Marketing Magazine September 29, 2010 Full Article
New OMAC Study puts numbers on out-of-home effectiveness
by Chris Powell
The Out-of-home Marketing Association of Canada (OMAC) has issued a new study it says confirms the value and influence of the medium as well as its ability to impact a variety of advertising categories.
The study found that in the spend/recall performance metric, out-of-home outperformed TV in seven of eight measured categories.
The study found that despite representing a smaller percentage of the total marketing spend in all but one campaign, out-of-home delivered more unduplicated recall than TV in two campaigns. In Toronto, for example, 18% of respondents recalled seeing only out-of-home advertising in the mobile phone category compared with 16% who recalled TV only–despite out-of-home representing just 39% of the spend.
The research also demonstrated how TV and out-of-home can work in harmony, with the combination of the two generating recall rates of 60% or more in all eight categories across the two markets.