DOOH Advertising

OOH offers big return on investment for luxury brands

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April 27, 2026

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Out-of-home advertising gives luxury brands a far greater return on investment than any other advertising channel, according to data from Independent Marketing Sciences, an econometrics agency.

Data analyzed from over 270 IMS campaigns utilizing 24 different advertising channels over the last decade shows OOH delivers, an average ROI of 12.8x for luxury brands — meaning every £1 spent directly translates into £12.80 in revenue, according to a press release. Across all 24 channels, luxury's average advertising ROI was 4.7x.

"Luxury doesn't tend to follow the typical product playbook, and with luxury advertising, a lighter touch is often more," Alex Vass, founder and CEO at IMS, said in the release. "A heavily performance-driven, conversion-led approach risks brands undermining their own appeal. Out-of-home on the other hand can, through exclusive, high-impact environments, drive brand awareness, fame and an exceptional ROI - without the pressure of immediate conversion."

After OOH, the channels delivering the highest ROI for luxury were consumer retargeting (8.6x ROI) and Google Ads' Performance Max (8.2x ROI). The channels delivering the lowest ROI for luxury included content syndication (0.7x ROI), brochures (1.2x ROI) and video on demand (1.5x ROI).

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