Benchmarketing：2024年媒体计划优化报告（英文版）

A prior 2023 study confirmed the importance of OOH in the media mix and determined that historical under-allocation of budget to OOH prevented overall media plan optimization. Findings included OOH: – Delivered a strong RROAS that can improve overall campaign RROAS – Drove improved brand perceptions throughout the marketing funnel • Comprehensive econometric modelling was conducted on key Brand Metrics to understand the role of OOH in driving brand measures. Three categories were evaluated wi