Small shifts in advertising budgets toward Out of Home (OOH) advertising can significantly improve advertising ROI
- 10Four Media
- Feb 6
- 1 min read
The study, conducted by Benchmarketing, focused on three sectors (Automotive, CPG Food, and Retail Grocery) and found that minor budget reallocations to OOH from TV and digital produced substantial returns without increasing overall budgets
In Automotive, increasing OOH allocation from 1% to 2% led to a $52.1 million revenue gain, representing 75% of total optimization improvement
For Retail Grocery, increasing OOH from 8% to 14% resulted in a $16.04 million revenue gain (61% of optimization improvement)
In CPG Food, a 1% increase in OOH allocation (from 5% to 6%) generated $2.42 million in additional revenue (70% of optimization improvement)
The study suggests that marketers can achieve optimal media performance through strategic, small increases in OOH spending without dramatic changes to their overall advertising budgets.
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