Time to set some standards with impressions and budgets! Different industries have different benchmarks, and these rough impression goals and spends across various markets, it can be pretty tricky to know your industry as everyone likes to keep their digits close their chests.
These benchmarks are crucial when a client or manager needs a snapshot of what the industry is aiming for and spending.
The Retail Game
Retail requires a high volume of impressions due to the competitive nature of the industry and the need for constant consumer engagement. The economic climate and advertising trends in each country can influence these goals drastically!
The Australian Market
Australia’s moderate market size and consumer behaviour necessitate a balanced volume of impressions for effective retail advertising. The economic stability supports consistent advertising spend within most economic climates! (Which is great!).
Small Business
Annual revenue: $0.5M - $2M
300,000 impressions/campaign, budget: $12,000-$36,000
Medium Business
Annual revenue: $2M - $10M
500,000 impressions/campaign, budget: $20,000-$60,000
Medium to Large Business
Annual revenue: $10M - 50M+
800,000 impressions/campaign, budget: $32,000-$96,000
The American Market
With a large and diverse consumer market, 350M or so, the U.S. demands higher impressions for retail campaigns to ensure wide reach and engagement as your competition has extremely large wallets! The strong retail economy and high consumer activity keeps these numbers pumping year to year that’s for sure!
Small Business
Annual revenue: $0.67M - $3.35M
400,000 impressions/campaign, budget: $10,720-$32,160
Medium Business
Annual revenue: $3.35M - $13.4M
800,000 impressions/campaign, budget: $21,440-$64,320
Medium to Large Business
Annual revenue: $13.5M - $50M
1,200,000 impressions/campaign, budget: $32,160-$96,480
The Brits
The UK's smaller yet highly competitive market means retail campaigns focus on fewer impressions but still maintain a robust presence. Despite economic uncertainties, retail spending remains strong due to a strong tourism Industry! Something also to note is that quiet luxury spending is still very common even within the current economic climate but don’t be fooled as ad space is extremely competitive and the DOOH Industry has many cogs to it!
Small Business
Annual revenue: £0.26M - £1.04M
300,000 impressions/campaign, budget: £6,240-£18,720
Medium Business
Annual revenue: £1.04M - £5.2M
600,000 impressions/campaign, budget: £12,480-£37,440
Medium to Large Business
Annual revenue: £5M - £50M
+ 900,000 impressions/campaign, budget: £18,720-£56,160
European Union
The EU’s diverse market with varied consumer behaviour requires a significant volume of impressions to reach different segments effectively. Economic conditions and advertising trends across member states influence these goals! Make sure when creating your advertisements to think about cultural norms and local competition as this could determine whether your advertisement lands on deaths door and all your spend has been wasted. Very low ROAS = sad manager / client.
Small Business
Annual revenue: €0.305M - €1.22M
400,000 impressions/campaign, budget: €9,760-€29,280
Medium Business
Annual revenue: €1.22M - €6M
700,000 impressions/campaign, budget: €17,080-€51,240
Medium to Large Business
Annual revenue: €6M - €50M
1,000,000 impressions/campaign, budget: €24,400-€73,200
Automotive Industries
Automotive brands target a broad audience, including potential buyers and car enthusiasts, necessitating significant campaignly impressions. Country-specific factors like car ownership rates and economic conditions affect these benchmarks!
The Australian Market
With a smaller market size, Australia requires fewer impressions but still needs targeted and impactful advertising due to the strong trade industry (yes utes, utes and utes oh did I say utes?)
Small Business
Annual revenue: $1M - $5M
200,000 impressions/campaign, budget: $8,000-$24,000
Medium Business
Annual revenue: $5M - $20M
400,000 impressions/campaign, budget: $16,000-$48,000
Medium to Large Business
Annual revenue: $20M - $50M+
700,000 impressions/campaign, budget: $28,000-$84,000
The American Market
As a leading automotive market, the U.S. requires higher impressions to capture a significant share of the market, trucks and a highly competitive EV market really hold these numbers in place year to year and will continue to go within the years to come as competition within the EV space ramps up! (And automotive makers within this space get their heads screwed on)
Small Business
Annual revenue: $1.34M - $6.7M
300,000 impressions/campaign, budget: $8,040-$24,120
Medium Business
Annual revenue: $6.7M - $33M
600,000 impressions/campaign, budget: $16,080-$48,240
Medium to Large Business
Annual revenue: $33M - $50M+
1,000,000 impressions/campaign, budget: $26,800-$80,400
The Brits
The UK's competitive automotive market demands substantial campaign impressions but honestly, most people within the country excluding the very wealthy will own older cars for longer, it’s somewhat bolstered by expats and foreign money which drives these numbers.
