The transition to full-funnel marketing has led brands towards realizing the power of OOH.
When looking at overall campaign results, many brands neglect the campaigns long-term value and instead favor short-term sales. In return, brands marketing efforts end up costing more for less value.
To reach consumers at every stage of the buying journey, McKinsey & Company, highlights the strength behind using a full-funnel marketing strategy.
OOH plays a key role in this strategy, helping build brand awareness and loyalty, drive consideration, and provide valuable data and insights that complement other marketing efforts, such as social media engagement.
McKinsey & Company's research shows that brands who allocate more dollars into high-return media and employ test-and-learn optimization achieve up to 15 to 20% increase in ROI. By investing in OOH advertising and optimizing media allocation, brands can unleash the full potential of their marketing strategy and deliver long-lasting value.
Read more about Why every business needs a full-funnel marketing strategy.