Observed Signal · Oct 12, 2026 · Other · Source: Meedia · Impact: 2/5 · Sentiment: Positive
Murals: Unique OOH Ads Deliver 4.8x More Attention
In a programmatic media world, unique advertising formats are rare. According to Andrea Koch, managing director at It Works Außenwerbung, hand-painted wall murals (Murals) are an exception. A recent study by Lumen Research found that Murals generate 4.8 times more attention for brands than classic OOH surfaces. Koch argues that Murals offer a counter-trend to the increasing commoditization of programmatic and AI-driven advertising by providing unique, high-impact placements that resonate with young, urban audiences. They create a ripple effect from paid to earned media and into real life, enhancing brand visibility and acceptance of OOH advertising. While Murals require more effort than standard programmatic campaigns, their qualitative value in boosting brand relevance makes them a valuable complement to scalable media plans.
The article provides insights into the value of unique OOH formats (Murals) in a programmatic world, citing attention metrics from Lumen Research. It is relevant to AdTech and OOH advertising, but it is an opinion piece without major industry-shifting announcements.
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Key Takeaways & Evidence Grounding
- Lumen Research study shows Murals generate 4.8x more attention than classic OOH.
- Andrea Koch is managing director at It Works Außenwerbung.
- Murals are hand-painted wall murals used for brand advertising.
- Brands like Hornbach, Tommy Hilfiger, Levi's, Paulaner, and Smart use Murals.
- Murals create an overspill effect from paid to earned media.
Connected Companies & Entities
1 Entity mapped“Lumen Research study found that Murals generate 4.8x more attention for brands than classic OOH surfaces.”
Ontology Mapping & Concepts
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Programmatic OOH: From Analog Posters to Digital Performance
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