96% of marketers in the US achieved RoI Goals with OOH campaigns: OneScreen.ai study
By M4G Bureau - September 15, 2022
78% of survey respondents using OOH plan to increase their OOH budget over the next 12 months while 96% of marketers are seeing an average monthly revenue increase of 50%
OneScreen.ai, the marketplace provider for buying and selling OOH advertising, has released its third research report in a series of studies, this one citing nearly all (96%) respondents are satisfied (50%) or very satisfied (46%) with the ROI of their current OOH marketing campaigns. On average, these companies have seen monthly revenue increase by more than 50%. The findings also reported 78% of companies using OOH plan to increase their OOH budget over the next 12 months. In partnership with Kickstand Communications, OneScreen.ai surveyed more than 600 marketing professionals who use digital and/or traditional OOH advertising in 46 states in the U.S.
“While real-world advertising has long been an exciting medium, some marketers and brands have been hesitant to invest in OOH because the ROI hasn’t been as easy to prove as with internet marketing,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “But recent advances in OOH measurement, combined with diminishing digital marketing returns and digitally-fatigued consumers who are paying more attention to their surroundings than ever before, have the OOH industry poised for its greatest growth yet. The ability to effectively and broadly measure the impact of OOH is leaving brands and marketers extremely satisfied with the results of their campaigns, and as a result, they are investing more in real-world marketing.”
The success of OOH doesn’t hinge on monetary ROI alone. Advertisers also judge the performance of OOH ads by:
- Increased social media engagement (67%)
- Higher website traffic (54%)
- Stronger brand recognition and awareness (44%)
And 96% say they are reaching those goals, cited the findings of the study.
For both traditional and digital mediums, respondents saw the strongest ROI from billboard advertisements:
- For users of traditional OOH, 40% said junior bulletin/junior poster billboards showed the strongest ROI
- Users of digital OOH and those who use both digital and traditional say the strongest ROI is with digital billboards (38%)
The qualities that make OOH a rich, impactful, and targeted marketing channel are also the source of headaches for those who buy OOH with 84% of those surveyed saying they struggle primarily with determining the right medium, but also with navigating other aspects of the OOH buying and management process.
On average, companies are spending an additional 17 hours per week to find and manage OOH inventory. Nearly 76% say greater visibility into inventory availability would make their company more likely to increase marketing budget allocation to OOH advertising. With one-stop technology platforms such as OneScreen.ai, efficiencies are reducing the number of new hires to manage OOH advertising programs.