The study, named Standing on the Shoulders of Giants, measured both Power OOH across 62 cases and non users of OOH across 109 cases where it found that brands which allocated 15% or more of their media budget towards the OOH segment benefited from a significantly greater social media uplift than those brands which shunned the segment entirely.
It was found that almost half (48%) used OOH for brand building, with over a quarter (28%) for sales activation and under a quarter (24%) for both.
These so-called ‘power users’ saw their brand trust ratings increase by 24% while consumer perception of their brand quality, known as ‘esteem’, shot up by 106%. Moreover customer loyalty was found to have improved by 275% while evidencing knock-on effects in online advertising and paid search which jumped 31% and 80% respectively.
In terms of effectiveness channels, search was the most improved as a result of OOH brand use, increasing by 80%, followed by social media at 56% and online by 31%.
Mike Cooper, global CEO of Rapport, remarked: “At a time when consumer confidence in all media – including social media – is waning, it’s never been more vital for brands to incorporate Out-of-Home’s unique ability to regain trust into the marketing mix. At the same time, marketers are under increased pressure to make most use out of every media investment they make. Again, Out-of-Home comes to the rescue, augmenting and elongating the power of marketing dollars spent on all channels.”
Key conclusions highlighted were that OOH use increased brand fame, that Power Users were more likely to deliver business outcomes and that, especially with online, other media used by the business was also more successful.
The report drew its conclusions from 171 case studies from the UK, Germany, China, Australia and Malaysia drawn from the IPA’s Effectiveness Awards Databank.
The Drum's Out of Home Awards are now open for entry.