Benchmarks for out-of-home media: Generating insights from an analysis of best-in-class case studies

Expands the scope of current OOH research and generates benchmark statistics for the memory, attitudinal, and behavioral KPIs for OOH media campaigns.
  • 41 case studies from the OAAA library were analyzed, producing nine benchmarks and other campaign outcome data points.
  • Billboards were used in 81% of campaigns analyzed in this report, street furniture in 39%, transit in 50%, and place-based in 25%.
  • With 86% of campaigns reporting a behavioral KPI, it was the most frequently reported outcome measure.
  • Across nine observations, the average product recall for best-in-class case studies was 32.6%, while the average increase in sales attributed to OOH is 23.8%....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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