U.S. MAJOR MEDIA CPM COMPARISON CONFIRMS SUPERIOR VALUE OF OOH

"The report, which provides estimates of CPM based on SEC filings, news, research and other industry sources as of January 2022, shows that out of home ad buys provide significantly more value in terms of reach versus television, radio, and print, as well as most online executions. This holds true across printed and digital OOH formats, whether executed as bulletins, posters, transit shelters or digital placed-based media."

"In addition to the benchmarking study, Solomon Partners' past analysis of the five primary advertising channels, showed that OOH generated the greatest ad recall. The advisory also points to the growth of ad blocking and online ad fraud, as key factors in the potential for out of home to be a strong contender for ad dollars versus online."

"Confirming the importance of OOH in the media mix, Solomon Partners' analysis also shows that successful brands allocate 13 percent of their media budgets to out of home advertising, in sharp comparison to just 6 percent average share of total global ad spend."

The Solomon Partners 2022 U.S. Major Media CPM Comparison Report demonstrates that out of home advertising provides superior value in terms of reach and audience ROI compared to television, radio, print, and most online executions across both printed and digital OOH formats. The analysis reveals that OOH generates the greatest ad recall among five primary advertising channels. Key factors supporting OOH's competitive advantage include growth of ad blocking and online ad fraud, which diminish online channel effectiveness. Additionally, OOH's improved reporting and attribution accountability increasingly motivates marketer investment. Successful brands allocate 13 percent of their media budgets to out of home advertising, significantly exceeding the 6 percent average share of total global ad spend, confirming OOH's critical importance in comprehensive media strategies.

Read at Thedrum