The study, conducted by Benchmarketing, focused on three sectors (Automotive, CPG Food, and Retail Grocery) and found that minor budget reallocations to OOH from TV and digital produced substantial returns without increasing overall budgets In Automotive, increasing OOH allocation from 1% to 2% led to a $52.1 million revenue gain, representing 75% of total optimization improvement For Retail Grocery, increasing OOH from 8% to 14% resulted in a $16.04 million revenue gain (61% of optimization improvement) In CPG Food, a 1% increase in OOH allocation (from 5% to 6%) generated $2.42 million in additional revenue (70% of optimization improvement) The study suggests that marketers can achieve optimal media performance through strategic, small increases in OOH spending without dramatic changes to their overall advertising budgets. https://www.reuters.com/press-releases/out-of-home-advertising-drives-significant-roi-gains-through-incremental-budget-reallocation-2024-10-04/

Research from Havas Media Network, Lumen Research, and Brand Metrics has confirmed the importance of attention time in advertising. The study finds that aggregate attention time (total accumulated time across multiple exposures) is the crucial metric for advertising effectiveness, rather than individual exposure duration. Some key findings from their research: More attention leads to increased awareness, consideration, preference, and intent Individual display ads averaged less than 0.8 seconds of attention There's a minimum threshold of 0.5 seconds per display ad for effectiveness Different marketing objectives require different amounts of aggregate attention: 1% increase in awareness needs about 1 second 1% increase in preference needs about 2 seconds 1% increase in purchase intent needs about 10 seconds https://us.themedialeader.com/2024/09/19/time-to-pay-attention-to-attention/

Despite increased targeting and personalization in advertising, 44% of American consumers feel ignored by advertisers. The data suggests that current marketing strategies focusing on youth, targeting, and personalization may be missing opportunities to connect with a significant segment of consumers who feel overlooked. Consumers dislike targeted advertising (68% hate being followed by targeted ads) Consumers are twice as likely to dislike AI-driven personalization Despite this, $9.5 billion is projected to be spent on personalization/hyper-targeting https://www.marketingdive.com/news/nearly-half-of-consumers-feel-ignored-marketers-heres-numbers/735406/?utm_campaign=Marketing%20Blog%20Weekly%20Email%20Sends&utm_medium=email&utm_content=339049495&utm_source=hs_email

Out of Home (OOH) advertising has become increasingly resilient and relevant in today's media landscape. Unlike other advertising channels that struggle with ad-blocking and skipping, OOH advertising offers unique advantages through its physical presence in high-traffic areas and its "unskippable" nature. The sector has modernized through Digital Out of Home (DOOH) technology, enabling real-time message customization, while improved analytics now provide better audience insights and ROI measurement. OOH's growth is driven by urban expansion, its effectiveness in brand awareness, and its ability to integrate with broader marketing strategies. The medium's strength in creating local connections resonates well with community-focused markets. As the advertising industry continues to evolve, OOH is positioned to remain an essential part of the advertising mix, offering brands impactful real-world exposure. https://oohtoday.com/how-ooh-has-become-one-of-the-most-resilient-and-relevant-advertising-channels/?utm_source=rss&utm_medium=rss&utm_campaign=how-ooh-has-become-one-of-the-most-resilient-and-relevant-advertising-channels