MRI-Simmons Finds Adding Outdoor To Mix Can Boost Reach 100%+
- by Joe Mandese @mp_joemandese, October 21, 2019
Adding out-of-home media to a campaign's mix boosts weekly audience reach by as much as 100% or more depending on the medium, according to a study released Monday by the Out-of-Home Advertising Association of America (OAAA).
The study -- which was conducted by MRI-Simmons and included results from its massive Winter 2019 National Consumer Study, as well as a custom online study of 2,400 respondents -- found modest incremental audience reach from adding out-of-home to ubiquitous media such as mobile to more than double the reach of newspapers.
Other findings highlights include that adding out-of-home media to a digital video ad campaign amplifies exposure and can double, triple, or quadruple the audience reached:
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video streaming +132%
TV or movie smartphone/tablet apps +226%
downloading/streaming on cell or smartphone +306%
mobile video viewing +340%
“The connection between out-of-home and digital media is undeniable," notes OAAA President & CEO Anna Bager, adding: "We are a mobile society constantly connected through our devices; exposure to OOH can boost engagement with those devices and other media.”
Joe, the only way that this type of analysis makes sense is by taking a number of ad schedules that don't have OOH, reducing their spending and putting the money into OOH. Only then does the added reach make sense---provided the media planer uses the same demos, stated on a constant time frame---like a week or month----and the advertiser believes that OOH ad exposure and effectiveness is comparable with what is currently being used---TV, radio, digital, print. Total media reach tables, such as the one shown are not the way this is commonly done.
Sorry, but I find that 'research' and pretty facile. Give me any medium and I could come up with such a headline (and in fact, way better).