A recent study by the Out of Home Advertising Association of America (OAAA) found that brands can see significant returns by shifting just a small percentage of their media budget to Out of Home (OOH) advertising. The study shows that OOH can boost return on ad spend (ROAS) and improve brand metrics like awareness, consideration, and purchase intent, even without increasing the overall budget.
The research, done by Benchmarking, looked at three sectors: Automotive, CPG Food, and Retail Grocery. It found that reallocating a small amount of money to OOH, while cutting back on overspending in TV and digital, can significantly improve a campaign’s performance.
Key takeaways include:
- Automotive: Increasing OOH from 1% to 2% leads to a $52.1 million gain, making up 75% of the total improvement.
- Retail Grocery: Shifting from 8% to 14% in OOH leads to a $16.04 million gain, 61% of the total improvement.
- CPG Food: Moving from 5% to 6% in OOH results in a $2.42 million gain, 70% of the total improvement.
The study shows that OOH is an effective way to drive sales and brand awareness, proving it’s an under-used but powerful channel in advertising.