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OOH Ads Raise ROI; Outperform TV, Radio & Print In Driving Online Activity

Recent studies regarding out of home advertising’s effect on ad campaign ROI’s and online activity are a potent reminder that campaigns go better with outdoor advertising. Omnicom Group’s Benchmarketing revealed a dollar in OOH ads results in almost $6 in sales while Nielsen showed that out of home ads drive online activity much more cost effectively than television, radio and print. Both reports indicate the powerful connection between OOH and search.

OOH Vs Radio, Print and Digital Display Advertising

According to a study conducted by Omnicom Media Group’s Benchmarketing, OOH ROI and Optimization in the Media Mixing, OOH ads create a higher ROI than radio, print and digital display advertising.

They found that “for each dollar spent on out of home advertising, an average of $5.97 is generated in product sales.”

In addition, “when OOH is incorporated into the media mix, it improves overall campaign revenue ROI. OOH increases the effectiveness of digital search by over 40 percent and print by over 14 percent.”

OOH Vs Television, Radio, and Print

Nielsen’s OOH Online Activation Survey found that “OOH delivers more online activity per ad dollar spent compared to television, radio, and print.”

Despite being more effective, OOH is typically the smallest part of an ad spend:

“Online activations including search, Facebook, Twitter, and Instagram activity generated by OOH indexes at about four times the expected rate given its relative ad spend. For example, OOH media accounts for 26 percent of gross search activation generated by television, radio, print and OOH, combined but it only accounts for 7 percent of the total combined advertising spend.”

OOH + Search

Both reports make it clear that OOH advertising has an outsized effect on search activity.

As Benchmarketing noted, “OOH increases the effectiveness of digital search by over 40 percent.”

While Nielsen pointed out that “nearly five in 10 US adults (46%) have used Google, Bing, Yahoo, or another Internet search engine to look up information after seeing or hearing something advertised on a billboard, bus shelter, or other OOH format in the past six months.”

Despite being counterintuitive for some, the reality is that outdoor and out of home advertising increase ROI and online activations more effectively than other forms of media.

Rodolfo Queiroz

Rodolfo Queiroz

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