Analytic Partners: Marketers prioritising OOH can reap better ROI

Brands allocating proportionally more of their marketing budget to out-of-home (OOH) achieve a +17% stronger ROI, according to research by Analytic Partners via oOh!media.

The research also found that OOH, when used in conjunction with TV and digital, delivers 27% higher ROI compared to TV alone for the same investment. 

The Analytic Partners research leverages the largest market mix modelling data set in Australia, based on 20 years of data from more than 500 econometric studies created for hundreds of brands with a combined advertising spend in excess of $34 billion.  

Other key findings revealed that incorporating OOH alongside TV boosts ROI by +18% compared to using TV alone, for the same investment; using multiple OOH formats generates a +30% increase in ROI; and data led, category buyer targeting delivers twice the ROI of demographic targeting. 

Brands that boost their media and marketing spend during recessions experience a 17% increase in sales, with 60% achieving overall growth, according to the study. 

The combination of digital and OOH delivers a 39% stronger ROI for budgets under $1 million compared to television alone.  

Analytic Partners ANZ MD Paul Sinkinson said the data shows OOH is a strong foundation for driving media effectiveness, particularly in times when budgets and every dollar is heavily scrutinised. 

"OOH is a cost-effective channel for building reach among mass audiences and provides a platform for performance media to drive synergy," he said.

oOh!media's group director - data and insights, Tara Coverdale, said OOH advertising is more critical than ever for brands looking to maximise their media investments.

"It continues to demonstrate its growing effectiveness, providing brands with a robust and unmissable platform to reach and engage audiences at scale. By leveraging its unique strengths, advertisers can unlock new levels of growth and ROI," she said.