The World Advertising Research Centre (WARC) has released a Global Ad Trends Report that suggests that the budget allocation to OOH by successful brands has averaged 13% over the eight years to 2016.
WARC’s media analysis examined data from 96 countries including Canada, the United States, Australia, United Kingdom, France, China, Japan and Germany.
WARC’s Data analysis also shows that OOH’s cost per thousand (CPM) tends to be lower than for other media. Globally the average CPM for OOH with a target audience of adults 18+ is $6.41 compared to the all media average of $12.20.
BrandScience, also analyzed more than 600 econometric studies to determine the impact of various media on sales – individually, in a media mix and over time. Several categories were examined including consumer packaged goods, retail and finance categories. The research revealed many interesting relationships.