OOH Amplifies Digital Effectiveness – An International IPA Study

A new international study conducted by Rapport has drawn a direct connection between Out of Home advertising and greater performance of digital channels.

Standing on the Shoulders of Giants

The study, named Standing on the Shoulders of Giants, found that brands which allocated 15% or more of their media budget to OOH benefited from greater social media uplift.

The report drew its conclusions from 171 case studies from the UK, Germany, China, Australia and Malaysia, drawn from the IPA’s Effectiveness Awards Databank.

Read more in this feature by The Drum and download the full research here.

If you have any questions, please e-mail Paul.Sambrook@rapportww.com.

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