Xumo-MOOHA Partnership Demonstrates Strategic Value of Mobile Out-of-Home Advertising

A recent brand campaign partnership between Xumo and the Moving Out of Home Association (MOOHA) has demonstrated the significant impact that strategic mobile advertising can have on consumer engagement and brand awareness. The collaboration, which ran from April to May 2025, showcased how innovative out-of-home advertising approaches can drive measurable business results.

Campaign Overview and Objectives

The partnership focused on promoting Xumo’s comprehensive streaming ecosystem, including their flagship products:

• Xumo TV and Xumo Stream Box: Premium streaming devices featuring advanced interfaces with universal voice search capabilities
• Xumo Play: A free ad-supported streaming television (FAST) service offering diverse content options

The campaign was strategically designed to target consumers in the Atlanta DMA (Designated Market Area), providing a focused approach to measuring the effectiveness of moving out-of-home advertising in a major metropolitan market.

Impressive Engagement Results

The campaign delivered exceptional results that exceeded expectations across multiple key performance indicators:

Brand Awareness Impact:

• 21% increase in overall brand awareness for Xumo’s products and services
• Significant improvement in brand recognition within the target market
• Enhanced consumer understanding of Xumo’s value proposition

Digital Engagement Breakthrough:

• 61% increase in likelihood of website visits among exposed consumers
• Measurable boost in direct digital engagement
• Clear connection between offline advertising exposure and online behavior

Strategic Market Approach

The choice of Atlanta as the test market provided valuable insights into how mobile out-of-home advertising performs in major urban environments. This strategic selection allowed for controlled measurement of campaign effectiveness while ensuring sufficient market penetration to generate statistically significant results.

Fern Feisel, Vice President of Marketing at Xumo, emphasized the campaign’s success: “Partnering with the Moving Out of Home Association gave us a new, unique way to reach consumers in the Atlanta DMA. The campaign delivered strong results, both in terms of brand impact and direct engagement.”

Comprehensive Research Methodology

The study’s robust methodology ensured accurate and reliable measurement of campaign impact:

Research Design:

• 1,318 total mobile users participated in the study
• 621 users were exposed to the Xumo campaign
• 697 users served as the control group (not exposed)
• Surveys deployed across various mobile applications
• Focus on measuring shifts in brand perception and engagement

This comprehensive approach provided clear insights into how moving out-of-home advertising influences consumer behavior and brand perception in real-world conditions.

Industry Validation and Leadership

The success of this campaign provides important validation for the moving out-of-home advertising industry. Noah Klas, MOOHA’s executive lead and vice president of membership at the DPAA, noted the campaign’s strategic value: “Because the campaign’s goals were focused on both awareness and direct engagement, it was an ideal choice for this study, which could measure lifts in brand metrics and website visitation.”

The results demonstrate that moving OOH can effectively drive both perception changes and measurable behavioral outcomes, making it a valuable component of comprehensive marketing strategies.

Dual Validation Approach

What makes this campaign particularly noteworthy is the dual validation it received. Alongside MOOHA’s comprehensive study, Xumo conducted its own internal survey, which confirmed the effectiveness of the moving out-of-home approach. This dual validation reinforces the credibility of the results and strengthens the case for moving OOH as a strategic advertising channel.

The internal survey confirmation adds an additional layer of verification to the campaign’s success metrics, providing advertisers with increased confidence in the medium’s effectiveness.

Streaming Industry Applications

The campaign’s focus on streaming technology and entertainment services provides particularly relevant insights for brands in the rapidly evolving connected TV and streaming landscape. As consumers increasingly adopt streaming services and connected TV technologies, mobile out-of-home advertising offers a unique opportunity to reach audiences outside their traditional digital environments.

The 61% increase in website visit likelihood is especially significant for technology and entertainment brands that rely heavily on digital channels for product education, demonstration, and conversion.

Strategic Implications for Marketers

The success of this partnership offers several key takeaways for marketing professionals:

Channel Integration: Moving OOH can effectively complement digital marketing efforts by driving online engagement and website traffic.

Market Testing: Focused geographic campaigns can provide valuable insights for broader market expansion strategies.

Measurement Capabilities: Advanced research methodologies can provide clear validation of moving OOH advertising investments.

Brand Building: Moving OOH can simultaneously drive awareness and direct response objectives.

Future Opportunities

The success of this Xumo-MOOHA partnership suggests significant opportunities for continued innovation in mobile out-of-home advertising strategies. The combination of strong brand awareness improvements and measurable behavioral impact demonstrates that moving OOH can serve multiple marketing objectives simultaneously.

As the industry continues to develop more sophisticated measurement techniques and targeting capabilities, partnerships like this one provide a roadmap for maximizing the effectiveness of mobile advertising investments.

Ready to explore how mobile out-of-home advertising can drive engagement and results for your brand? Contact our team to learn more about strategic mobile advertising solutions.

Sources:

• Cord Cutters News – Xumo Brand Campaign Partnership Led to Increased Engagement