2024年媒体计划优化报告

Media Plan Optimization: Incremental Increases in OOH Share Summary

A 2023 study confirmed Out-of-Home (OOH) advertising's significant role in media mix effectiveness, highlighting its previously under-allocated budget hindered overall campaign optimization. Comprehensive econometric modeling assessed OOH's impact across Automotive, CPG Food, and Retail Grocery, measuring ROAS and key brand perceptions (Awareness, Consideration, Purchase Intent). The current analysis builds on this, quantifying the incremental gains achievable by modestly increasing OOH budgets towards an optimized mix, compared to abrupt full optimization.

Key findings across all three categories consistently demonstrate: OOH budget significantly enhances brand metric scores and overall ROAS. The most substantial gains (e.g., >91% in Brand Awareness from 1% to 4% OOH allocation) occur in the first incremental increases, contributing most of the total improvement up to optimal levels (~19%, 11%, 21%). These initial steps achieve 80-99% of the ultimate benefit. Optimal OOH levels (~19%, 11%, 21%) also produce nearly all benefits within lower incremental bands (~7-13%, 4-8%, 8-12-18%). This validates an incremental strategy ("optimization through incremental steps") over drastic single increases. While diminishing returns occur later (e.g., 1-3% gain for Brand Awareness in later steps), the gains are still positive and improve ROAS slightly with each step. OOH response curves guide the necessary reallocation, typically downweighting channels like TV, Radio, or Digital depending on category constraints.

Specific category notes:

• Automotive: Target OOH ~19%. First step (1-7%) ~68% (Avg. 137%) gain. OOH benefits occur alongside constrained other channel spend. Optimal ROAS and Brand benefits achievable between 7-13%.
• CPG Food: Target OOH ~11%. First step (1-4-6%) ~81% (89-99%) gain. Optimal achieved within 4-8% OOH increments.
• Retail Grocery: Target OOH ~21% (for Awareness) / ~11% (for Consideration/Purchase Intent). Awareness benefits mainly in 8-12-18% increments; other metrics show slightly different patterns but validate the first step's significance (~4%, 1% gains). Optimal ROAS for Awareness achieved between 12-18%.

The study confirms that incrementally increasing OOH allocation yields substantial returns on brand investment early on, supporting a practical, phased approach to achieving fuller media plan optimization.