Learn how out-of-home is the perfect match for TV, Radio, Online, or Social marketing campaigns
March 4, 2021
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Multimedia campaigns have a higher ROI than single media campaigns, according to research by Analytic Partners in 2019. The ROI index of a single platform media platform (100), increased with two media platforms (119), three media platforms (123), four media platforms (131), and five media platforms (135). The more types of media included in a campaign, the more effective it was. "Splitting available budget avoids individual tactics reaching diminishing returns. Multiple platforms also drive “synergies” as holistic support leads to the message sticking with consumers longer and having deeper influence on decisions"
“The combination of TV, Digital and Out of Home drives a 27% increase on top of the ROI delivered by each of the mediums separately.”
Paul Sinkinson, Managing Director of Analytic Partners*
Campaigns that included OOH with their TV buy see a 21% lift in ROI**
Campaigns that included OOH with their radio buy see a 12% lift in ROI**
Campaigns that included OOH boost ROI in Online advertising (by 31%), Paid-social (by 56%), and Search (by 80%).**
Nielsen data shows OOH is the best driver of online engagements per dollar VS. other media. Of U.S. adults who have seen an OOH ad:***
Of U.S. adults who have seen an OOH ad:
OOH is more effective than TV (382%), print (200%), and radio (63%) in driving consumers online.****
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*2019 Analytic Partners oOh!media ROI Study
**Rapport, IPG Mediabrands 2018 Study
***Nielsen’s 2017 Out-of-Home Online Activation Study
****OAAA Value Guide