- 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...
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