Case study · easyJet × 30Seconds Media
Controlled geo-lift case study
How easyJet drove incremental flight bookings across the 30Seconds Media network.
“
We’ve been really encouraged by the results of our work with 30Seconds, which demonstrated a measurable uplift in flight bookings and provided evidence of the channel’s potential for us. The findings have given us confidence to look to roll these out in relevant local environments.
Kyle Nimmo, Head of Media Investment, easyJet
The challenge
Beyond reach. Towards proof.
Out-of-home has never struggled to prove reach and attention. The harder question, the one advertisers increasingly ask, is whether that exposure changes real commercial behaviour.
Answering it convincingly means moving past impressions to prove incremental impact under independent, controlled measurement.
easyJet and 30Seconds Media set out to test exactly that.
Where out-of-home starts
Reach and impressions
Exposure and attention: the traditional out-of-home story.
What this study set out to prove
Measured incremental impact
A proven change in bookings that an advertiser would not otherwise have seen.
Test window
11 May – 19 Jul 2026
Out-of-home activity ran across the 30Seconds network over a defined campaign period and was independently measured by Route1 to assess its effect on flight bookings.
The test used a geo-based incrementality methodology to ensure easyJet was measuring the true impact of its advertising.
The result: a clear, independently verified impact on customer behaviour.
The campaign
easyJet, live in the lift lobby.
The campaign ran alongside building notices on 30Seconds noticeboards in lift lobbies and entrance foyers, reaching residents and workers at the moment they pause.
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The methodology
Incrementality, measured.
Geo-lift is designed to measure incremental impact, in three steps.
01
Match
Identify markets that behave alike, then split them into test and control groups.
02
Activate
Run the out-of-home campaign in the test regions only, leaving the control regions untouched.
03
Measure
Measure the gap between the test regions and the matched control. That gap is the true incremental lift.
The matched control regions provide an estimate of what would have happened without the activity, allowing the incremental effect of the campaign to be measured.
The result
A statistically significant uplift in flight bookings.
Measured independently by Route1
Flight bookings increased in exposed markets versus the matched control group. Independent geo-lift analysis demonstrated a measurable positive uplift in customer behaviour during the campaign period.
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Route1 geo-lift analysis, April to August 2026. The dashed lines mark the campaign window.
What’s next
A clear early signal and a case to scale.
For easyJet, the study provides independent evidence of measurable, incremental business outcomes and strengthens the case for deploying the activity across relevant local environments.
For 30Seconds Media, it proves impact as well as reach.
Independent
Measured by Route1, not self-reported.
Incremental
Controlled geo-lift, independently measured.
Commercial
Revenue impact, not just reach.
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The outcome
From reach to impact.
The measured uplift in flight bookings translated into positive incremental impact.
Route1’s modelling demonstrated a positive commercial outcome from the activity, reinforcing the effectiveness signal identified through the controlled geo-lift study.
Put your brand
on our network
FAQ
How do I book a campaign on the 30Seconds Media network?
Can agencies buy on behalf of their clients?
Can I buy the network programmatically?
How long does a campaign need to run?
Can I target specific cities or buildings?
Get in touch with your objectives, dates and target audience. Our team will put together a plan and proposal, confirm availability across the network, and manage everything through to launch and reporting.
Yes. We are built to be a strong commercial partner for planning and buying teams, with reliable inventory, fast turnaround and a dedicated point of contact for every plan.
Yes. The full 30Seconds Media network is available through our partner DSPs. Target by location, time of day and audience type, fully integrated into your existing workflow.
It depends on your objectives. Because residents and workers pass the same screens several times a day, campaigns build recall quickly. Our team will recommend a flight length that delivers the frequency you need.
Yes. Campaigns can run across the whole network or be targeted to specific cities, building types and audiences, residential or commercial.
Who will see my campaign?
How large is the network?
How is campaign performance measured?
Why is indoor DOOH so effective?
A high-income, professionally active urban audience, reached in the lift lobbies and entrance foyers of residential and commercial buildings across UK cities.
The network covers 750+ screens across 530 sites in 20 UK cities, delivering around 4 million weekly impressions.
Every campaign can be independently measured through Route1, our specialist OOH econometrics partner, with verified audience data, impact measurement and attribution modelling, reported in a format that works for both marketing and finance teams.
Screens sit at the final touchpoint before home or work. Audiences are stationary in a low-distraction environment, with an average dwell time of 30 seconds and repeated daily exposure.
What creative formats do you accept?
Can I include a QR code in my creative?
Can I schedule creative by time of day?
Is there any content you do not accept?
We accept static and video creative for our digital screens. Our team will share full specifications when you book and can advise on what works best in a lift lobby environment.
Yes. QR codes let audiences act on your message straight from their phone, taking them to an offer, sign-up or landing page.
Yes. Dynamic dayparting lets you schedule content to specific time windows, so your campaign reaches the right audience at the right moment: morning commute, lunchtime or evening return.
All creative is reviewed before it goes live to make sure it is suitable for residential and commercial buildings. If anything needs changing, our team will let you know before launch.
CW12 4TR, United Kingdom
letschat@peppermintsoda.co.uk.
