Billboard Insider sat down with our own Jim Spaeth after the Lookout2017 convention in May to dig deeper into Out of Home and the broader impact of the marketing mix on consumer buying behavior.
When asked about the metric that 70% of the ROI on out-of-home advertising comes from creative, Jim shared this insight:
“We have done a dozen studies of ROI measurement over the past 5 years. These often involve gathering information from the modeling providers. They have all, very consistently, said that the creative is responsible for between 2/3 and 3/4 of a campaign’s ROI. These companies work for all of the leading advertisers and, collectively, have experience with hundreds of brands over many decades.“