Zappi expands Amplify Advertising System with out-of-home testing

Out-of-home (OOH) advertising is one of the most powerful ways to build awareness and drive impact. The challenge? It’s long been one of the hardest channels to test. Brands spend billions globally on billboards, transit and street-level media, making OOH the third-largest ad channel after TV and social video. But unlike digital or TV, marketers haven’t had a reliable way to understand how people actually respond to their outdoor creative in the moments that matter.

Today, that changes with the launch of Zappi Amplify OOH, now available in beta for CPG and QSR brands in the US and UK.

Brands have been asking for this. In fact, OOH has increasingly been included in RFPs as brands look for ways to maximize ROI across all media investments. 

By bringing OOH into the Amplify ecosystem, Zappi allows marketers to:

• Test outdoor creative alongside TV, digital and social within a single system

• Benchmark performance using real-world, in-context exposures

• Build more consumer-centric campaigns that deliver impact in market

This isn’t just about filling a channel gap—it’s about ensuring the voice of the consumer is heard consistently across every touchpoint. With OOH now connected to TV, digital and social, brands can design campaigns that truly resonate with consumers and drive more effective creative.

This closes a critical competitive gap and ensures that OOH creative can now be optimized with the same evidence-based approach brands expect from Zappi.

Zappi’s approach is rooted in how people actually experience OOH. Unlike traditional testing methods that rely on long exposures or artificial environments, Amplify OOH uses 2-second timed exposures—a scientifically validated standard aligned with human behavior.

Why 2 seconds? Because that’s how long (or short) most billboards or posters are seen in real life. Backed by Daniel Kahneman’s research on System 1 thinking, Zappi’s methodology measures true breakthrough potential by tapping into fast, intuitive recognition.

This means brands get a realistic read on whether their creative can cut through the clutter, grab attention and stick in memory. By grounding measurement in real human behavior, Amplify OOH gives marketers and insights teams the confidence to create work that truly connects with people.

OOH isn’t just a new solution—it’s a natural extension of the Amplify Advertising System, which covers every stage of creative development: from claims and storyboards to TV, digital and now outdoor. By centralizing insight generation across formats, Zappi helps brands make faster, smarter creative decisions—closing the gap between ideation and market impact.

The launch of Amplify OOH is just part of Zappi’s broader in-context ad testing and development system. As Zappi continues to expand its coverage of more markets and categories, more brands can gain more confidence that every dollar spent is supported by predictive, context-rich insights.

In an advertising world where attention is scarce, the ability to measure and optimize outdoor creative in the same way as digital and TV is a game-changer.

Amplify OOH is another step in Zappi’s mission to help brands build winning brands by keeping consumers at the center of every creative decision. Want to check it out? Reach out to Zappi for a demo today.