Press Release For Immediate Circulation
Toronto – October 12, 2010
BrandScience, an international marketing and business consultancy has conducted a new analysis of 600 case studies from countries including the UK, Germany, Denmark, Sweden, Norway, Finland and Australia. This new research builds on results of a quantitative analysis of 400 UK case studies launched earlier this year, and reveals similar results on the power of OOH advertising in delivering a high return on investment.
The recent analysis was commissioned by the Outdoor Media Association of Australia (OMA) to examine how OOH works with other media channels in the marketing mix and specifically what the ROI is relative to other media.
The BrandScience analysis included case studies across multiple categories including consumer packaged goods, retail, travel and finance. The results provide unique global insight into how various media drive sales independently, in synergy with other media and tracked each medium’s effectiveness over time.
Key global findings from the BrandScience analysis include:
- OOH drives a high ROI: Despite lower advertising budgets OOH’s ROI was higher than television, newspapers and magazines in the consumer packaged goods, health and beauty, telecommunications and media categories
- OOH is efficient and effective: OOH consistently delivered a high ROI over time vs other media which were at best flat
- OOH improves the ROI of other media when used in an integrated campaign
“The BrandScience analysis across several countries consistently shows that OOH delivers exceptional value to advertisers,” said Rosanne Caron, President; OMAC.
For an executive summary of the findings, click here.
OMAC (omaccanada.ca) is responsible for promoting the benefits and effectiveness of out-of-home media to advertisers and advertising agencies. OMAC seeks to develop and implement new initiatives that serve as a resource to the industry and increase understanding of out-of-home media. OMAC members include Astral Out-of-Home, CBS Outdoor, Lamar Transit, Metromedia Plus, NEWAD, Outdoor Broadcast Network, Pattison Outdoor, Titan 360 and Zoom Media. OMAC members support the communities they do business in by donating more than $10 million annually in advertising space for charities and non-profit organizations.
For more information please contact:
Marketing and Communications Director