Small Business
Annual revenue: £0.52M - £2.6M
250,000 impressions/campaign, budget: £5,200-£15,600
Medium Business
Annual revenue: £2.6M - £10.4M
500,000 impressions/campaign, budget: £10,400-£31,200
Medium to Medium to Large Business
Annual revenue: £10.5M - £50M+
850,000 impressions/campaign, budget: £17,680-£53,040
The EU
The EU *cough cough* German VW I mean… market has a diverse consumer base, requires a high volume of impressions, this is due to companies (VW and it’s subsidiaries) having substantial ad budgets for their campaigns and driving up the competition for independents manufacturers.
Small Business
Annual revenue: €0.61M - €3.05M
300,000 impressions/campaign, budget: €7,320-€21,960
Medium Business
Annual revenue: €3.05M - €12M
600,000 impressions/campaign, budget: €14,640-€43,920
Medium to Large Business
Annual revenue: €12M - €50M+
900,000 impressions/campaign, budget: €21,960-€65,880
Healthcare
Healthcare campaigns focus on trust and reliability, often targeting specific demographics, especially within the drug sector and combating national and local health problems. The healthcare sector's regulatory environment and public health trends can influence impression goals which can be quite sad sometimes if you already have done your forecasting. 🙁
The Australian Market
With a large and diverse population, healthcare campaigns in Australia need higher impressions to achieve significant impact, especially within the startup scene as there is a different online health care provider every week!
Small Business
Annual revenue: $0.5M - $2M
200,000 impressions/campaign, budget: $8,000-$24,000
Medium Business
Annual revenue: $2M - $10M
400,000 impressions/campaign, budget: $16,000-$48,000
Medium to Large Business
Annual revenue: $10M-$50M+
800,000 impressions/campaign, budget: $32,000-$96,000
The American Market
The U.S. healthcare market's privatisation, complexity and diversity require higher impressions for effective reach due to questionable amount of competition! High healthcare spending and a large population drive these sort of campaign numbers and these campaigns generate a substantial amount of revenue.
Small Business
Annual revenue: $0.67M - $3.35M
300,000 impressions/campaign, budget: $8,040-$24,120
Medium Business
Annual revenue: $3.35M - $13.4M
500,000 impressions/campaign, budget: $13,400-$40,200
Medium to Large Business
Annual revenue: $13M - $50M+
700,000 impressions/campaign, budget: $18,760-$56,280
The British Market
The UK's structured healthcare system (NHS) consistently creates campaigns using DOOH to target local health issues which is really good for the local population but due to the large budgets of the organisation it drives up the price for Independent retailers advertising their businesses. Finding your unique angle in this market is key to getting that sweet sweet ROAS.
Small Business
Annual revenue: £0.26M - £1.04M
200,000 impressions/campaign, budget: £4,160-£12,480
Medium Business
Annual revenue: £1.04M - £10M
350,000 impressions/campaign, budget: £7,280-£21,840
Medium to Large Business
Annual revenue: £10M - £50M+
500,000 impressions/campaign, budget: £10,400-£31,200
The EU
The EU’s healthcare market, with its varied regulatory environments, requires a balanced volume of impressions to address different public health needs. Economic conditions and public health trends across member states influence these every business quiet differently, it’s best to look at each countries competition when conducting your ideal customer research!
Small Business
Annual revenue: €0.305M - €1.22M
250,000 impressions/campaign, budget: €6,100-€18,300
Medium Business
Annual revenue: €1.22M - €6.1M
400,000 impressions/campaign, budget: €9,760-€29,280
Medium to Medium to Large Business
Annual revenue: €6M - €50M+
600,000 impressions/campaign, budget: €14,640-€43,920
