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OOHMAA releases results into study on OOH media market

The Out of Home Media Association Aotearoa (OOHMAA) recently partnered with Analytic Partners to examine the New Zealand media market and the role Out of Home (OOH) plays.

Last week, the industry body hosted a webinar showcasing the findings from this study, addressing three key questions:

  • How does Out of Home amplify other media?
  • How effective are Out of Home campaigns versus those with no Out of Home?
  • How does creative impact campaign effectiveness?

One of the key challenges facing marketers is proving the effectiveness of their advertising and the channels they are using, so these findings are invaluable in illustrating Out of Home’s necessity and effectiveness as a channel.

Looking at a vast number of client studies, Analytic Partners were able to identify some genuine opportunities for marketers in New Zealand, including: 

  • How to unlock the significant synergy that Out of Home has with other media channels
  • Allowing the campaign to ‘wear in’; the longer the campaign runs, the higher the ROI
  • Focusing on the Out of Home creative; the potential upside is significant

“This study proves that an effective media schedule must contain Out of Home due to its impact, performance and unique audience reach.  The research speaks for itself; campaigns that use multiple Out of Home formats, across multiple channels and with a reasonable budget assigned to Out of Home delivered a higher return on investment,” says Natasha O’Connor, General Manager of Out of Home Media Association Aotearoa.

The study also confirmed what most marketers know; creative designed explicitly for Out of Home creates greater relevance and engagement levels, which in turn drives 41 percent of the potential ROI.

 View the full presentation of results, here.

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