In the evolving landscape of Australian news media, maximising return on investment (ROI) in digital advertising requires a strategic approach that leverages current industry insights and best practices. Recent research underscores the importance of integrating various advertising channels to enhance effectiveness.

A study by Analytic Partners, highlighted by oOh!media, reveals that brands allocating a greater portion of their marketing budget to out-of-home (OOH) advertising achieve a 17 per cent stronger ROI. 

This impact is further amplified when OOH is combined with television and digital platforms, delivering a 27 per cent higher ROI compared to TV alone. 

The research emphasises that using multiple OOH formats can lead to a 30 per cent increase in ROI, and data-led, category buyer targeting yields twice the ROI of demographic targeting. Extending OOH campaigns beyond eight weeks also significantly boosts reach, awareness, and consideration, translating to nearly double the ROI of shorter campaigns.

In digital advertising, the Australian Digital Advertising Practices, developed by a cross-industry team and endorsed by major industry bodies, provide valuable guidelines. 

These practices aim to educate advertisers, encourage shared responsibility among stakeholders, and build trust in digital advertising. They emphasise the importance of understanding the digital ecosystem, fostering collaboration, and ensuring transparency to maximise advertising effectiveness.

Moreover, an industry-first study into advertising effectiveness, conducted by experts including Rob Brittain and Professor Karen Nelson-Field, identifies three critical factors driving maximum ROI: attention, creativity, and investment. 

The study finds that high-attention media platforms, combined with powerful creative content and increased investment, significantly enhance brand ROI. It highlights that while each factor independently contributes to commercial impact, their combined effect is most potent. Emotive advertising placed on higher-attention media platforms, supported by appropriate investment, drives substantial business growth.

In summary, to maximise ROI in digital advertising within Australia’s news media sector, advertisers should consider a multifaceted strategy. This includes integrating OOH with TV and digital channels, adhering to established digital advertising practices, and focusing on high-attention platforms coupled with creative and well-funded campaigns. 

By implementing these best practices, brands can effectively navigate the complex media landscape and achieve superior returns on their advertising investments.