Get the latest direct to your inbox twice a week. Sign up today. 
OOHMAA research offers takeaways on what drives success in out of home
OOHMAA has launched a 24-month research study to provide data-backed insights into how out of home delivers results at a category level.
This work aims to prove the efficacy of out of home within specific sectors, helping advertisers understand what drives performance in their category and where the opportunities lie. The first wave of findings have now been released, offering takeaways on what drives success in out of home and how brands can optimise their creative for maximum impact.
More than just impressions
In today’s data-driven marketing landscape, advertisers want more than just impressions, they want proof.
In partnership with FiftyFive5, the study evaluates key marketing metrics, including awareness, consideration, brand perception, and consumer action. Every two months, three to four campaigns from various categories and formats are selected, some as standalone out of home campaigns, others as part of an integrated media mix, offering a comprehensive view of out of home’s contribution to campaign success. Over time, these insights will be compiled into a dataset, building industry-wide benchmarks to help advertisers optimise their out of home strategies.
Key takeaways
Early findings highlight the importance of consistency, clarity, and emotional engagement in driving out of home campaign success:
- Established brand codes drive stronger recall than newly introduced visuals, reinforcing the need for familiarity in out of home campaigns.
- Balancing brand and promotional messaging is key – long-term brand investment enhances future sales impact even in peak retail periods.
- Emotional connection boosts consideration but only when the branding is clear and well-integrated.
- Simplicity wins, complex creative concepts can dilute impact, while clear, bold messaging ensures maximum effectiveness in high-traffic environments.
Natasha O’Connor, CEO of OOHMAA, says, “With marketing budgets under increasing pressure, efficiency and effectiveness are top priorities for advertisers. This study is about providing brands with clear, actionable insights to maximise the power of Out of Home. It’s not just about proving effectiveness, it’s about showing advertisers exactly what works and why.”
What’s next?
As the study progresses, ongoing tracking and analysis will refine industry benchmarks, providing advertisers with deeper insights into what makes out of home campaigns successful.
With the second wave now underway, the study is expanding to include the alcohol and travel categories, building on the early trends identified.
Wave 1 Case Study results can be found here.
