OOH can help brands derive higher ROI from advertising

World Advertising Research Centre (WARC) in its new Global Ad Trends Report maintains that globally, marketers of successful brands allocate an average of only 13% of their budgets to OOH advertising. This despite the lower cost of OOH compared to other paid media.

WARC analysed data from 96 countries—including Canada, the U.S., the U.K., France, Germany, Japan, China and Australia—over an eight-year period ending in 2016. It found OOH’s cost per thousand impressions among adults 18 and up was $6.41, compared to an average of $12.20 across all media.

A Sign Media report states that the WARC analysis suggests advertisers could improve their return on investment (ROI) by increasing their level of spending in OOH.