New Kantar Study Shows Out-of-Home Advertising Outperforms Key Channels and Addresses Gaps in Modern Marketing Strategies
Clear Channel Outdoor (NYSE: CCO) and Kantar revealed groundbreaking results from their five-year collaboration studying out-of-home (OOH) advertising effectiveness. The study demonstrates that OOH outperforms Connected TV (CTV) and digital channels in key metrics including ad awareness, brand favorability, and purchase intent.
Key findings show OOH delivered a 13.3% increase in Ad Awareness compared to digital media, TV, and CTV. The research, conducted through CCO RADARProof and Kantar, proves OOH matches linear TV in driving favorability and purchase intent, while offering better price efficiency. The study positions OOH as an essential component for modern marketing strategies, particularly valuable in addressing gaps created by ad-free streaming and digital advertising saturation.
Clear Channel Outdoor (NYSE: CCO) e Kantar hanno presentato risultati rivoluzionari frutto di una collaborazione quinquennale che ha studiato l'efficacia della pubblicità out-of-home (OOH). Lo studio dimostra che l'OOH supera Connected TV (CTV) e i canali digitali in metriche chiave come la consapevolezza degli annunci, la favorevolezza del marchio e l'intenzione di acquisto.
I risultati principali evidenziano che l'OOH ha generato un aumento del 13,3% nella consapevolezza degli annunci rispetto a media digitali, TV e CTV. La ricerca, condotta tramite CCO RADARProof e Kantar, dimostra che l'OOH è pari alla TV lineare nel promuovere favorevolezza e intenzione di acquisto, offrendo al contempo una migliore efficienza dei costi. Lo studio posiziona l'OOH come un elemento fondamentale nelle strategie di marketing moderne, particolarmente utile per colmare le lacune create dallo streaming senza pubblicità e dalla saturazione della pubblicità digitale.
Clear Channel Outdoor (NYSE: CCO) y Kantar revelaron resultados innovadores de su colaboración de cinco años para estudiar la efectividad de la publicidad fuera del hogar (OOH). El estudio demuestra que OOH supera a Connected TV (CTV) y a los canales digitales en métricas clave como el reconocimiento del anuncio, la favorabilidad de la marca y la intención de compra.
Los hallazgos clave muestran que OOH generó un aumento del 13,3% en el reconocimiento de anuncios en comparación con medios digitales, televisión y CTV. La investigación, realizada a través de CCO RADARProof y Kantar, prueba que OOH iguala a la televisión lineal en impulsar la favorabilidad y la intención de compra, ofreciendo además una mejor eficiencia en costos. El estudio posiciona a OOH como un componente esencial para las estrategias de marketing modernas, especialmente valioso para cubrir las brechas creadas por el streaming sin anuncios y la saturación de la publicidad digital.
Clear Channel Outdoor (NYSE: CCO)와 Kantar는 5년간의 협력 연구를 통해 옥외 광고(OOH)의 효과에 관한 획기적인 결과를 발표했습니다. 연구 결과는 OOH가 연결형 TV(CTV) 및 디지털 채널을 주요 지표인 광고 인지도, 브랜드 호감도, 구매 의도에서 능가한다는 것을 보여줍니다.
주요 결과에 따르면 OOH는 디지털 미디어, TV, CTV에 비해 광고 인지도를 13.3% 증가시켰습니다. CCO RADARProof와 Kantar가 공동으로 수행한 연구는 OOH가 선형 TV와 동등하게 호감도와 구매 의도를 증진시키면서도 더 나은 비용 효율성을 제공함을 입증합니다. 이 연구는 광고 없는 스트리밍과 디지털 광고 포화로 인한 공백을 메우는 데 특히 가치 있는 현대 마케팅 전략의 필수 요소로 OOH를 자리매김합니다.
Clear Channel Outdoor (NYSE : CCO) et Kantar ont dévoilé des résultats révolutionnaires issus de leur collaboration de cinq ans portant sur l'efficacité de la publicité hors domicile (OOH). L'étude démontre que l'OOH surpasse la télévision connectée (CTV) et les canaux digitaux sur des indicateurs clés tels que la notoriété publicitaire, la faveur de la marque et l'intention d'achat.
Les principales conclusions montrent que l'OOH a généré une augmentation de 13,3 % de la notoriété publicitaire par rapport aux médias digitaux, à la télévision et à la CTV. La recherche, menée via CCO RADARProof et Kantar, prouve que l'OOH égalise la télévision linéaire en termes de faveur et d'intention d'achat, tout en offrant une meilleure efficacité tarifaire. L'étude positionne l'OOH comme un élément essentiel des stratégies marketing modernes, particulièrement utile pour combler les lacunes créées par le streaming sans publicité et la saturation de la publicité digitale.
Clear Channel Outdoor (NYSE: CCO) und Kantar haben bahnbrechende Ergebnisse aus ihrer fünfjährigen Zusammenarbeit zur Untersuchung der Wirksamkeit von Out-of-Home (OOH)-Werbung vorgestellt. Die Studie zeigt, dass OOH Connected TV (CTV) und digitale Kanäle in wichtigen Kennzahlen wie Werbewahrnehmung, Markenbeliebtheit und Kaufabsicht übertrifft.
