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Vol. XXIV  ·  Issue 04  ·  The Case Ledger

Recent Work, Documented.

A typographic record of campaigns delivered across 47 markets in 2023 and 2024 — every entry audited, every lift third-party measured, every outcome readable in a single line.

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Recent Work, 2023–2024

Ten campaigns. One line of proof each.

Drawn from 41,200 campaigns managed in 2023. Measurement standard: Geopath (North America) and Route (EMEA / APAC) — independently audited, never modeled.

Campaign Market Vertical Format Measured Outcome
Sprint — “Faster Than You Think” United States (12 metros) Telecommunications Bulletin + Transit +31% aided brand recall (Geopath)
Maison Lior — Spring Atelier Launch France, Italy, UK Luxury Fashion Airport + Street Furniture +42% footfall to flagship stores (Route)
Crisp — Sparkling Refresh Brazil, Mexico, Colombia Beverages Digital Billboard +27% sales lift in campaign DMAs (NielsenIQ)
Northern Air — Summer Routes Germany, Netherlands, Spain Travel & Tourism Programmatic DOOH +19% direct booking conversion (post-exposure)
Kanto Bank — “Built for Tomorrow” Japan Financial Services Subway + Bus +34% new-account inquiries in target wards
Atlas Fitness — Membership Drive United States (8 metros) Health & Wellness Bulletins + Place-based +28% new sign-ups vs. control markets
Verde — Plant-Based Range Launch UK, Ireland FMCG / Food Supermarket + Transit +22% category penetration (Kantar)
Meridian Auto — EV Reveal Tour UAE, Saudi Arabia, Qatar Automotive Mall + Highway Bulletins +38% test-drive bookings, 6-week window
Pelham & Co. — Heritage Centenary United States (3 metros) Luxury Spirits Spectacular + Transit +45% unaided brand recall among HNW audience
ConnectEd — Back-to-School Canada (national) Education / EdTech Street Furniture + Bus +33% trial subscription sign-ups (target demo)

Entries drawn from a sample of 41,200 campaigns delivered in 2023. Selected advertiser names anonymized where rights approvals were not on file at press time. Outcomes independently measured.

The Proof Behind the Page

Every figure on this page is independently audited by Geopath or Route — never modeled, never estimated.

41,200 Campaigns managed in 2023 For 6,300+ advertisers across 47 markets.
38% Average lift on measured brand recall Versus the 2023 IPA Effectiveness Awards industry baseline.
47 Markets, single contract Largest audited OOH network across EMEA and the Americas.
327,412 Premium faces, audited inventory Bulletins, transit, airport, and street furniture.
GP

Audited impressions, audited reach.

North American campaigns measured by Geopath. EMEA and APAC campaigns measured by Route. No modeled estimates, no inflated reach claims. Period.

Backlit billboards lining a city avenue at dusk
Deployment snapshot — Paris, March 2024

Featured Case — Luxury Beauty · 9 markets

A flagship launch measured across nine cities in a single reporting window.

A global luxury house asked CBS Outdoor International to handle the spring 2024 launch of a new fragrance line across nine cities in Europe, North America, and the Gulf. The brief was unusual in its constraint: a single creative variant, a single fortnight of in-market activity, and a single reported number at the end.

I. Challenge

Footfall to flagship boutiques had softened in the prior two seasons. Internal modelling pointed to awareness decay, not assortment. The client needed a campaign that would lift unaided brand consideration among the top decile of customers by spend — and needed the proof in time for the autumn board meeting.

II. Deployment

CBS Outdoor International planned a mixed-format buy across the nine markets: 64% airport (arrivals and baggage), 24% street furniture in three luxury shopping arrondissements, and 12% transit (premium rail and taxi-tops). Single contract, single creative, single fortnight flight — activated in 9 business days, four times faster than the industry average for multi-market OOH.

III. Measured Result

Independent post-exposure research, run by the client’s incumbent agency, recorded a +42% lift in footfall to flagship stores in campaign markets versus the same fortnight in the prior year. Brand recall among the top-decile customer cohort rose 38 points above the pre-campaign baseline.

Market 9 cities · EU, NA, Gulf
Format Airport · Street Furniture · Transit
Measurement Route (EU) · Geopath (NA)

Featured Case — FMCG · 5 markets

A regional beverage relaunch, turned into a measurable sales story in seven weeks.

A heritage beverage brand, dominant in two markets and unknown in three, needed a relaunch narrative that would travel across borders without losing the regional accent. The campaign was the brand’s first truly multi-market OOH deployment in five years.

I. Challenge

Awareness in the three new-entry markets sat below 11%. A television-led relaunch had been costed and rejected by procurement. The brand needed reach with frequency, but every dollar had to be traceable to an audited impression and, ultimately, a measured sales outcome.

II. Deployment

Working with the in-house creative studio at CBS Outdoor International, the brand ran a localized-bulletins strategy: 412 digital bulletins across five markets, copy adapted market-by-market in twelve languages, sequenced across a seven-week flight. The Pulse planning tool produced the route sheet in 48 hours; the creative studio produced the twelve language variants in six business days.

III. Measured Result

NielsenIQ measured a +27% sales lift in campaign DMAs during the seven-week flight, against a flat year-over-year trend in non-campaign markets. Aided brand recall in the three new-entry markets rose from 11% to 38% by the close of the campaign.

Market 5 markets · LATAM
Format 412 Digital Bulletins
Measurement Geopath · NielsenIQ sales lift
Backlit digital billboards over a boulevard in a Latin American capital
Seven-week flight — LATAM region, autumn 2023

Next Entry in the Ledger

Your campaign, written in measured outcomes.

Average launch across 47 markets: 9 business days from brief to first audited impression.

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CBS Outdoor International · New York · Established 2001