Out-of-Home Advertising Proves Itself Essential in New Kantar Study

New findings reveal just how powerful out-of-home advertising has become.

A groundbreaking five-year collaboration between a national out-of-home brand and Kantar has unveiled insights that position OOH as one of the most effective media channels available today.

The results are clear: out-of-home advertising doesn’t just complement other channels—it fills critical gaps they often leave behind. It performs impressively against digital platforms and even holds its own against television in terms of brand favorability, awareness, and purchase intent. This makes OOH more than just another piece of the marketing puzzle; it’s a vital channel that helps modern brands connect with audiences in ways other media simply can’t.

As advertisers seek certainty in a fragmented landscape, the study presents a compelling case for investing in OOH as part of a balanced, high-impact media mix.

Why Marketers Are Rethinking Their Media Mix

Today’s marketing environment is challenging. People are paying to skip ads through streaming services. Audience fragmentation means fewer shared touchpoints. Measurement is becoming more complex. Marketers face mounting pressure to prove the return on every dollar spent.

Amid this chaos, brands are seeking channels that reliably deliver both reach and meaningful engagement. Out-of-home has quietly evolved into that channel. It offers broad visibility, the power to spark brand recall, and an undeniable presence that digital screens on personal devices can’t replicate.

The national out-of-home brand’s Chief Marketing Officer summed it up well, explaining that marketers today need more innovative ways to stretch budgets and ensure long-term results. They emphasized that OOH’s strength lies not only in its scale and visibility, but also in its unique ability to influence consumers throughout the entire marketing funnel—from initial awareness to conversions.

OOH Stands Tall Against Digital and TV

The study’s headline results show that out-of-home consistently outperforms digital channels across nearly every measured metric:

• OOH delivers stronger brand awareness than digital media
• It achieves higher brand favorability
• It drives greater purchase intent

According to Kantar’s benchmarks, out-of-home even matches linear television in terms of driving brand favorability and purchase intent—impressive, given that TV has long been regarded as the gold standard for mass reach and influence.

But there’s another key factor that makes OOH stand out: efficiency. Compared to television, OOH can often deliver similar brand impact at a much lower price point. For marketers under pressure to show ROI, that’s a significant advantage.

The Power of Ad Awareness

Among the most striking insights is the out-of-home medium’s performance in boosting ad awareness. The study revealed that OOH delivers a remarkable 13.3% increase in ad awareness compared to digital media, television, and connected TV.

This matters because awareness is the first step in any consumer journey. If audiences don’t remember a brand’s message, it’s unlikely they’ll take action later on. In a world bombarded with content and short attention spans, standing out is more challenging than ever. OOH’s ability to leave a lasting impression positions it as a solution for brands trying to rise above the digital noise.

The Chief Media Commercial Lead at Kantar emphasized that out-of-home isn’t merely an add-on. It’s an indispensable piece of the puzzle that drives both immediate impact and long-term brand growth. They highlighted that in an era defined by digital saturation and fragmented audiences, OOH delivers superior brand lift, awareness, and purchase intent.

A Bridge Between Performance and Brand Building

The findings reinforce a truth marketers are increasingly recognizing: performance marketing alone isn’t enough. While digital channels excel at driving immediate clicks and sales, they often fall short on long-term brand-building objectives. OOH fills that gap.

Consider how OOH functions in the real world. A bold billboard along a busy highway becomes part of a commuter’s daily routine, steadily building brand familiarity. A digital display in a bustling downtown area reaches consumers as they shop, dine, or head to work. These real-world encounters embed brands into everyday life, fostering an emotional connection that online banners and social ads rarely achieve.

That’s why the study emphasizes OOH’s “additive nature.” It helps deliver short-term conversion intent while simultaneously laying the groundwork for sustained brand loyalty. For marketers balancing immediate sales goals with long-term brand equity, OOH offers the best of both worlds.

