OOH: How much should you allocate to digital?

The optimal amount of an advertiser’s digital out-of-home (DOOH) budget should be 45%, according to a new effectiveness study by BrandScience.

The research analysed over 211 OOH ad campaigns between 2011-2015. It found when the costs of digital and traditional OOH are taken into account, the optimal proportion of DOOH is about 45 per cent. Above this level, returns are diminishing, the study said.

The report also makes recommendations for different types of advertisers on how to maximize ROI when combining digital and traditional OOH as part of a wider media mix with these given examples.

• Grocery retailers’ optimal OOH investment is about £7 million, which yields about 70 per cent in incremental value.
• Travel companies, the optimal OOH investment is about £2.7 million, which yields about 15 per cent in incremental value.

Sally Dickerson, the global chief executive at BrandScience, the researchers of the commissioned study said:

“We can clearly measure out-of-home effectively and we have proved that a slightly increased OOH spend – in many cases – delivers higher ROI.”

The report also said OOH improves the rate of return on investment for all other media used in an ad campaign, except for print.

Get in touch with us with a campaign brief, to see how we can incorporate traditional and digital out of home formats into your marketing mix, to help maximise and deliver the best return on investment for your budget.