Econometric analysis of media schedules has become increasingly prevalent as advertisers rightly seek to ensure their budget is effectively spent. Nowhere is this more apparent than in the FMCG category, where advertising is expected to generate measurable short-term sales uplifts.
It’s therefore reassuring that analysis of 150 FMCG campaigns in the BrandScience econometrics vault reveals that the return on investment of Outdoor is now on a par with that of TV. Not only that, Outdoors ROI is still increasing, whilst that of TV is on the decline!
Analysis of 150 FMCG campaigns in the BrandScience econometrics vault reveals that Outdoor advertising boosts the effect of other media when added to the schedule.
Where Outdoor and TV were used together, the TV return on investment was noticeably higher when the expenditure on Outdoor was above average for the sector. More Outdoor equates to better TV performance.
This effect was even more marked for Outdoor and press combinations. Not only does Outdoor work for FMCG brands, it makes other media work Harder!
Tags: Bus advertising, Outdoor, ticketmedia, Tickets, TV advertising
