A five-year collaboration between Clear Channel Outdoor and market research leader Kantar has revealed that out-of-home (OOH) advertising outperforms CTV and digital channels in key metrics. The study found OOH to be superior in ad awareness, brand favorability, and purchase intent. Notably, OOH delivered over a 13% lift in ad awareness, surpassing even linear TV.
These findings provide actionable insights for advertisers, reinforcing OOH's role as a high-performing channel that delivers strong results. The study, which reviewed thousands of measurement studies conducted via CCO RADARProof and Kantar, demonstrates OOH's ability to drive both short-term conversion intent and long-term brand loyalty. OOH matches linear TV in driving favorability and purchase intent, offering TV-like impact at a more efficient price point.
Dan Levi, EVP and CMO of Clear Channel Outdoor, emphasized that OOH media is an essential component for achieving superior brand impact, especially as marketers face marketplace fragmentation and economic uncertainty. The study highlights OOH's robustness across the marketing funnel, from building brand awareness to driving conversions, and its ability to fill gaps other channels cannot address.
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