Research

Research

Having the proper Media Mix maximizes the Return on Investment (ROI) of your advertising campaign.

A media mix is the combination of media types and the amount of each type used to advertise a product or service in order to achieve the objectives of the campaign.

The Advertising Research Foundation recently studied 5,000 campaigns totaling $375 billion in advertising.

 The most effective media mix for ROI:

Lamar Advertising Company The Importance of Media Mix
Why include OOH in your traditional media buys:
  • Since Out-of-Home offers such high impression counts, it increases reach and lowers CPM.
  • Use your traditional media to optimize your digital media. OOH is a great tool for driving people online. 1 in 3 consumers search online for an advertiser as a response to an OOH ad each month.

Media Mix Helps ROI

The ARF also found that using multiple platforms in a campaign leads to a higher ROI.
Lamar Advertising Company The Importance of Media Mix

Out of Home Reinforces:

Radio
Out-of-Home increases the reach of radio campaigns by 45%.

Television
Adding Out-of-Home to television campaigns increases retention by 4 days, and increases reach by 18%.

Newspaper
Less than half of Americans get a daily newspaper. Reach the rest with Out-of-Home.

Internet
Adding Out-of-Home to internet ads increases retention by 2 days.

Mobile
Out-of-Home increases the reach of mobile campaigns by 316%.

Social Media
Out-of-Home increases the reach of social network campaigns by 212%.

Out of Home Improves Ad Retention

Ad retention of media after one week of seeing an ad:


Lamar Advertising Company The Importance of Media Mix

 


Source: American Research Foundation, BrandScience Global Econometrics Study, Media Behavior Institute, Scarborough USA