How the public screen strengthens the private screen: Why cross-media works

Felicity J. Bigelow, Victoria Parsons and Brian R. Hill

Analyses the cross-media effect that large-format out-of-home (OOH) can have on mobile in impacting the consumer journey and delivering strong brand performance.

Cross-media effects

This article is part of a series of articles from the WARC Guide to cross-media effects. Read more

Mobile advertising is the primary channel of advertising investment across most APAC markets. It is therefore crucial to understand the cross-media effect that other media formats can have on mobile.

Large-format out-of-home (OOH), or ‘public screen’ as it is known in some markets, can serve to reinforce brand awareness and clarity of message during the consumer journey (Fortenberry & McGoldrick, 2020; Taylor et. Al., 2006). Alternatively, mobile, or ‘private screen,’ can be leveraged to communicate...

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