Building on prior research demonstrating the effectiveness of out-of-home (OOH) advertising, new analysis from Clear Channel Outdoor and Super Optimal suggests that creative quality plays a meaningful role in determining why some OOH campaigns outperform others. Drawing on 27 RADARProof studies conducted with Kantar, the analysis incorporates creative scoring from Super Optimal to compare campaign performance across key brand metrics including ad awareness, favorability and purchase intent. In 70% of the measured campaigns, creative quality aligned with brand performance outcomes. Campaigns with stronger creative scores were more likely to deliver…
Read MoreCreative Quality Emerges as Key Factor in OOH Campaign Performance, New Analysis Finds
