Clear Channel links OOH creative to brand lift

Clear Channel Outdoor and Super Optimal have released analysis suggesting that creative quality plays a significant role in the effectiveness of out-of-home (OOH) advertising campaigns.

The findings are based on 27 RADARProof studies conducted with Kantar, comparing campaign performance against creative scoring data developed by Super Optimal.

The analysis examined how creative quality aligned with brand metrics including ad awareness, favorability and purchase intent. According to the companies, 70 percent of the campaigns studied showed a correlation between stronger creative scores and higher brand lift, while lower-scoring creative was more often linked to weaker campaign performance.

Analysis links creative quality to campaign results

The study builds on previous research from Clear Channel Outdoor and Kantar that evaluated thousands of brand campaigns across media channels. That research found OOH advertising generated an average 13.3 percent increase in ad awareness, compared with 10.2 percent for television, 3.9 percent for digital and 2.2 percent for connected TV.

Mike McGraw, Senior Vice President and Executive Creative Director, Clear Channel Outdoor: “Creative is one of the most controllable drivers of campaign performance in OOH, yet it's often under-leveraged as a strategic input. By bringing structured creative scoring into measurement frameworks, we can help advertisers understand not just what worked, but why, and use that insight to continuously test, refine and improve campaign performance over time.”

Clear Channel Outdoor said it will expand its collaboration with Super Optimal by integrating creative scoring into future RADARProof attribution studies. The aim is to help advertisers assess the relationship between creative execution and campaign outcomes more consistently.

Partnership expands measurement capabilities

The companies said the approach is intended to provide advertisers with clearer insight into how creative decisions influence performance within the OOH channel.

Neil Morris, Founder, Super Optimal: “There is immense value in bringing data and consistency to something that has historically been subjective. This analysis reinforces a simple truth: out-of-home works best when creative is intentionally designed for the medium. By testing creative within a consistent OOH-focused framework, we can validate what drives performance and offer clear, practical insight.”

Clear Channel Outdoor described the initiative as part of a broader investment in creative optimisation and campaign measurement, as advertisers seek more measurable outcomes across media channels.

OOH strategy focuses on creative effectiveness

The company said the findings support the view that creative strategy should be treated as a performance factor within OOH advertising rather than an extension of assets developed for other channels.

Dan Levi, Chief Marketing Officer at Clear Channel Outdoor: “We're building on what we already know: OOH is a proven, high-performing medium. This data begins to answer a more important question about what drives stronger results within the channel. Creative has always mattered, and these early findings suggest creative strategy and design should be treated as strategic performance levers, with OOH creative being designed specifically for the medium, not just extended from other media formats.”

www.clearchanneloutdoor.com

www.superoptimal.ai

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