Media Planning & Buying

OOH delivers maximum ROI, says an OAAA report

While TV and radio are high in diminishing returns, OOH delivers linear incremental returns in general, offering consistent ROI growth, says report.

Published

May 19, 2017

M4G Bureau

For each dollar spent on OOH advertising, an average of $5.97 is generated in product sales, according to a new report released by the Outdoor Advertising Association of America (OAAA). While radio, print, and digital display advertising receive a greater share of campaign dollars in the average media mix, OOH produces a higher return on investment (ROI).

The report, conducted by Omnicom Media Group’s Benchmarketing found that when OOH is incorporated into the media mix, it improves overall campaign revenue ROI. OOH increases the effectiveness of digital search by over 40% and print by over 14%.

While TV and radio are high in diminishing returns, OOH delivers linear incremental returns in general, offering consistent ROI growth. In the analysis of four product categories, Benchmarketing advises OOH share of budgets of all sizes – small, medium and large – should be increased two to three times over current allocations. The study offers media planner’s insights on media channel share reductions to fund the increases in OOH share.

The OOH ROI and Optimization in the Media Mixing report analyzed 100 US media campaigns, 25 of which used OOH. The cases span the last 10 years and OOH’s share of the media mix averaged 9%.