A new study by financial consultancy Solomon compares the CPM and advertising impact of various media channels. According to Solomon, out-of-home is far superior to other media thanks to its comparatively low CPM and highest advertising recall.
Multiple studies on advertising impact and CPM comparisons exist, often with highly varied results due to highly individual comparison metrics. The financial advisors at Solomon Partner, on the other hand, rely on established KPIs and thus achieve a widely accepted comparison.
The overview shows that out-of-home advertising achieves the highest ROI for the target audience across all major media, exceeding the CPMs of TV, print, and most digital channels.
Out-of-home is also effective. The study found that out-of-home achieves the highest advertising recall in both static and digital formats, outperforming live and streaming TV, podcasts, radio, and online advertising. Because of this combination of efficiency and impact, Magna predicts that out-of-home will be the fastest-growing traditional medium in 2025.
