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(October 2010) posted on Mon Oct 11, 2010

MarketShare Partners applies market-optimization models, proprietary compass software to show OOH optimizes marketing mix across advertising vehicles.

Clear Channel Outdoor Holdings Inc. (Phoenix) released “How Out-of-Home Advertising Works,” a study completed in conjunction with MarketShare Partners, a cross-marketing optimization company. The study analyzes OOH, including its financial contribution and return-on-investment as part of a balanced marketing mix to help marketers make more informed decisions regarding their overall marketing allocations.
The OOH-advertising industry is in the midst of a major transformation, thanks to the advent of digital technology and new outdoor-measurement developments.
“After careful analysis of thousands of marketing-optimization models, and considering decades of research and applied marketing science, independent research from MarketShare Partners conclusively shows that OOH is an effective marketing vehicle and should be included as a component of the optimal marketing mix across a broad range of industries,” said Debbie Reichig, Clear Channel Outdoor’s senior VP of business development and marketing. “For the first time, this report gives marketers proven models that show OOH not only provides a direct sales lift by increasing brand awareness and consideration, the medium can also increase the effectiveness of other marketing vehicles including TV, radio, print and online.”
The report showed:

• OOH advertising can drive significant incremental sales lifts comparable to, and often greater than, other drivers.
• The optimal OOH allocation lies between 5 and 25% of the total advertising budget for the majority of products and brands.
• Including OOH in the media mix, for industries and products where it provides observable sales lift, makes other media more effective.
• OOH can help marketers identify and focus their spending in the Designated Market Areas or geographic areas that provide the greatest response to their product and marketing efforts, in addition to the direct impact on sales.
• OOH can provide a significantly higher sales lift in conjunction with TV when the creative messaging is coordinated across platforms.
• OOH can provide a significantly higher sales lift in conjunction with radio when there is a call to action.

“Today’s Out-of-Home industry is experiencing a fantastic transition, with cutting edge technology expanding our capabilities, and game-changing measurement giving marketers new tools to evaluate our delivery,” said Rocky Sisson, Clear Channel Outdoor’s executive VP of sales and marketing. “It’s just the right time to offer this new study from MarketShare Partners that helps show how to optimize OOH’s value in the total media mix.”
Clear Channel Outdoor anticipates providing marketers in the near future with data-based optimization examples for specific industries developed by MarketShare Partners to aid marketers in understanding how to determine the optimal use of OOH in their own marketing programs.
For more information and to receive the complete “How Out-of-Home Advertising Works” report, please contact Debbie Reichig at debbiereichig@clearchannel.com.