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 billboards in your traditional media buys:
  • Since billboard advertising offers such high impression counts, it increases reach and lowers CPM.
  • Use your traditional media to optimize your digital media. Outdoor advertising is a great tool for driving people online. 1 in 3 consumers search online for an advertiser as a response to an outdoor 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

Outdoor Advertising Reinforces:

Radio
Outdoor advertising increases the reach of radio campaigns by 43%.

Television
Outdoor advertising increases reach of television by 25%.

Newspaper
Outdoor advertising increases the reach of newspaper campaigns by 112%.

Internet
Adding outdoor advertising increases the reach of online campaigns by 19%

Mobile
Outdoor advertising increases the reach of mobile campaigns by 340%.

Outdoor Advertising 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, MRI Simmons