Performance CTV And Digital Ad Gaps Filled By Out-Of-Home: Kantar

The results of a five-year collaboration between Clear Channel Outdoor and Kantar shows how out-of-home (OOH) can increase performance for campaigns to fill gaps in other media channels.

“We’ve worked so closely with Kantar over the years that we have the data to compare results,” said Dan Levi, CMO at Clear Channel.

Levi said the comparative set between the media surprised him, especially when it came to connecting the brand with the message and changing people’s perceptions about the brand in a positive way.

OOH not only filled gaps to reach consumers, but measurability improved in terms of how it outperformed connected television (CTV), TV, and digital channels in key metrics such as ad awareness, brand favorability, and purchase intent. The data shows a combination of performance media and awareness drove success.

The strategy reached "unreachable audiences," consumers who pay for ad-free streaming, and the years of data shows it improved conversion intent while building long-term brand loyalty.

The Kantar benchmark showed OOH matches linear TV in driving favorability and purchase intent, demonstrating its ability to deliver TV-like impact at a more efficient prices as marketers struggle to connect the dots between marketing spend and return on investments (ROIs).

For too long, conservative campaigns have handed over their voter engagement strategies—and donor dollars—to Big Tech platforms that censor speech, manipulate reach, and drive up ad costs under the guise of “optimization.” This article proves what many on the Right already know: real campaign strategy means taking your message outside Silicon Valley’s chokehold. CTV and out-of-home channels are creating opportunities to reach voters without begging Google or Meta for scraps of visibility. Smart conservative agencies will seize this moment to diversify ad spending, building omnichannel strategies that combine precise digital with CTV and grassroots outreach, ensuring our messages can’t be shadow-banned, throttled, or de-ranked by biased tech monopolies. If we want to win, we must stop renting access from platforms that actively undermine our values—and start investing in strategies that put voters, not Big Tech, in control of our campaigns. ~Political Media

Performance CTV And Digital Ad Gaps Filled By Out-Of-Home: Kantar

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