Business
New Kantar Study Shows Out-of-Home Advertising Outperforms Key Channels and Addresses Gaps in Modern Marketing Strategies
The results of a five-year first-of-its-kind collaboration between Clear Channel Outdoor (NYSE: CCO) 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 s
About this update from Clear Channel Outdoor Holdings, Inc.
[{"type":"text","content":"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","length":199,"tagName":"p"},{"type":"text","content":"NEW YORK, July 8, 2025 /PRNewswire/ -- The results of a five-year first-of-its-kind collaboration between Clear Channel Outdoor (NYSE: CCO) 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.","length":667,"tagName":"p"},{"type":"image","alt":"OOH stands out with a significant 13.3% increase in ad awareness compared to digital media, TV and CTV.","displaySize":"","headline":null,"caption":"OOH stands out with a significant 13.3% increase in ad awareness compared to digital media, TV and CTV.","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":127,"url":"https://media.zenfs.com/en/prnewswire.com/80dc6336db4a87dd0bdd3aa6fd8ecde3"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/cnzoR0nkAtnqiuX.lAXMdw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTIyNDtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/80dc6336db4a87dd0bdd3aa6fd8ecde3","width":400,"height":127}},"href":"https://mma.prnewswire.com/media/2726390/FINAL_Kantar_CCO_Graph_July_8_2025.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"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 ...