New long term OOHMAA Study Proving the Impact of Out of Home Advertising
OOHMAA has launched a groundbreaking 24-month research study to move beyond perception to provide real, data-backed insights into how Out of Home delivers results at a category level. This work aims to prove the efficacy of Out of Home within specific sectors, helping advertisers understand what drives performance in their category and where the opportunities lie. With the first wave of findings now released, the study offers practical takeaways on what drives success in Out of Home and how brands can optimise their creative for maximum impact.
For years, Out of Home has been recognised for its ability to deliver mass reach and build brand awareness, but in today’s data-driven marketing landscape, advertisers want more than just impressions, they want proof. This study goes beyond perception to define what success looks like in Out of Home, tracking real campaigns over multiple waves to create a clear roadmap for effective brand-building.
In partnership with FiftyFive5, the study evaluates key marketing metrics, including awareness, consideration, brand perception, and consumer action. Every two months, three to four campaigns from various categories and formats are selected, some as standalone Out of Home campaigns, others as part of an integrated media mix, offering a comprehensive view of Out of Home’s contribution to campaign success. Over time, these insights will be compiled into a rich dataset, building industry-wide benchmarks to help advertisers optimise their Out of Home strategies.
Key Takeaways from Wave 1
Early findings highlight the importance of consistency, clarity, and emotional engagement in driving Out of Home campaign success:
Established brand codes drive stronger recall than newly introduced visuals, reinforcing the need for familiarity in Out of Home campaigns.
Balancing brand and promotional messaging is key, long-term brand investment enhances future sales impact even in peak retail periods.
Emotional connection boosts consideration, but only when the branding is clear and well-integrated.
Simplicity wins, complex creative concepts can dilute impact, while clear, bold messaging ensures maximum effectiveness in high-traffic environments.
These findings lay the foundation for future research waves, helping brands refine their Out of Home strategies for greater effectiveness.
What’s Next?
As the study progresses, ongoing tracking and analysis will refine industry benchmarks, providing advertisers with deeper insights into what makes Out of Home campaigns successful.
With the second wave now underway, the study is expanding to include the alcohol and travel categories, building on the early trends identified.
OOHMAA remains committed to demonstrating the power of Out of Home advertising and ensuring brands have the insights they need to create high-impact, results-driven campaigns. Stay tuned as OOHMAA continues shaping New Zealand’s most comprehensive Out of Home effectiveness study.
Wave 1 Case Study results can be found here