Workshop: OOH recommended percentages of media mix for optimal brand health – new analysis and guidelines for different US consumer categories
Synopsis: Sharing the results of a large meta-analysis project on US MMM projects – of Brand Health measures. From this analysis the Benchmarketing Team can estimate the media mix to best drive Brand measures such as Awareness, Consideration, Purchase Intent, at different spend levels, and suggest the best level of spend for OOH for each combination. This can be compared to the current level of spend. Without spoiling the surprise, the analysis shows that OOH is underspent in every category analysed, for all brand funnel measures.
In 1999, Dickerson set up ROI econometrics unit within OMD, which became BrandScience as it expanded, with 14 international hubs and 80 employees. In 2016, Dickerson went on to create the new benchmarks, norms, and consultancy business “Benchmarketing,” running strategic consultancy projects based off an understanding of how categories and brands work, using meta-analysis of OMG’s thousands of MMM studies.
Dickerson has been an IPA effectiveness and Cannes Creative Effectiveness judge and often speaks at media and marketing industry conferences. In OOH she’s worked with associations in the UK, Europe, Canada, as well as OAAA in the US.