The news: Out-of-home (OOH) and TV advertising are outperforming popular channels like connected TV (CTV) and digital across metrics, per a five-year study from Clear Channel Outdoor and Kantar.
Among the key findings:
- OOH consistently outperforms in terms of ad awareness, up 13.3% compared with TV (10.2%), digital (3.9%), and CTV (2.2%).
- OOH also wins on purchase intent by 9.8%, compared with 9.6% for TV, 2.7% for CTV, and 1.7% for digital.
- TV also proved effective for advertisers. The channel was in the lead for boosting brand favorability (9%), ahead of OOH (7.8%), CTV (2.7%), and digital (2%).
- TV led in message association, allowing consumers to better understand brands’ messaging in the ads they were served. The channel led to a 5.6% increase in message association, above OOH (3.8%), digital (2%), and CTV (0.9%).