One of the key challenges that marketers face is proving the effectiveness of their advertising and the channels they are using.
In a New Zealand first, Out of Home Media Association Aotearoa (OOHMAA) has partnered with Analytic Partners to specifically look at New Zealand’s media market and the role Out of Home plays and answer three key questions;
- How Out of Home amplifies other media
- How effective Out of Home campaigns are vs those that have no Out of Home
- How creative impacts campaign effectiveness
OOHMAA members, oOh! Media, JCDecaux, MediaWorks, Media5, Ad-Vantage, Bekon and Vast appreciate the benefit of taking a complete view of Out of Home and its power. This study is the start of OOHMAA’s and its members’ ongoing commitment to prove the effectiveness of the channel.
The study highlights campaigns that include Out of Home are more effective overall. Using a combination of media that includes Out of Home and two other formats such as On-Line and TV is proven to make a campaign up to 31 per cent more effective.
A significant outtake from the data shows campaign return on investment can be increased on Out of Home by extending campaigns to a minimum of eight weeks, resulting in a boost of return on investment by 118 per cent.
Out of Home Media Association Aotearoa, General Manager Natasha O’Connor told us “This study proves that an effective media schedule must contain Out of Home due to its impact, performance and unique audience reach. The research speaks for itself; campaigns that use multiple formats, across multiple channels and with a reasonable budget on Out of Home delivered a higher return on investment.”
The study also confirmed what most marketers know; creative designed explicitly for Out of Home creates greater relevance and engagement levels, which in turn drives 41 per cent of the potential ROI.
UnsworthSheperd, Creative Director, John Shepherd said “Any brand gets three immediate communication and creative benefits from using Out of Home. The medium forces clarity, the scale represents importance, and the location reflects community.”
OOHMAA will be presenting the full findings of this study at 11:00 New Zealand Daylight Time on February 9, 2022 via webcast.
You can register for the event here.
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