Observed Signal · Sep 18, 2026 · Corporate Update · Source: IDOOH
Neue Studie: Out-of-Home verstärkt Wirkung anderer Kanäle im Mediamix
A new study by Germany's B|A|M Bundesverband Aussenmedien, conducted by bynd (Omnicom Media Group's research institute), finds that Out-of-Home acts as an amplifier for other media channels. Using Generalized Additive Models on eleven market-mix models, the study shows that combining OOH with a strong partner medium can lift aided ad recall by up to 69% and sales effect by up to 29%. An additional FMCG ROI comparison indicates up to 30% higher ROI when OOH is part of the mix.
This study provides media planners and advertisers with quantitative evidence that OOH improves cross-media campaign efficiency, supporting stronger integration of OOH in media mixes and potentially shifting budget allocations.
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Key Takeaways & Evidence Grounding
- The study was conducted by bynd, the strategy and technology research institute of the Omnicom Media Group; study author is Prof. Dr. Alexander Preuß.
- Combining OOH with the strongest partner medium raises aided ad recall by up to 69%, with 36% of the increase attributed to channel interplay.
- Combining OOH with a partner medium raises sales effect by up to 29%, with about one sixth of the increase due to the interaction of both channels.
- Across four awareness models, OOH contributes on average 12.4% to ad recall at a 46.8% media share; across seven sales models, the average OOH contribution is 4.9% at a 14.6% media share.
- An FMCG ROI comparison shows up to 30% higher ROI for TV, online video, and social when OOH is included in the mix.
- Data sources included YouGov BrandIndex for ad awareness and Nielsen for media spending; models were based on at least three years of weekly data, mostly 2023 to 2026.
Connected Companies & Entities
“The German industry association published the new study on OOH's amplifying effect in cross-media campaigns.”
“Nielsen provided the media spending data used as the basis for the models.”
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