DOOH Advertising
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July 24, 2025
Out of home advertising outperforms CTV and digital channels in several key metrics, including ad awareness, brand favorability and purchase intent.
That’s a top finding from a Kantar study, conducted as part of a five-year collaboration with Clear Channel Outdoor, regarding OOH advertising impact on key brand metrics.
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 marketing spend and ROI, according to a press release on the findings.
«At Kantar, we’re committed to helping brands navigate an increasingly complex media landscape with clarity and confidence. Through our five-year collaboration with Clear Channel Outdoor, we applied rigorous measurement and analytics to uncover the true impact of Out-of-Home advertising,» Nicole Jones, chief media commercial lead, said in the release.
«Our work demonstrates that when marketers leverage OOH as part of a balanced media mix, they unlock a powerful channel that drives both immediate results and long-term brand growth. Out-of-Home advertising is not just a complementary channel; it’s an indispensable channel that drives serious impact for brands. In an era where digital saturation and audience fragmentation challenge marketers daily, OOH delivers superior brand lift, awareness, and purchase intent.»