New study shows OOH media drives higher effectiveness & ROI for brands

A new market study from Benchmarketing—a division of Omnicom Media Group— has revealed that increasing OOH (out-of-home)’s share of media plan allocations leads to increased effectiveness, with measurable impact on sales, brand awareness, consideration, and purchase intent. The new study was commissioned by the Out of Home Advertising Association of America (OAAA) and it reflects the re-emerging importance of Marketing Mix Modeling (MMM) for brands and advertising agencies to measure and evaluate marketing performance. Due to advancements in machine learning and data analytics, coupled with the ability to factor in variables such as budget spending and economic forces, marketers and advertisers are once again relying on MMM as a tool to measure the impact of a brand’s advertising across various marketing channels.

The new Benchmarketing analysis, which particularly incorporates a handful of U.S. brand case studies from the Omnicom network, reaches the same conclusions as previous studies on the value improvement generated by including OOH at significant levels in the media mix. The study looked at three product categories: automotive, CPG food, and retail grocery, exploring US ad spend trends across OOH and other media channels and offering guidelines for allocating media spend levels to optimize improvements in sales and brand metric scores.