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The Case for Always-On Brand Media
Seasonal OOH bursts are wasted money. Always-on brand media compounds. Here is why the smartest brands never turn OOH off.
6 June 2026 5 min read
Brand recall decays roughly 30% every 6 weeks after an OOH burst ends. That means bursty OOH campaigns spend most of their budget rebuilding the awareness they just lost. Always-on brand media — a rolling fleet of taxis, buses or DOOH panels — compounds instead.
/ What always-on looks like
A brand paying £30k/month for a rolling 15-cab London taxi presence outperforms the same total spend concentrated into two 3-month bursts, on branded search, direct traffic and NPS.
See our approach for how we plan always-on programs.
#always on marketing#brand media#OOH strategy#long term brand building
