2024-12-24-Benchmarketing-2024年媒体计划优化报告_107页_4mb

Media Plan Optimization Summary: Incremental OOH Share Increases

Overview

This report analyzes the impact of incremental budget reallocation to Out-of-Home (OOH) advertising on media plan optimization and brand metrics across Automotive, CPG Food, and Retail Grocery categories. Based on econometric modeling, OOH is crucial for improving brand awareness, consideration, and purchase intent, with most gains achieved through small, incremental increases rather than full optimization at once.

Key Findings

• Incremental OOH allocation significantly boosts brand metrics across all categories.
• Most gains (91% to 99%) occur in the first incremental step.
• OOH has been historically under-invested, with optimal shares ranging from 5% to 21% depending on category.
• Incremental approach is recommended for stable media plan optimization.

Brand Metrics Analysis

Brand Awareness

• Majority of gains from first increment: For Automotive (1% to 7%), CPG Food (1% to 4%), and Retail Grocery (8% to 12%), the initial step accounts for 91%, 78%, and 63% of total optimized gains, respectively.
• Examples:
  • Automotive: 6% OOH increase generates +1.36 Brand Awareness points.
  • CPG Food: 3% increase yields +1.45 points.
  • Retail Grocery: 4% increase results in +0.32 points.

Consideration

• First increments dominate: Approximately 80% to 99% of gains are from the first step (e.g., CPG Food's 3% increase accounts for 79% of gains).
• Examples:
  • Automotive: 5% OOH increase generates +1.42 points.
  • CPG Food: 3% increase yields +2.66 points.
  • Retail Grocery: 1% increase results in +0.27 points.

Purchase Intent

• First step provides largest returns: For Automotive, CPG Food, and Retail Grocery, increments like 5% OOH yield 96%, 72%, and 97% of total gains.
• Examples:
  • Automotive: 5% increase generates +1.09 points.
  • CPG Food: 3% increase yields +0.74 points.
  • Retail Grocery: 1% increase results in +0.23 points.

Recommendations

• Adopt an incremental budget reallocation strategy for OOH, starting with small increases (e.g., 1% to 5–7% depending on category) to maximize gains efficiently.
• Avoid direct full optimization for stable, cost-effective results.
• Target optimized OOH shares: up to 19% for Automotive, 11% for CPG Food, and 21% for Retail Grocery.

Optimized vs. Current OOH Spend

• Current ranges: Vary by category and brand size (e.g., Automotive: $0.58m to $6.53m, Retail Grocery: $0.31m to $4.04m).
• Optimized ranges: Higher allocations needed (e.g., Automotive: $1.40m to $8.10m, CPG Food: $0.46m to $11.44m, Retail Grocery: $1.00m to $5.96m) to fully optimize brand metrics.