The research, by BrandScience, looked at 400 brand case studies, measuring ROI across different media platforms against advertising spend and resulting sales uplift.
It found that outdoor advertising performs as well as television – particularly when taking into account the higher production costs of the latter – and ranks second only to print adverts for retail companies.
It said that for every £1 spent on outdoor advertising, a retailer can expect £3.57 in sales on a par with television, while print adverts bring in £6.23.
However, in combination, outdoor makes print advertising 34% more effective, and improves direct marking campaigns by 61%, according to the OAA.
"The key point coming out of the research was that outdoor makes retailers' print advertising work harder," said OAA chief executive Alan James. "Without outdoor on the schedule, retail advertisers are simply missing out."
Print 'best for ROI', study finds
A study for the Outdoor Advertising Association (OAA) has concluded that print is the most effective form of advertising, but can be improved when combined with outdoor campaigns.
