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Published results offer examples, not a dependable mural-performance benchmark. The available mural-specific case reports brand-attitude lifts for an 11-wall campaign, while other often-cited examples involve digital bus shelters, transit, billboards, or digital out-of-home (DOOH). Those formats and study designs are not interchangeable.
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Start by deciding what “impact” means
A campaign cannot be judged against a vague goal such as “get noticed.” Define the outcome first, then select the key performance indicator (KPI) and study design that can measure it. Awareness, recall, consideration, visitation, and sales describe different effects; a strong result on one does not establish a result on another.
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Possible measures include aided awareness (whether someone recognizes the brand when prompted), unaided awareness (whether they name it without a prompt), ad recall, and message recall. Surveys can compare people modeled as exposed with a suitable control group. The questions, sampling approach, and survey timing matter: recall measured shortly after a flight is not the same as awareness measured later.
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For consideration and purchase intent
Ask whether people would consider or intend to buy the product, using consistent questions for the exposed and control groups. These are stated attitudes, not completed purchases. A lift in purchase intent should not be described as a sales increase.
For store or website visitation
Choose a defined behavior, such as visits to specified stores or post-exposure website activity. Agree in advance how exposure will be modeled, which locations count, how the comparison group will be formed, and what post-exposure lookback period will be used. Geolocation-based attribution can associate exposure with later visits, but a visit association alone does not establish that the ad caused the visit.
For sales
Use a sales-effect study designed to estimate incremental sales rather than treating impressions or visits as a proxy. The report should identify the brand, campaign period, audience, and method. Whether a sales study is feasible, and what data it can use, will depend on the campaign and measurement provider.
Keep one primary KPI tied to the main objective. Additional measures can help explain the result, but they should not be used to substitute for an outcome the campaign did not measure.
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Choose locations for both audience fit and action
Map the intended audience and desired action to candidate neighborhoods, routes, retail catchments, or destinations. A wall that attracts attention but sits far from the intended audience or action may be a poor choice for a local sales objective. Conversely, a location close to stores may be less useful if it does not reach the relevant people.
The OAAA’s 2020 Janovic Paint & Home Decorating Stores case illustrates a proximity-led approach: its New York City OOH campaign selected assets in neighborhoods near nine Manhattan stores and used audience and proximity targeting to reach homeowners and people interested in renovation. The case describes digital bus shelters, not painted murals. Its site-selection logic can inform planning, but its reported results should not be relabeled as mural results.
Before committing to a wall, assess the elements that affect whether the placement can serve the campaign:
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- Relationship to the desired action: Is the wall near the stores, destinations, or area relevant to the objective?
- Visibility and exposure opportunity: Can people encounter the creative in the conditions and time period the campaign is designed for?
- Coverage: Do the locations collectively support the intended geographic reach rather than concentrating too narrowly?
- Measurement feasibility: Can the provider identify campaign exposure and a defensible comparison group for these sites?
There is no universal site-scoring formula established by the cases described here. Ask the media and measurement providers to explain how they evaluate candidate sites, what data support their audience estimates, and what limitations apply to the proposed locations.
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Make the creative work in its physical context
A mural is a large, locally situated execution. The planning question is not only what the artwork looks like, but whether the intended audience can understand the message and identify the brand in the setting where they encounter it. Establish the campaign’s essential message and brand cues before developing a detailed composition, then evaluate how the design reads at the actual site.
Two campaign examples show how local context can enter the creative process. The Janovic OOH case reports a partnership with a local New York City artist. Colossal Media describes GoPuff mural compositions tailored to different occasions. These examples establish that collaboration and occasion-specific creative were used; they do not establish that either feature independently caused a measured lift.
Discuss the site and creative together with the artist or production team. Confirm what is fixed about the location, what can vary across walls, and how the campaign will keep the brand and message recognizable across different compositions. If the creative changes by site or occasion, record those differences in the campaign plan so that results can be interpreted in context.
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Agree on the flight and measurement before launch
Measurement decisions made after a campaign can leave important questions unanswered: who counts as exposed, what qualifies as a visit, or what baseline makes a comparison meaningful. Before launch, align the advertiser, media provider, and research provider on the dates, placements, exposure model, comparison group, survey or attribution period, and required data.
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- Write down the primary objective and KPI. For example, specify whether the goal is unaided awareness, a store visitation rate, or incremental sales. Define the outcome precisely enough that two reporting teams would count it the same way.
- Confirm the campaign footprint and dates. List the sites, markets, formats, and flight dates. Identify any different creative versions or campaign flights that could affect how results should be read.
- Define exposure. Ask how the provider will determine that a person was exposed to a mural. Request an explanation of the exposure model, the data it uses, and its limits rather than assuming that proximity automatically means an individual saw the ad.
- Define the comparison. Specify how the control or unexposed group will be selected and how it will be made suitable for comparison with the exposed group. If a pre-campaign baseline is available, establish how it will be used.
- Set the measurement window. Decide when surveys will run or how long after exposure visits or sales will be counted. Report that period with the outcome; a result without its time window is difficult to interpret.
- Agree on data access and privacy requirements. Clarify what data the providers need, what they will return, and what privacy or geographic constraints apply. Requirements and available methods can vary by provider and location; the cases do not establish one universal legal or technical standard.
- Plan the final report. Require the campaign dates and markets, placements and formats, study population, exposure and control definitions, measurement period, outcome, and limitations. Ask the provider to distinguish what it measured from what the results can support.
