  

• Visibility  

Using eye-tracking technology, our in-context testing shows how effectively and quickly your ad captures attention in a realistic environment filled with distractions and visual clutter.  

• Attention  

We don’t stop at where viewers look; we go deeper. Eye-tracking reveals how long your ad holds attention, while Spontaneous and Aided Brand Recall help measure if your brand stands out from other brands in the scene. To assess the ad’s impact, we also evaluate the comprehension of Key Message, ensuring it resonates and sticks with your audience.  

• Overall Performance  

To give you a holistic view, we assess also your ad across essential KPIs such as Enjoyment, Brand Fit, Relevance, and Activation Intent, providing a comprehensive understanding of how your message lands.  

The Benchmark Advantage  

Beyond delivering raw results, SPRINT also provides a contextual comparison to industry standards. This allows you to understand how your ad performs relative to similar campaigns, offering clarity on what the numbers actually mean. Are your Fixation Ratios competitive? Is your Recall Rate above average? The benchmark gives you the answers.  

By comparing your results with our benchmarks, you gain a deeper understanding of what works and what needs improvement. This clarity transforms your test results from data points into actionable insights, empowering you to make smart, informed decisions that drive success.  

Ready to Test Your OOH?  

In 2025, make sure your OOH ads are ready to shine. Test them in-context with SPRINT to gain a competitive edge and ensure your campaigns deliver maximum impact. Contact us today to start optimizing your OOH strategy for the new year!