2024年媒体计划优化报告

October2024 Project Summary This report explores the impact ofincremental reallocation of budgetto achieve media plan optimization •A prior 2023 study confirmed the importance of OOH in the media mix and determined that historical under-allocation ofbudget 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 drivingbrand measures. Three categories were evaluated within this study:Automotive, CPG Food, and Retail Grocery. •The 2023 analysis provided RROAS numbers by media channel and optimal allocations by channel, detailing the impact ofOOH in the mix in driving key brand perceptions, and included guidelines for allocating media channel spend levels tooptimize overall improvements in brand scores. •This study builds on the 2023 analysis and examines the impact ofincremental reallocation of budgeton the path to fulloptimization of the total media plan, and the resulting optimal levels for OOH. This analysis supports the recommendation touse an incremental approach to adjusting OOH media allocations rather than single dramatic increases to full optimization. This document showcases the results of the impact of incremental reallocation of budget on brand metric analysis across the three categories.Brand metric scores are reportedto 4 decimal places, as movements within brand metrics are small in terms of overall ROAS,but still represent strong increases.Incremental steps analysis across sales ROI is available in a separate document. The “Media Plan Optimization Analysis of Incremental Increase in OOH Share” study was sponsored by The Foundation for Out ofHome Advertising Researchand Education (FOARE), a 501 (c) (3) not for profit, charitable organization. Key Findings Even minimum or increases to OOH achieves significant gains for the total media plan Optimal budget allocation acrossall media channelsdemonstrates thatOOH budgetshould beincreasedto improveallthreebrand metric scores ROASacross all three brand metric scoresincreaseswithincreasedallocation to OOH Optimal budgetallocation demonstrates thatOOHhas been anhistorically significantly underinvestedmedia channel Themajority ofthe gaininbrand metricROASis achieved with just thefirst incremental increaseof OOH Results provideconfidencethat increasingOOHinvestment only slightly, achievessignificant gains Summary Charts:Comparing brand metric models across categories Brand Awareness-Summary Brand Awareness by Category: Current vs Optimal Media Allocation and ROAS improvement OOH is increased in all categories to achieve optimization |6 Brand Awareness: impact of 3 incremental increases across 3 categories The initial incremental increase in OOH allocation generates the largest gain across three categories CPG Food Retail Grocery Automotive |7 Majority of gain is achieved in step 1 for all categories BRAND AWERENESSthrough Incremental OOH Share Majority of gain is achieved in step 1 for all categories Consideration-Summary Brand Consideration by Category: Current vs Optimal Media Allocation and ROASimprovement OOH is increased in all categories to achieve optimization Brand Consideration: impact of 3 incremental increases across 3 categories The initial incremental increase in OOH allocation generates the largest gain across three categories CPG Food Retail Grocery Automotive |12 Brand Consideration: incremental steps results summary table–all categories Majority of gain is achieved in step 1 for all categories CONSIDERATION through Incremental OOH Share Majority of gain is achieved in step 1 for all categories Purchase Intent-Summary Purchase Intent by Category: Current vs Optimal Media Allocation and ROAS improvement OOH is increased in all categories to achieve optimization |16 Purchase Intent: impact of 3 incremental increases across 3 categories The initial incremental increase in OOH allocation generates the largest gain across three categories CPG Food Retail Grocery Automotive |17 Purchase Intent: incremental steps results summary table–all categories Majority of gain is achieved in step 1 for all categories PURCHASE INTENT through Incremental OOH Share Majority of gain is achieved in step 1 for all categories AutomotiveBudget Allocation: Incremental Steps on Brand Metrics AutomotiveBrand Awareness–Detail Charts AutomotiveOPTIMAL OOH allocationfor Brand Awareness ROAS Increase OOH from 1 to 19% Decrease TV to48% andupweight OOH to 19%,Radio to 18%(Downweight TV and Digital) |22 AutomotiveFIRST INCREMENTAL OOH increasefor Brand Awareness ROAS increase OOH from1% to 7%(optimal OOH is 19%) Extra1.3624BrandAwareness points generatedusing the same budget Total mediaROASincreasesfrom0.0367to0.0431+17%Total mediaROASincrease |23 Automotive