The study, commissioned by Rapport in association with the IPA, examined 147 case studies from the IPA’s Effectiveness Awards Databank, focusing on “power users” of outdoor media, who have invested at least 15% of their budgets on the medium.
Field claimed that those campaigns receive a boost of over one-third in market share and a 20% increase in profit growth.
These “power users” also achieved markedly greater brand uplifts compared to those eschewing OOH, boosting “esteem” metrics by 41% and “fame” by 32%, the latter a key driver of long-term profitability according to Field and Les Binet’s 2012 report, The long and the short of it.
