National Frozen Pizza Brand Drives a 14.57% Lift in Purchase Intent with  DOOH

With our partners at Screenverse, Smartify's Digital Out-of-Home (DOOH) network helped power a leading national frozen pizza brand's summer campaign, contributing to a +14.57% lift in purchase intent and a +12.52% lift in brand favorability, both far outpacing food and beverage category benchmarks and reinforcing the power of place-based DOOH media in moving consumers from awareness to action.

Campaign Overview

To strengthen brand perception and drive lower-funnel outcomes for a popular variety of its pizza line, a leading national frozen pizza brand ran a DOOH advertising campaign from June 16, 2025 to July 9, 2025. Smartify's urban panel and retail media network helped deliver highly visible placements in the everyday environments where consumers make food decisions, keeping the brand top of mind at exactly the moments that matter.

The Study

To evaluate the campaign's impact, a brand lift study was conducted using a test-versus-control methodology, comparing consumers exposed to the campaign against a matched control group that was not. The survey collected 3,259 responses in total, 1,641 exposed respondents and 1,618 control respondents, across five key performance indicators: Brand Awareness, Ad Recall, Brand Favorability, Consideration, and Intent.

The results showed a clear, funnel-wide effect:

1. Brand Awareness: Product awareness of that pizza variety rose 2.62% among exposed respondents versus the control group, with the strongest gains in the 35–54 age group.
2. Ad Recall: The exposed group recalled seeing a recent online ad for the brand at a 0.19% higher rate than the control group, led by the 45–64 age group.
3. Brand Favorability: Favorability climbed 12.52% among exposed respondents, 2.5x above the food & beverage category benchmark of 6.0%, with lifts concentrated in the 18–54 age group.
4. Consideration: Purchase consideration rose 5.19% for the exposed group, driven by the 35–44 and 55–64 age groups.
5. Purchase Intent: The most significant outcome was a 14.57% lift in purchase intent, 3x above the category intent benchmark of 4.8%, with the 25–34 and 45–64 age groups showing the strongest response.

The most notable movement came at the bottom of the funnel, where favorability and purchase intent both meaningfully outperformed category norms. For the brand, exposure to the campaign didn't just build recognition; it shifted how consumers felt about the brand and what they planned to buy.

“Purchase intent lifted 14.57% — 3x the food & beverage category benchmark of 4.8%.”

Implications for DOOH Advertising

These results underscore how effective targeted, place-based DOOH media can be at driving the lower-funnel metrics that brands care about most. Awareness lifts are valuable, but favorability that runs 2.5x above benchmark and intent that runs 3x above benchmark speak directly to conversion, the outcomes that ultimately move product off the shelf.

That's a compelling story for QSR and CPG brands alike, particularly those focused on driving intent and consideration in crowded, competitive categories. By meeting consumers in the real-world moments that surround shopping and mealtime decisions, Smartify's digital network connects brands with audiences in measurable, meaningful ways.

DOOH advertising is a powerful tool for brands looking to boost awareness, favorability, and intent. Contact us to learn more about working with Smartify to deliver high-performance advertising solutions that drive real business outcomes.