Wesentliche Erkenntnisse zeigen, dass OOH eine Steigerung der Werbewahrnehmung um 13,3 % im Vergleich zu digitalen Medien, TV und CTV erzielte. Die durch CCO RADARProof und Kantar durchgeführte Forschung beweist, dass OOH der linearen TV-Werbung in Bezug auf Beliebtheit und Kaufabsicht ebenbürtig ist und dabei eine bessere Kosteneffizienz bietet. Die Studie positioniert OOH als unverzichtbaren Bestandteil moderner Marketingstrategien, insbesondere wertvoll zur Schließung von Lücken, die durch werbefreies Streaming und die Sättigung digitaler Werbung entstanden sind.
- OOH outperforms CTV and digital channels in key advertising metrics
- 13.3% higher Ad Awareness compared to digital media, TV and CTV
- Matches linear TV performance in favorability and purchase intent at better price efficiency
- Effectively reaches audiences unreachable through ad-free streaming services
- None.
Insights
Kantar study shows OOH outperforms digital channels and rivals TV performance, potentially boosting CCO's value proposition to advertisers.
This five-year study collaboration between Clear Channel Outdoor and Kantar delivers significant validation for out-of-home advertising's effectiveness in today's fragmented media landscape. The research conclusively demonstrates that OOH outperforms connected TV and digital channels across three critical metrics: ad awareness (with a notable
What's particularly compelling is OOH's performance relative to linear TV—historically considered the gold standard for brand building. The data shows OOH matches TV in driving favorability and purchase intent, but likely at a lower cost point, addressing the intensifying ROI pressures facing marketing executives.
The timing of this research is strategically valuable for Clear Channel. As advertisers contend with challenges including audience fragmentation, ad-free streaming adoption, and measurement difficulties, these findings position OOH 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.
For Clear Channel specifically, this research strengthens their market position by scientifically validating OOH's effectiveness through their RADARProof attribution system. By demonstrating OOH's capacity to reach incremental audiences unreachable through other channels, CCO can make a stronger case for increased allocation in media budgets—particularly as digital channel performance shows signs of plateauing and costs continue rising.
Five-year Collaboration between Clear Channel Outdoor and Kantar Sheds New Light on OOH for its Additive Nature and Proves it's a Vital Medium for Filling Gaps Other Media Channels Cannot Address
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;
- OOH consistently delivers higher brand awareness and engagement compared to digital media and holds its own against TV, showcasing OOH as an essential component for achieving superior brand impact; and
- OOH stands out with a significant
13.3% increase in Ad Awareness compared to digital media, TV and CTV, proving its unique value in capturing audience attention and boosting brand memorability.
"The proof that out of home media is an essential component for achieving superior brand impact could not come at a more opportune time," said Dan Levi, EVP and CMO of Clear Channel Outdoor. "It's more critical than ever for marketers to have a better and more complete understanding of how to optimize spend over the near and longer term in a marketplace that is expected to be increasingly impacted by the rising economic uncertainty and continued fragmentation of the media marketplace. As brands try to establish new ways to stand out and truly engage with their audiences, out of home is an incredibly powerful solution and its strength doesn't just lie in visibility but in the ability to drive consumer action. Its robustness spans the marketing funnel, from building brand awareness to driving conversions and during times of disruption out of home's ability to enable nimble and creative messaging makes it an even more critical component for a brand's campaign."
"At Kantar, we're committed to helping brands navigate an increasingly complex media landscape with clarity and confidence. Through our five-year collaboration with Clear Channel Outdoor, we applied rigorous measurement and analytics to uncover the true impact of Out-of-Home advertising," said Nicole Jones, Chief Media Commercial Lead. "Our work demonstrates that when marketers leverage OOH as part of a balanced media mix, they unlock a powerful channel that drives both immediate results and long-term brand growth. Out-of-Home advertising is not just a complementary channel; it's an indispensable channel that drives serious impact for brands. In an era where digital saturation and audience fragmentation challenge marketers daily, OOH delivers superior brand lift, awareness, and purchase intent."
What's more, OOH is a vital medium for filling gaps other channels cannot address.
As digital ad performance plateaus, OOH emerges as a critical medium for addressing gaps that other channels cannot fill or have stopped filling. Whether a brand aims to drive awareness of new product launches or improve brand affinity, OOH bridges the gap between performance marketing and brand building, solidifying its role as a high-performing media channel. OOH's comprehensive ability to reach incremental audiences, build awareness, and influence intent, positions it as an essential inclusion within a diversified media mix. In today's evolving media landscape, OOH is a crucial channel for achieving balanced and impactful marketing strategies.
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. (NYSE:CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Our dynamic advertising platform is broadening the pool of advertisers using our medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of our diverse portfolio of assets, we connect advertisers with millions of consumers every month.
View original content to download multimedia:https://www.prnewswire.com/news-releases/new-kantar-study-shows-out-of-home-advertising-outperforms-key-channels-and-addresses-gaps-in-modern-marketing-strategies-302499767.html
SOURCE Clear Channel Outdoor
FAQ
What are the key findings of Clear Channel Outdoor's (CCO) collaboration with Kantar?
How does Out-of-Home advertising compare to traditional TV advertising according to the CCO study?
What advantages does Out-of-Home advertising offer over digital advertising channels?
How long was the Clear Channel Outdoor and Kantar research study conducted?
What role does Out-of-Home advertising play in modern marketing strategies according to the study?
