According to a study by BrandScience – part of the Omnicom agency group – advertisers should spend about 45% of the outdoor spend on digital media. Above that level, extra advertising was found to have diminishing returns, but was described as the best option for return on investment until that point. Industry body Outsmart said that between 35% and 40% of the UK’s outdoor ad spend goes to digital, and the figure is similar in the USA.
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