Out-of-home ads can boost customer loyalty by 275%, study finds

13 Aug 2019

Dive Brief:

  • Brands that dedicate 15% or more of their media budgets to out-of-home (OOH) advertising had a 24% increase in brand trust and 106% increase in perception of brand quality, according to a new study by Rapport, the OOH division of IPG Mediabrands, reported on by The Drum
  • OOH, investments also boosted customer loyalty by 275% and were related to an effectiveness boost of 31% for online advertising, 80% for paid search, and 56% for social media. 
  • The study also found that nearly half (48%) of brands were using OOH for brand building and 28% for sales activation. Twenty-four percent were embracing OOH for both brand building and sales.

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