Brands investing in out-of-home are delivering stronger returns when they combine classic and digital formats, according to new research from Analytic Partners.
The study, supported by oOh!media, draws on more than $30 billion in ad spend across over 700 marketing mix modelling studies over two decades.
The data found that advertisers using both classic and digital OOH delivered a 39% greater return on investment than campaigns using digital OOH alone.
Formats and environments work better together
The research found OOH performance is increasingly shaped by how formats and environments work together.
Suburban placements were a key driver, delivering up to 37% stronger ROI than CBD-only activity by reaching audiences during everyday moments that influence decisions.
Multi-format OOH campaigns delivered 30% higher ROI, while brands advertising across a combination of billboards, airports, office and retail environments achieved a further 21% stronger returns.
Context matters
At the creative level, contextual relevance was found to be a major driver of effectiveness.
The study found contextually relevant creative delivered a 64% uplift in ROI, rising eight per cent over the past three years.
Paul Sinkinson, managing director ANZ at Analytic Partners, said advertisers are looking for strategies that reliably drive returns.
“In an environment where media investment is under intense scrutiny, advertisers are looking for strategies that reliably drive returns,” Sinkinson said.
“This research shows that combining formats, environments and relevant creative create a multiplier effect that strengthens both short-term ROI and long-term brand growth.”
Single-provider planning lifts results
The research also pointed to the rising value of media providers in helping avoid duplication and minimise wastage.
Working with a single OOH provider is now 10% more effective than three years ago, while multi-environment campaigns delivered through one scaled partner can unlock up to 36% stronger ROI.
Tara Coverdale, group director, data and network strategy at oOh!media, said the research gives advertisers more clarity on what drives outcomes.
“Combined with MOVE, brands have a consistent way to understand reach across environments and plan with confidence, and when paired with our sales and brand outcome studies, advertisers get a connected view of reach, return and performance, helping them invest with greater certainty.”
Top image: Analytic Partners