DOOH Advertising
OOH ads deliver big ROI
October 30, 2025
Out-of-home advertising is delivering well-above average marginal return on investment and is one of the most efficient, yet underfunded, channels for growth.
Those are top findings from research conducted by Keen Decision Systems, a marketing mix software-as-a-service company, according to a press release. The study was conducted in collaboration with Accretive, an OOH data and tech platform.
Despite accounting for less than 1% of all media spend, OOH drives more incremental sales than other channels, the study revealed.
The research analysis, supported by Accretive's OOH insights, shows why OOH is effective, driving strong incremental returns compared to other media, and how significantly it is underspent relative to its potential impact.
The analysis, covering media spending from Jan. 1, 2024 to March 31, 2025, found OOH achieved an mROI of $7.58, outperforming the average media type mROI of $5.52 and exceeding print ($7.18), radio ($6.61), and linear TV ($6.53).
"Search, social, and streaming video have become extremely saturated, accounting for more than half of all media dollars spent, which leads to diminishing returns," Justin Jefferson, VP of strategy and analytics at Keen Decision Systems, said in the release. "Marketers who shift spend from saturated channels to high-marginal channels like OOH are coming out ahead as they boost total marketing efficiency and ROI."
When examining ROI by industry, the research found that OOH is competitive across sectors, with an average ROI of $1.58. Top-performing industries included retail and e-commerce ($3.64), travel and hospitality ($2.96), consumer goods ($2.49), and sports and fitness ($2.47) — all exceeding the OOH average.
"OOH has proven its ability to produce outsized returns compared to incremental returns in other channels," Jefferson said in the release. "Marketers should consider reallocating spend to OOH to improve overall marketing efficiency and ROI, helping them weather economic headwinds."
