OOH Research Shows Big ROI, Marketers Increase Spending
Date: October 30, 2017
Summary:
Earlier this year, the Outdoor Advertising Association of America reported on the high ROI for out-of-home advertising. A study conducted by Omnicom also found that using OOH with print, radio or digital can extend the reach of these other formats. This news comes at a time when advertisers continue to increase their investment in OOH.
Body:
Earlier this year, the Outdoor Advertising Association of America reported on the high ROI for out-of-home advertising. A study conducted by Omnicom also found that using OOH with print, radio or digital can extend the reach of these other formats. This news comes at a time when advertisers continue to increase their investment in OOH.
According to Omnicom Media Group’s Benchmarketing research, advertisers can count on an added $5.97 in revenue for every $1 they invest in OOH marketing. The study was based on a 10-year span, 25 campaigns which used OOH, and included marketers that allocated 9% of the media mix to OOH. Researchers noted that OOH can increase “the effectiveness of digital search by over 40 percent and print by over 14 percent.”
In the second quarter of 2017, marketers seemed to get the message about the importance of OOH. Ad spending on the format increased 1.5% over the previous year and reached $2.38 billion. For the year, investment in OOH is up 1% – an amount that is better than the increases made in other traditional local media formats. The top four categories for OOH local ad spending in Q2 this year are:
- Miscellaneous services and amusements
- Retail
- Public transportation, hotels, resorts
- Restaurants