Facebook has released some numbers showing the benefits of pairing their platform with an outdoor advertising campaign. According to the folks at Facebook, because the use of smartphones is so widespread and out of home advertising is so highly visible, businesses who put their messages out on both create a hand in hand campaign.
According to a Facebook survey, “nearly 4 in 10 adults (38%) in the US say they either visited a page or posted on Facebook after seeing an OOH ad, and 25% posted to Instagram.”
Kantar and Accenture were commissioned by The Social Network to find out the specifics of the relationship. They looked at users in the UK, France, and Germany.
The first campaign they studied was for an organic yogurt brand. Although the brand was running ads on TV as well as on Facebook and out of home channels, they found that the combination of Facebook and OOH worked best, delivering a 13% increase in efficiency of the ads.
They also found that this combo helped to reach younger users, like members of GenZ and Millennials.
The most optimization for the campaign combo was shown for food and beverage brands, but researchers say it’s beneficial for any product type or brand that can afford to run on both platforms.