Clear Channel Outdoor, Kantar announce results of collaboration

Clear Channel Outdoor (CCO) and Kantar announces the results of a five-year collaboration between the companies prove out of home, OOH, advertising outperforms CTV and digital channels in key metrics such as ad awareness, brand favorability, and purchase intent. 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. 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…OOH consistently delivers higher brand awareness and engagement compared to digital media and holds its own against TV… OOH stands out with a significant 13.3% increase in Ad Awareness compared to digital media, TV and CTV”