Brands investing in Out of Home (OOH) are achieving significantly 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 (MMM) studies across two decades, the data showing that advertisers using both classic and digital OOH deliver +39% 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% 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% higher ROI, and brands that advertise across a combination of billboards, airports, office and retail environments achieving a further +21% stronger returns.
At the creative level, this layered effect continues, with contextual relevance becoming a powerful driver of effectiveness, delivering +64% uplift in ROI, rising eight per cent over the past three years.
Paul Sinkinson, Managing Director ANZ, Analytic Partners said: “In an environment where media investment is under intense scrutiny, advertisers are looking for strategies that reliably drive returns. 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.
Tara Coverdale, Group Director – Data & Network Strategy, oOh!media, said: “Advertisers want clarity on what drives outcomes, and this research demonstrates the ROI impact of OOH. 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.”
Source: Analytic Partners, Collected Market Mix Models, 2004-2025
