Facebook commissioned Kantar and Accenture to study the particulars of the link between OOH and Facebook advertising.
Facebook’s research revealed that almost four in 10 US adults or about 38% of the respondents visited a Facebook page or posted on Facebook after seeing an OOH advertisement, while another 25% posted on Instagram. The study looked at users in the UK, France and Germany.
The research analysed the results of a Facebook-OOH campaign by Danone. It was revealed that on comparing different approaches, combined usage of Facebook and OOH turned out to be 13% more efficient than expected.
The piece highlights that food and beverage companies can benefit from using the combined Facebook and outdoor advertising approach, particularly in the awareness phase. The increased exposure and easy connection via social apps can increase awareness among audiences.
[3 minute read]