The latest market mix modelling report from Analytic Partners
Smarter Out of Home planning drives stronger ROI
Market mix modelling provides one of the most robust approaches to measuring media effectiveness and marketing impact.
This sixth study with global marketing measurement leader Analytic Partners builds on years of analysis to reveal how advertisers can maximise the return on their Out of Home investment – from media mix and campaign duration to targeting, creative and network strategy.
Key highlights
- Australian OOH is world-leading, delivering up to 2.5x the ROI of international benchmarks
- Combining classic and digital OOH delivers stronger returns than digital-only OOH campaigns
- OOH delivers results across the full marketing funnel, with brand-building campaigns generating stronger ROI than in previous years
- Adding OOH to TV delivers stronger ROI than TV alone for the same investment.
- The media combination of Digital + OOH now outperforms TV + Digital for campaigns under $1 million
- Using multiple OOH environments delivers stronger returns than a single environment
- Behavioural audience targeting significantly outperforms traditional demographic targeting
- Extending OOH investment into regional markets drives stronger returns than metro-only campaigns
- Longer-running OOH campaigns deliver stronger ROI, with campaigns over eight weeks outperforming two-week activity