Real-World Engagement Outpaces Digital

Digital channels face a significant challenge: people often ignore them. Banner blindness, ad blockers, and subscription models that remove advertising altogether make it challenging for digital media to guarantee reach. Meanwhile, out-of-home advertising operates in physical spaces where consumers can’t simply swipe away an ad.

The study found that OOH consistently delivers higher levels of engagement compared to digital media. Audiences are more likely to recall messages they encounter outside the home. Whether they’re driving, walking, commuting, or shopping, consumers are naturally receptive to bold, creative messaging displayed in their environment.

That’s why OOH stands apart as a platform for both high impact and high visibility. It’s an experience that feels less intrusive and more integrated into daily life.

A Proven Performer Across Categories

Significantly, these findings aren’t based on a single campaign or industry. The five-year research collaboration reviewed thousands of measurement studies conducted across diverse advertising categories. This means the results are highly generalizable, giving marketers confidence that OOH can deliver effective performance for brands across various industries, including retail, automotive, finance, entertainment, and more.

The comprehensive nature of this research highlights OOH’s role as a versatile channel that supports a wide range of marketing goals. Whether a brand is launching a new product, trying to improve brand sentiment, or aiming for direct response, OOH has proven its value.

Nimbleness in Times of Change

Another standout benefit of out-of-home is its agility. Unlike traditional TV buys that often lock marketers into long lead times, OOH offers flexibility. Creative can be updated quickly to respond to current events, local trends, or sudden shifts in consumer sentiment.

This agility became especially important during periods of uncertainty, such as the pandemic or economic fluctuations. Brands needed channels that allowed them to pivot quickly while still maintaining broad reach and strong brand presence. OOH delivered on that need.

The national out-of-home brand’s marketing executive pointed out that in times of disruption, OOH’s ability to enable nimble and creative messaging makes it an even more critical component of a brand’s media strategy.

OOH’s Role in the Modern Media Mix

Marketers often talk about building a balanced media mix. The insights from this study make it clear that OOH deserves a significant seat at that table. It’s not just an optional add-on to digital or TV campaigns; it’s a core channel that helps achieve marketing goals more efficiently and effectively.

OOH bridges the gap between brand awareness and direct action. It captures audiences that other channels often miss, and it offers brands the chance to engage consumers in moments when they’re most receptive. That makes it a powerful tool for driving both immediate conversions and long-term brand equity.

A Growing Necessity in Fragmented Times

The media landscape isn’t getting any simpler. Consumers have more choices than ever about how, where, and when they engage with content. Brands need channels that can cut through the clutter and create genuine connections.

Out-of-home advertising rises to this challenge. It operates in physical spaces that remain consistent even as digital trends shift. Billboards, transit shelters, airports, and digital screens in high-traffic areas all provide valuable touchpoints that can’t be skipped or blocked.

As digital advertising costs rise and performance plateaus, OOH offers an alternative growth path. It’s a medium that helps marketers stretch budgets without sacrificing results, delivering powerful returns on investment.

A Future-Proof Channel

Looking ahead, OOH is poised for further innovation. Digital out-of-home technologies are making it even easier to target specific audiences, measure campaign performance, and deliver creative that adapts to real-time conditions. These advances will only strengthen OOH’s role in modern marketing strategies.

But even without technological bells and whistles, the core value of out-of-home remains unchanged: it’s a trusted channel for reaching people where they live, work, and travel. In an era of constant media disruption, that consistency is worth its weight in gold.

Final Thoughts

The findings from the five-year collaboration between a national out-of-home brand and Kantar leave no doubt that OOH is a high-performing, essential channel for modern marketers. It delivers results that rival television and outperform digital media in key areas, such as ad awareness, brand favorability, and purchase intent.

As brands strive to navigate uncertainty, fragmentation, and the relentless demand for measurable ROI, out-of-home offers a powerful solution. It doesn’t merely complement other channels—it fills the gaps they often leave behind.

For marketers seeking to build a balanced, effective, and future-proof media mix, out-of-home advertising stands ready to deliver.

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