Out of home ROI and optimization in the media mix

Discusses key research findings from a study into the ROI of out of home in the US, as well as focusing on the role in driving brand metrics across automotive, consumer electronics, retail (non-grocery) and CPG food/drink.
  • Twenty-five out of 100 cases in the study's sales results vault use out of home in their media mix, with the largest proportion being 32%.
  • OOH delivers the second best sales ROI of traditional media, after TV, beating digital display.
  • Including OOH in the mix increases sales revenue ROIs for search by 40% and print by 14%.
  • TV and radio produce diminishing returns, but OOH continues to deliver incremental returns and, if sales are the only objective, budget should be allocated to OOH and taken from radio first, followed by TV....

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