Out of home advertising is often underestimated compared with other channels, especially digital ones. Yet recent studies clearly show that OOH is a strong driver of efficiency and revenue. Both the OAAA Benchmarketing Study (2024) and the ROI Study (2020) by the Fachverband Aussenwerbung illustrate why OOH deserves closer attention.

What the data reveals about budget distribution

Despite its advantages like high reach, strong acceptance and broad visibility in public spaces OOH still receives too little budget in many media plans. The findings from the OAAA and the Fachverband Aussenwerbung indicate the same pattern: brands consistently invest less in OOH than would be appropriate for an optimal media mix.

The ROI study reports that the average OOH share across total media spend is only 6 percent. The OAAA analysis reaches similar conclusions. In the categories Automotive and CPG Food, OOH accounts for just around 1 percent. Retail Grocery performs somewhat better with 8 percent, yet still remains well below its potential.

The gap becomes clearer when compared with the recommended OOH levels. While CPG food brands currently invest only 1 percent in OOH, the study suggests an optimal share of up to 17 percent. In Retail Grocery, the suggested level rises to 27 percent.

The consequence: many brands miss significant opportunities in reach, advertising effectiveness and revenue uplift that could be achieved through a better allocation of budgets.

Shifting budgets for better performance

Increasing the share of OOH does not necessarily mean increasing the overall budget. The studies show that redistribution is what matters.

The OAAA study recommends shifting budgets gradually from TV, print or digital to OOH. According to the analysis, many of these channels are currently overinvested, with a marginal ROI below that of OOH.

When OOH takes a larger role in the media mix, key campaign KPIs rise significantly. This was demonstrated for all four metrics:

→ Awareness
→ Consideration
→ Purchase Intent
→ Sales

This means: brands can improve their campaign efficiency simply by reallocating existing budgets. A strategic shift toward OOH pays off – both in brand impact and in measurable business outcomes.

Conclusion: OOH as a lever for higher efficiency

Brands looking for growth and greater efficiency should re-evaluate how their budgets are distributed. OOH remains an undervalued lever with proven potential. Especially in saturated media environments, OOH can create lasting impact without additional cost. Those who fail to rebalance their media mix risk leaving measurable efficiency gains on the table.