Research from the Omniom research company BrandScience shows that £1 investment in advertising for retailers delivers a Return-on-Investment (ROI) of £6,23 versus a ROI for TV and outdoor of £3,57. Print advertising obtains almost a double return-on-investment compared to other media when used for retailers. The research, commissioned by the UK-based Outdoor Advertising Association (OAA), analysed 71 case studies, adspend and sales uplifts. The econometric research also confirms the increasing number of cases that proof the point of interaction between media types. For example when print advertising is used in conjunction with outdoor, ROI of print increases with 34%. The interaction between different media might result into a multiplication of effects and at the same time also generate deeper levels of awareness and recognition. Research presented earlier this year already confirmed the unique position of print advertising for financial services, it outperforms all other media. For fast-moving consumer goods (FMCG), television has historically proved the most effective advertising medium. However the BrandScience research (based upon 424 cases) found that television delivers only a ROI of £1,12 (excluding production cost). Outdoor delivers a comparable ROI of £1,15.

Brand owners who have been reviewing their media plan during the last 18 months will have to do their reconsider choices given the above findings.