A Surprising Champion in Marketing
A new Kantar study in partnership with Clear Channel Outdoor is shaking up how marketers view out-of-home advertising (OOH). The research, based on five years of data, shows OOH is not just holding its own, it’s outperforming connected TV (CTV) and digital channels in key areas like ad awareness, brand favorability, and purchase intent.
OOH delivers the same level of impact as TV, but at a lower cost. In a time when every marketing dollar is scrutinized, this insight matters.
Matching TV’s Muscle Without the Price Tag
Kantar benchmarks show OOH matches linear TV in boosting brand lift and influencing purchase decisions, but often with more efficient spend. According to Nicole Jones from Kantar, adding OOH to your media mix can fuel both short-term results and long-term growth. It is not a secondary channel—it is essential.
Filling the Gaps Other Channels Leave Behind
We live in a time of digital overload. People skip ads, block pop-ups, and scroll without noticing. OOH sidesteps that because it exists in the real world. The study highlights how OOH reaches audiences where digital often falls short.
Whether you are dealing with ad fatigue or trying to break through subscription walls, OOH remains visible, accessible, and unavoidable. That consistent presence leads to better brand recall and deeper engagement.
Real, Reliable Data Behind Real-World Reach
This is not just guesswork. The Kantar study used in-depth analytics to measure OOH’s effectiveness. They tracked shifts in brand awareness, favorability, and intent to buy over time. OOH consistently delivered results comparable to TV and digital, often with a lower cost per impact.
Why OOH Is Seeing a Renaissance
Several factors are driving OOH’s resurgence:
- Fragmented digital audiences: Online visibility is harder to achieve with streaming, ad blockers, and niche platforms.
- Ad fatigue: Consumers are tuning out banner ads. OOH breaks through because it is part of your surroundings.
- Context matters: Ads near transit hubs or stores carry built-in relevance, prompting action.
- Smarter media plans: Brands are balancing digital and physical ads for stronger, more integrated campaigns.
What This Really Means for Brands
If you are still betting only on digital, it might be time to rethink. OOH deserves a real spot in your strategy. It brings multiple benefits:
- Higher ad recall: People remember OOH long after they see it.
- Stronger brand favorability: Physical ads create the impression that a brand has presence and credibility.
- Increased purchase intent: Well-placed OOH moves people from awareness to action.
The Bottom Line
OOH is not a relic. It is evolving and proving itself. With data from Kantar and Clear Channel backing it, the message is clear: OOH competes with TV, supports digital, and delivers real ROI.
So if someone tells you OOH is outdated, show them the facts. In a noisy media world, OOH is making a comeback. And if you use it smartly, the rewards can be big.
