New kantar study shows out-of-home advertising outperforms key channels and addresses gaps in modern marketing strategies

Five-year collaboration between clear channel outdoor and kantar sheds new light on ooh for its additive nature and proves it's a vital medium for filling gaps other media channels cannot address new york , july 8, 2025 /prnewswire/ -- the results of a five-year first-of-its-kind collaboration between clear channel outdoor (nyse: cco) and kantar prove out of home (ooh) advertising outperforms ctv and digital channels in key metrics such as ad awareness, brand favorability, and purchase intent. as marketers face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and challenges with campaign measurement, these findings reveal ooh's additive nature in delivering short-term conversion intent while simultaneously building long-term brand loyalty, making it an essential component of any modern marketing strategy.
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