Clear Channel Outdoor (CCO) Study Shows OOH Advertising Surpasses Digital in Effectiveness
- Clear Channel Outdoor's study shows OOH advertising boosts ad awareness by 13.3% over digital media and TV.
- OOH matches linear TV in brand favorability and purchase intent, offering efficient costs for marketers.
- The findings encourage integrating OOH into media strategies for enhanced brand engagement and measurable results.
Clear Channel Outdoor Highlights Effectiveness of Out-of-Home Advertising in New Study
Clear Channel Outdoor (CCO) unveils the results of a transformative five-year collaboration with Kantar, revealing the significant advantages of out-of-home (OOH) advertising compared to connected TV (CTV) and digital channels. The study indicates that OOH advertising achieves a remarkable 13.3% increase in ad awareness over its digital media and television counterparts. This emphasizes OOH's unique capability to drive both immediate consumer conversion and long-term brand loyalty, positioning it as an essential component in modern marketing strategies. Given the evolving landscape of consumer media consumption, these findings provide critical insights for advertisers navigating the complexities of fragmented audiences and varying campaign measurement approaches.
The partnership’s analysis, leveraging Clear Channel's innovative RADARProof campaign performance attribution solution, incorporates thousands of measurement studies across a diverse array of advertising categories. The results show OOH consistently surpasses digital media in key performance metrics, including brand visibility and favorability. Notably, OOH matches linear TV in influencing brand favorability and purchase intent, delivering similar results at a more efficient cost. This efficacy is particularly vital for marketers facing challenges in capturing audience attention across multiple platforms, underscoring OOH's enduring relevance in a rapidly changing media environment.
Moreover, the findings advocate for a strategic inclusion of OOH advertising within broader media campaigns. By demonstrating its capacity to enhance brand engagement and awareness, the collaboration between Clear Channel Outdoor and Kantar reinforces OOH’s role as a high-performing channel. As advertisers look to optimize their media strategies, the study highlights the necessity of integrating OOH into their marketing mix to fully leverage its strengths and address the shortcomings of other media outlets.
In related developments, Clear Channel Outdoor continues to innovate in the advertising space, seeking to enhance its offerings amidst growing competition. The insights from the Kantar partnership are expected to inform future campaign strategies, potentially leading to increased investments in OOH advertising as marketers recognize its effectiveness. The study's outcomes signal a potential shift in how brands allocate their advertising budgets, prioritizing channels that deliver measurable results and meaningful consumer engagement.