Clear Channel Outdoor and Super Optimal have released a new analysis indicating that creative quality is emerging as a major factor influencing the performance of out-of-home (OOH) advertising campaigns.
The study, based on 27 RADARProof campaigns conducted with Kantar, analysed creative scoring data from Super Optimal alongside campaign performance across key brand metrics such as ad awareness, favourability and purchase intent.
According to the findings, nearly 70 per cent of the campaigns studied showed a direct alignment between creative quality and brand performance outcomes. Campaigns with stronger creative scores were more likely to deliver higher brand lift, while weaker creative execution was often linked to underperformance.
Mike McGraw, Senior Vice President and Executive Creative Director, Clear Channel Outdoor, said, “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.”
The analysis also builds on previous research conducted by Clear Channel Outdoor and Kantar, which found that OOH advertising generated an average 13.3 per cent increase in ad awareness, outperforming television at 10.2 per cent, digital at 3.9 per cent and connected TV at 2.2 per cent.
To further strengthen campaign measurement, Clear Channel Outdoor announced a partnership with Super Optimal to integrate creative scoring into future RADARProof attribution studies. The collaboration aims to help advertisers assess creative effectiveness alongside campaign outcomes and apply those insights to improve future advertising performance.
Neil Morris, Founder, Super Optimal, said, “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.”
The companies described the initiative as part of a broader effort to strengthen creative optimisation and measurement capabilities within the evolving media landscape.
Dan Levi, Chief Marketing Officer, Clear Channel Outdoor, said, “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.”
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