Brands investing in out-of-home (OOH) are achieving significantly higher ROI when they combine classic and digital formats, according to research from Analytic Partners.
The study, supported by oOh!media, drew on more than $30 billion in ad spend across more than 700 marketing mix modelling studies over two decades.
It found advertisers that used both classic and digital OOH delivered a 39% greater return on investment (ROI) compared to campaigns using digital OOH alone.
Other key findings were that OOH performance increasingly is being driven by how formats and environments work together.
Suburban placements were identified as central to this shift, delivering up to 37% stronger ROI than CBD only activity.
Multi‑format campaigns were identified as delivering a 30% higher ROI, and brands that advertise across a combination of billboards, airports, office and retail environments achieving a further 21% increase in returns.
Contextual relevance was identified as a key area for effectiveness, delivering 64% uplift in ROI, rising eight per cent over the past three years.
“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,” said Paul Sinkinson, managing director ANZ, Analytic Partner.
Another clear trend is the rising value of media providers to avoid duplication and minimise wastage.
The research also points to the value of consolidation.
Single-provider OOH campaigns are now 10% more effective than three years ago, and multi-environment campaigns delivered through one scaled partner can achieve up to 36% stronger ROI.
“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,” said Tara Coverdale, group director, data and network strategy, oOh!media.
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