Out-of-Home Advertising Outperforms CTV and Digital Channels in Ad Awareness, Brand Favorability, and Purchase Intent

A Kantar study for Clear Channel Outdoor found that out-of-home (OOH) advertising outperforms connected TV (CTV) and digital channels in ad awareness, brand favorability, and purchase intent. OOH increased ad awareness by 13.3% compared to digital media, TV, and CTV, and matches linear TV in driving brand favorability and purchase intent with better price efficiency. This positions OOH as a critical component of modern marketing strategies, addressing gaps left by ad-free streaming services and digital advertising saturation.

A recent study conducted by Kantar for Clear Channel Outdoor (CCO) has revealed groundbreaking findings that position out-of-home (OOH) advertising as a critical component of modern marketing strategies. The five-year collaboration between CCO and Kantar, utilizing CCO's RADARProof attribution system, demonstrated that OOH outperforms connected TV (CTV) and digital channels in key metrics such as ad awareness, brand favorability, and purchase intent.

The study found that OOH advertising increased ad awareness by 13.3% compared to digital media, TV, and CTV. This notable advantage positions OOH as a highly effective channel for driving brand visibility and consumer engagement. Moreover, OOH matches linear TV in driving brand favorability and purchase intent, but at a more efficient cost. This price efficiency is particularly compelling for advertisers seeking to maximize their return on investment (ROI) in a complex media landscape [1].

The study's findings are strategically valuable for Clear Channel Outdoor. As advertisers grapple with challenges such as audience fragmentation, ad-free streaming adoption, and measurement difficulties, OOH emerges as a solution that bridges crucial gaps. The medium's dual ability to drive both short-term conversion intent and long-term brand building addresses the perpetual marketer's dilemma of balancing immediate performance with strategic brand development [2].

The partnership between CCO and Kantar not only validates OOH's effectiveness but also highlights the importance of data-driven methodologies in advertising. By employing thousands of measurement studies across various advertising sectors, CCO's RADARProof system substantiates OOH's superiority. The findings suggest that OOH consistently outperforms digital media across all key performance metrics while maintaining competitive parity with television [2].

The study's implications extend beyond the advertising industry. For investors and financial professionals, the validation of OOH's effectiveness may indicate a growing trend in media spending. As digital channel performance shows signs of plateauing and costs continue rising, advertisers may allocate more resources to OOH, potentially impacting the valuation of companies like Clear Channel Outdoor.

In conclusion, the Kantar study for Clear Channel Outdoor provides significant validation for out-of-home advertising's effectiveness in today's fragmented media landscape. By outperforming CTV and digital channels in critical metrics, OOH positions itself as a vital component of modern marketing strategies, addressing gaps created by ad-free streaming and digital advertising saturation. As advertisers navigate the complexities of modern media consumption, the insights from this research serve as a testament to the enduring power of OOH advertising.

References:
[1] https://www.stocktitan.net/news/CCO/new-kantar-study-shows-out-of-home-advertising-outperforms-key-zd8vjo3koxqa.html
[2] https://www.cashumarkets.com/news/clear-channel-outdoor-holdings-ooh-advertising-surpasses-digital-and-tv-in-effectiveness_2712d2231c119b450af61f299c9c01aed1cde5fd