The Out-of-Home industry, in partnership with BrandScience, presented results from a collation of 600 econometrics studies across a variety of categories and countries, including Australia, offering insight in to how out-of-home increases return on investment (ROI).

According to the OMA, data from these case studies, which included thousands of advertising campaigns, looked at how Out-of-Home performed; relative to other media channels, independently and in synergy with other media channels and in trends of effectiveness over time.

Following the launch earlier this year of MOVE, the industry’s audience measurement system providing accountability to advertisers, these new studies provide solid data as to how out-of-home performs in the market.

Some research highlights showed that out-of-home:

• Delivers a high ROI,
• Multiplies and expands the ROI of other media channels,
• Reaches as many people as TV at a fraction of the cost,
• Increases the memory of a TVC or an online campaign by 30 per cent,
• Improves a campaign’s diminishing returns.

Charmaine Moldrich, CEO of the OMA said the research was a logical next step after MOVE. She says, “MOVE provides advertisers with the accountability and transparency they were seeking; this research goes a step further and looks at how Out-of-Home works with other media channels in the marketing mix and specifically what the ROI is relative to other media.”

“We feel the research findings confirm what the industry always knew, that out-of-home delivers exceptional results to advertisers.”

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