A new study conducted by the OAAA and BrandScience provides proof that OOH advertising:
- Delivers good ROI
- Improves campaign ROI in a media mix
- Enhances brand perceptions
The research analyzed four categories: Automotive, CPG Food & Drinks, Consumer Electronics and Retail (non-grocery). An analysis of ad spend and the impact on brand awareness, consideration, recommendation and purchase intent revealed that the allocation of advertising dollars for OOH should be increased.