New Kantar Study Shows Out-of-Home Advertising Outperforms Key Channels and Addresses Gaps in Modern Marketing Strategies

Core Insights - A five-year collaboration between Clear Channel Outdoor and Kantar demonstrates that out-of-home (OOH) advertising outperforms connected TV (CTV) and digital channels in key metrics such as ad awareness, brand favorability, and purchase intent [1][3][4] - OOH advertising shows a significant 13.3% increase in ad awareness compared to digital media, TV, and CTV, highlighting its effectiveness in capturing audience attention [2][6] - The partnership provides actionable insights into how OOH drives brand impact, reinforcing its role as a high-performing channel essential for a balanced media strategy [3][4] OOH's Unique Value - OOH serves as a vital medium for addressing gaps that other channels cannot fill, especially as digital ad performance plateaus [5][6] - It bridges the gap between performance marketing and brand building, making it a high-performing media channel for driving awareness and improving brand affinity [5][6] - OOH consistently delivers higher brand awareness and engagement compared to digital media and matches linear TV in driving favorability and purchase intent, showcasing its efficiency [3][6] Industry Context - The findings come at a critical time as marketers face increasing economic uncertainty and fragmentation in the media landscape, making OOH an essential component for optimizing marketing spend [4][5] - The collaboration emphasizes the importance of leveraging OOH as part of a balanced media mix to unlock powerful channels that drive both immediate results and long-term brand growth [4][5][6] - OOH's ability to reach incremental audiences and drive consumer action positions it as a crucial channel for achieving impactful marketing strategies in today's evolving media landscape [7][8]