A new Analytics Partners study has found advertisers using both classic and digital Out of Home deliver a more than 39 per cent greater return on investment compared to campaign that use digital only.
The study, supported by oOh!media, draws on more than $30 billion in ad spend across over 700 Marketing Mix Modelling (MMM) studies across two decades, with the data showing that advertisers using both classic and digital OOH deliver +39 per cent greater return on investment (ROI) compared to campaigns using digital OOH alone.
Other key findings show that OOH performance is increasingly driven by how formats and environments work together. Suburban placements are central to this shift, delivering up to +37 per cent stronger ROI than CBD only focused activity by reaching audiences consistently during everyday moments that influence decisions.
This uplift extends beyond geography, with OOH multi‑format campaigns delivering +30 per cent higher ROI, and brands that advertise across a combination of billboards, airports, office and retail environments achieving a further +21 per cent stronger returns.
At the creative level, this layered effect continues, with contextual relevance becoming a powerful driver of effectiveness, delivering +64 per cent uplift in ROI, rising eight per cent over the past three years.
“In an environment where media investment is under intense scrutiny, advertisers are looking for strategies that reliably drive returns,” Paul Sinkinson, managing director ANZ, Analytic Partners 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.”
Another clear trend is the rising value of of media providers to avoid duplication and minimise wastage. Working with a single OOH provider is now 10 per cent more effective than three years ago, while multi‑environment campaigns delivered through one scaled partner can unlock up to 36 per cent stronger ROI.
“Advertisers want clarity on what drives outcomes, and this research demonstrates the ROI impact of OOH,” Tara Coverdale, group director of data and network strategy, oOh!media, said.
“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.”
