OOH ROI and media mix optimization

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.
  • It found that OOH is often under-allocated, regardless of budget size or the purchase-journey phase the advertiser was aiming to influence, which led to diminished effectiveness of overall media investments.
  • According to Benchmarketing’s econometric media mix modeling, the ad channels that should be reduced most often to fund higher levels of OOH are TV, print, digital display, and radio.
  • The study offers media planners specific insights on media channel share reductions to fund the increases in OOH share based on budget size and phase of the consumer journey targeted for influence.
  • The category currently receiving the highest...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands