Out of Home Resources

The study shows the growing impact of OOH advertising when used consistently and at scale to drive return on investment (ROI), highlighting the significant gains for brands investing in OOH as part of their media mix.

Planning your advertising strategy for Christmas is like preparing for the Christmas grand feast or gearing up for a big game. You need the right mix of ingredients and tactics to ensure everything comes together perfectly.

Analytic Partners’ data shows just how far Out of Home stretches campaign ROI – it makes TV and digital investments perform better, driving returns up 27 per cent. Tara Coverdale, Group Director, Data & Insights at oOh!media, says marketers have already worked that out, which is why OOH investment is powering.

“I like to think that out-of-home advertising is just public space art that happens to be sponsored by your brand,” Josh Gurgiel, head of oOh!media’s creative and innovation hub POLY, told Mediaweek.

oOh! knows from years of market education that agencies and clients understand that Reach and Frequency are fundamental to every OOH plan. However, with Impact taking centre stage, both agencies and clients are now seeking innovative strategies to enhance the effectiveness of their campaigns.

While out of home is making transformative moves in digitisation, innovation in measurement and attribution is also propelling the sector forward, writes oOh!media CEO Cathy O’Connor.