Out Of Home Is Out Of The Box When It Comes To ROI: oOh!media Boss

Out Of Home Is Out Of The Box When It Comes To ROI: oOh!media Boss

There’s been plenty of news on the out-of-home sector on B&T of late; however, CEO of oOh!media, Brendon Cook, says a study of the $4 billion worth of Australian ad campaigns shows out-of-home delivers ROI.

Research of more 140 econometric studies of $4 billion worth of Australian ad campaigns, 90% of them including out-of-home components, provides ample proof of the added value that out-of-home (OOH) delivers for advertisers.

The 140 econometric studies was the largest pool of Market Mix models used in a research evaluation of advertising campaigns.

Brendon_Cook, CEO, oOh! Media, 2014

While all other media, from newspapers, TV and radio to the proliferation of online sites, either shrinks or fragments the market, OOH audiences continue to grow as both the population increases and the mobility of people’s lifestyles matures and becomes more varied.

Couple that with the rapid introduction of digital technology to the OOH sector, which allows the flexibility and frequency of multiple campaigns to be run on screens with a mix of news and information, as well as the interactivity with portable devices such as smart phones and tablets.

It therefore comes as no surprise that I was interested to read Kellogg’s John Broome’s recent views on OOH and ROI in B&T in which he said the company would not include OOH in their media mix as, in his judgment, it had not delivered the ROI they were expecting.

Whilst I am not familiar with the results nor the methodology of the actual econometric study that John is referring to, I am very familiar with an independent econometric research project that we were part of.

This detailed study delivered proof that OOH advertising is, in fact, one of the most powerful advertising channels to drive sales and delivering high comparative ROI compared with other media.

The research, by world experts in strategic research consultancy, The Leading Edge, is grounded by solid data drawn from in excess of 140 econometric studies of Australian campaigns totaling in excess of $4 billion and with 90% of them including Out-of-home as part of their advertising mix.

As part of this process we spoke with a number of research companies who offer Australian clients market Mix Models and we believe The Leading Edge has the best methodology as they use consistent inputs across all channels to ensure a like for like comparison when looking at TV vs Digital vs OOH.

The Leading Edge’s paper – “Out of Home Effectiveness” – shows that if you take TV ROI as the baseline, our retail ShopaLite panels delivered 99% , experiential offering 26% and big billboards returned a 6 per cent greater ROI.

The Leading Edge’s paper – “Out of Home Effectiveness” – showed that TV, Digital and OOH are the top 3 most powerful mediums when it comes to generating sales and delivering return on investment for advertisers. The report also shows that of the OOH formats, retail (+99%), experiential (+26%) and big billboard (+6%) formats deliver greater results than television advertising.

In other words, we know that OOH as a medium works and it works well! We expect that the ROI from OOH as an industry will only increase as this sector is one of the few, if not the only, medium that is increasing its audience.

Furthermore, we are not being disrupted by technology like many other mediums – including TV – and are in fact seeing technology as not a disruptor but as an enabler.

It is important also to remember that over the last 12 months the OOH industry has experienced double digit growth in a flat market which is a great indication that OOH works very well for many other Australian clients.

 




Please login with linkedin to comment

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]