Xumo is pointing to new brand-lift results from the Moving Out of Home Association as evidence that mobile out-of-home advertising can move both awareness and action for streaming brands. The xumo mooha brand study, announced by MOOHA on November 4, 2025, measured a campaign promoting Xumo TV, Xumo Stream Box and the free ad-supported streaming TV service Xumo Play.
Study reports gains across recall, awareness and consideration
According to MOOHA, exposed consumers showed a 24% lift in ad recall, along with a 21% lift in awareness, an 18% lift in message association and a 26% lift in consideration. The group also said users exposed to the moving out-of-home campaign were 61% more likely to visit Xumo’s website than unexposed users, suggesting the campaign produced measurable behavioral impact beyond brand perception.
The research was conducted with Reveal Mobile and analyzed 1,318 mobile users, including 697 people in an unexposed control group and 621 people who were exposed to the campaign through digital and moving OOH formats. MOOHA said its methodology matched real-world ad exposure to historical mobile location data, then served surveys across mobile apps to compare control and test audiences.
Campaign focused on Atlanta market reach
The campaign targeted the Atlanta designated market area and included mobile and digital out-of-home placements promoting Xumo’s streaming devices and services. Xumo vice president of marketing Fern Feisel said the partnership gave the company “a new, unique way” to reach consumers in the Atlanta DMA and delivered results in both brand impact and direct engagement.
MOOHA said the effort was led by founding members Adgile Media, LED Truck and Wrapify, with additional participation from Allover Media, Can’t Miss Us, Carvertise, Firefly, Movia and Robot.com. LED Truck Media separately described the campaign as running from April 1 to May 27, 2025; the PR Newswire release and some reposts list the year as 2005, creating an apparent date inconsistency in public materials.
Why the results matter for advertisers
The findings arrive as Xumo continues to position itself as both a streaming platform and an advertising environment for brands seeking premium video audiences. In 2026, the company highlighted separate research arguing that premium video platforms can produce stronger co-viewing, attention and session length than short-form environments, while also expanding contextual targeting capabilities across FAST inventory through Gracenote and IRIS.TV integrations.
For MOOHA, the Xumo campaign serves as a proof point for moving OOH at a time when advertisers are demanding stronger attribution from traditional and emerging media channels. Noah Klas, MOOHA’s executive lead and vice president of membership at DPAA, said the study was well suited to measure both brand metrics and website visitation because the campaign was built around awareness and direct engagement goals.
The results do not settle every question around mobile OOH measurement, but they add a concrete case study for marketers evaluating how location-based exposure, mobile surveys and website visitation data can be combined to assess campaign performance. For Xumo, the headline takeaway is straightforward: the MOOHA-backed campaign reportedly lifted ad recall by 24% and gave the streaming company a measurable boost in consumer engagement.
