Commissioned by the OAAA, this new analysis from Benchmarketing- a division of Omnicom Media Group- explores ad spend trends across OOH and other media channels against various product categories.
Benchmarketing Key Findings:
- Optimal budget allocation across all media channels demonstrates that OOH budget should be increased to drive higher sales revenue and key brand metric scores.
- ROAS increases with increased allocation to OOH for sales, as well as for brand awareness, brand consideration and purchase intent scores.
- Optimal budget allocation demonstrates that OOH has been an historically significantly under invested media channel.
- Most of the gain in sales and brand metric scores are achieved with the initial incremental increase of OOH.
- Results provide confidence that increasing OOH investment only slightly, achieves significant gains.
Category Analysis: Automotive
Category Analysis: CPG
Category Analysis: Retail Grocery
Media Mix Recommendations
- Use the incremental increase findings to guide stepped adjustments in OOH spending levels to move toward total media plan optimization.
- A “test and learn” best practice advocates for incremental spend shifts by reallocating from channels identified as over-spent, using multiple evaluation, and reporting methods.
Download the complete analysis here.