A five-year study conducted by Clear Channel Outdoor and global marketing data firm Kantar has found that out-of-home (OOH) advertising consistently outperforms connected TV (CTV) and digital media in key brand metrics in the U.S., including ad awareness, brand favourability, and purchase intent.

The research analyzed thousands of U.S. campaigns using Clear Channel’s RADARProof attribution platform and Kantar’s benchmarks. According to the findings, OOH drove a 13.3 per cent increase in ad awareness over digital, TV, and Connected TV (CTV) channels. It also delivered brand impact comparable to linear TV at a more efficient cost.

These results arrive when marketers are grappling with audience fragmentation, measurement challenges, and rising adoption of ad-free streaming services. As digital saturation sets in, OOH is emerging as a reliable channel for reaching audiences missed by other formats.

A complex media landscape

Kantar’s analysis highlights OOH’s effectiveness across the marketing funnel—from driving immediate conversions to building long-term brand loyalty. It shows that OOH enhances campaign reach and reinforces messaging with strong recall, ultimately contributing to both short-term actions and sustained brand growth.

“The proof that out-of-home media is an essential component for achieving superior brand impact could not come at a more opportune time,” said Dan Levi, EVP and CMO of Clear Channel Outdoor. “It’s more critical than ever for marketers to have a better and more complete understanding of how to optimize spend over the near and longer term in a marketplace that is expected to be increasingly impacted by the rising economic uncertainty and continued fragmentation of the media marketplace.” 

Nicole Jones, chief media commercial lead at Kantar, added that the data reflects how OOH can help marketers navigate the increasingly complex media landscape. “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,” she said.

Clear Channel Outdoor noted that its growing digital footprint and use of data analytics continue to make OOH more targeted and measurable, expanding its relevance in today’s media environment.

The study supports a broader industry shift toward integrated media strategies where OOH is central in delivering measurable brand impact.