MFour describes several approaches for OOH measurement, including geolocation-based exposure modeling, intercept surveys, matched exposed and control groups, and attribution modeling. Its white paper also gives examples of survey outcomes and transit campaigns. These are provider-described methods and examples, not proof that every approach is available or appropriate for every mural campaign.
Match the measurement method to the question
| Campaign question | Possible KPI | What to define before launch | Interpretation limit |
|---|---|---|---|
| Did awareness or recall change? | Aided or unaided awareness; ad or message recall | Survey questions, timing, exposed group, comparison group, and sampling details | A survey result is an attitude or recall measure, not evidence of a completed purchase. |
| Did people become more likely to consider or buy? | Consideration or purchase intent | Consistent questions and a comparison group for exposed and control respondents | Stated intent does not establish a sale. |
| Did people visit a store or website? | Visitation rate, visits, or defined post-exposure site activity | Exposure model, comparison group, locations counted, lookback period, and data limits | Attribution can associate exposure with a later visit without proving the ad caused it. |
| Did the campaign increase sales? | Incremental sales or sales lift | Sales-effect method, brand, period, audience, and comparison basis | Do not infer sales lift from delivery, awareness, intent, or visitation alone. |
Use the same outcome definition when comparing campaigns or creative versions. A percentage change in awareness cannot be compared directly with a visitation lift or a sales change: they measure different things, under potentially different study designs.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What published campaign results do—and do not—show
Published case studies help illustrate possible designs and reported outcomes. They do not establish a representative industry-wide mural effectiveness figure. The results below come from different campaigns and formats, so treat them as context, not forecasts.
| Case | Format and reported result | What the evidence supports |
|---|---|---|
| GoPuff / Colossal Media | Colossal describes an 11-wall mural campaign and reports a 30% lift in brand awareness and a 20% lift in positive brand sentiment, purchase intent, and likelihood to recommend. It also says mural walls exceeded other ad formats in brand-awareness lift by 8% and purchase intent by 14%. | These are Colossal’s reported results for its campaign and a custom accretive study. The page does not provide full sample or analysis details, and it does not state a publication year. The figures are not a forecast for another advertiser. |
| Janovic Paint & Home Decorating Stores / OAAA | The OAAA’s 2020 case reports a 35% increase in visitation rate for an OOH campaign with digital bus shelters and two New York City flights. It also reports more than 2,000 additional website visitations associated with mobile geofencing. | The case describes exposed/unexposed and pre/in-campaign measurement, reach, and frequency reporting. It is a broader OOH example, not a painted mural campaign. |
| The Heel Inc / Lamar Advertising | Lamar’s 2023 campaign case reports 58,465 devices tracked and describes store and website visitation measurement with a 14-day lookback. | The page describes an exposed-versus-unexposed comparison but supplies no numerical visitation lift in the reviewed text. Device count is not itself an impact measure. |
| Clear Channel Outdoor / beverage brand, Circana/NCS | The sales-effect case reports a 0.84% sales increase and $11 million in additional sales for a DOOH campaign. | The page describes sales-effect measurement; its publication year is not stated. It is not a mural-specific result, and the figures should not be transferred to a mural campaign. |
| MFour white paper examples | MFour’s 2025 white paper gives examples of a 60% increase in unaided brand awareness, 79% ad recall within 24 hours, and a 28% lift in purchase intent for an eBay digital-transit case. | These are provider-published transit OOH examples, not mural benchmarks or independent estimates of typical performance. |
The cases demonstrate why a headline percentage is not enough to judge a campaign. The format, objective, comparison design, population, timing, and reporting detail all affect what a result means. For example, the Heel case reports the number of tracked devices and a lookback period but no numerical lift in the reviewed text; that count cannot be substituted for a measured change in visitation.
Read results as evidence, not as a guarantee
A useful report distinguishes three things: what the campaign delivered, what the study measured, and what the design permits the advertiser to conclude. Estimated reach or frequency describes delivery. Survey responses describe measured attitudes or recall. Visits and sales require their own definitions and analysis. Do not convert one category into another without evidence.
When a study compares exposed and control groups, inspect how those groups were defined and whether the report explains the comparison. For visitation, check the lookback window and counted locations. For surveys, check the questions, field timing, and sampling details. For sales, check which period and audience the sales-effect analysis covers. If information is absent from a published case, describe the result as the publisher reports it rather than filling in missing methodological details.
Vendor or association case studies are useful for seeing how particular campaigns were run, but they are not independent guarantees of future performance. The GoPuff case, Janovic campaign, and Circana/NCS sales case differ in format and study design. Their published lifts should not be combined into a single expected result for mural advertising.
Use a campaign brief that connects plan to proof
A concise brief can prevent a gap between the campaign idea and the eventual report. Include the following before approving placements:
- Business objective: The outcome the campaign is meant to influence.
- Primary KPI: The measure that will determine whether the objective was met.
- Audience and geography: Who the campaign is intended to reach and which areas or destinations matter.
- Sites and creative: Proposed walls, flight dates, creative versions, and relevant local context.
- Measurement plan: Exposure definition, exposed and comparison groups, baseline if available, survey or attribution method, and time window.
- Data and privacy terms: Required inputs, reporting outputs, and provider-specific constraints.
- Decision rule: How the result will inform a next step, such as adjusting locations, creative, or the measurement approach. Set this before seeing the result to avoid choosing a favorable KPI afterward.
When comparing two campaign options, use the same decision criteria: audience fit, proximity to the intended action, format and creative flexibility, timing and exposure opportunity, measurement method and comparison group, and alignment between KPI and business objective. The cases described here illustrate these considerations but do not rank mural vendors against one another.
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