New OOH Kantar study: OOH outperforms key channels, fills marketing gaps

The results of a five-year first-of-its-kind collaboration between Clear Channel Outdoor  and Kantar prove out of home (OOH) advertising outperforms CTV and digital channels in key metrics such as ad awareness, brand favorability, and purchase intent. As marketers face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and challenges with campaign measurement, these findings reveal OOH’s additive nature in delivering short-term conversion intent while simultaneously building long-term brand loyalty, making it an essential component of any modern marketing strategy. 

OOH stands out with a significant 13.3% increase in ad awareness compared to digital media, TV and CTV. 

By rigorously analyzing OOH’s impact on key brand metrics, this partnership provides advertisers with actionable insights into how OOH drives brand impact for advertisers. The outcomes reinforce OOH’s role as a high-performing channel that delivers strong results, positioning itself as an essential component of a balanced media strategy. According to benchmarks from Kantar, OOH matches linear TV in driving favorability and purchase intent, demonstrating its ability to deliver TV-like impact at a more efficient price point as marketers struggle to connect the dots between marketing spend and ROI. 

Moreover, these results represent a review of thousands of measurement studies conducted via CCO RADARProof, Clear Channel’s campaign performance attribution solution, and Kantar, across a wide variety of advertising categories. Additional key findings from the study include: 

• Out-of-Home delivers superior brand lifts compared to digital and significantly outperforms digital media in all measured metrics. With broader reach and stronger message recall, OOH provides an effective and impactful platform for boosting brand visibility, favorability and intent;