Marketers of successful brands allocate an average of only 13 per cent of their budgets to out-of-home (OOH) advertising, according to a new report from the World Advertising Research Centre (WARC), despite the lower cost compared to other paid media.
For its Global Ad Trends Report, WARC analyzed data from 96 countries—including Canada, the U.S., the U.K., France, Germany, Japan, China and Australia—over an eight-year period ending in 2016. It found OOH’s cost per thousand impressions among adults 18 and up was $6.41, compared to an average of $12.20 across all media.
“OOH is underused in the media mix for many brands and categories,” says Rosanne Caron, president of the Canadian OOH Marketing and Measurement Bureau (COMMB) and a member of Sign Media Canada’s editorial advisory board (EAB). “The WARC analysis suggests advertisers could improve their return on investment (ROI) by increasing their level of spending in OOH.”
