Outdoor advertising provides the third biggest return on investment of all mediums and the best of all printed formats, new independent research finds.
The preliminary results of a study by market research firm The Leading Edge found that when using TV as a baseline, out-of-home was behind only digital and TV advertising in ROI, outpacing magazines, newspapers and radio among other methods.
It also found retail advertising – such as point of sale and shopping centre advertising – gave the most bang for buck of any out-of-home method with 99 per cent higher return than TV, followed by ‘experimental’ at 26 per cent better and billboards six per cent.
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When coupled with TV advertising, outdoor can improve the ROI of a campaign by 15 per cent and 23 per cent if combined with both TV and digital.
Out-of-home also increases its effectiveness in the television non-ratings period of December to January and overtakes TV to become the best traditional medium of driving consumer purchase.
The research was based on date compiled from more than 140 studies and over 80 clients that have collectively spent more than $4bn on advertising over the past 10 years.
It is the first time The Leading Edge has used its data to analyse the effectiveness of particular mediums.
Brendon Cook, chief executive of Australia’s biggest outdoor media company oOh! Media, says the research proves that the company’s multi-format media inventory is effective for reaching, engaging and impacting audiences to drive sales.
“We know that the fast changing media landscape has meant that the consumer is more in control and advertising is more vulnerable than ever before with ad content being skipped, paused, zapped and or time shifted,” he says.
“During any week, more Australians pass one or more oOh! signs – on roads and motorways, in shopping centres, cafés, airport terminals, sport centres, university campuses or pubs.
“We expect the out-of-home influence on sales will increase further as consumers engage more deeply, using their mobile devices to interact with our inventory.
“There is no other medium that is as pervasive, physical, persistent or persuasive than out-of-home nor any other media company that is within such close proximity to places where people make brand decision.”
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