Outdoor Advertising Surges: Outshining Digital and Streaming Ads!

Outdoor Advertising Surges: Outshining Digital and Streaming Ads!

In an interesting turn of events for the advertising landscape, a five-year study by Clear Channel Outdoor and Kantar reveals a compelling narrative about the effectiveness of Out-of-Home (OoH) advertising. The research underscores that OoH not only competes well against digital advertising and Connected TV (CTV) channels but, in fact, outshines them in many key metrics. As highlighted by invidis, the study, which analyzed thousands of measurements across various sectors, found that OoH boosts brand awareness by an impressive average of 13.3 percent compared to its digital and CTV counterparts.

This might not come as a surprise given the shift in consumer behavior. In an era where streaming services often block ads to enhance user experience, the ability to capture attention through physical signage is gaining renewed significance. OoH not only enjoys comparable popularity and purchase intent rates to traditional linear television but does so with considerably lower costs. Advertisers are starting to recognize that advertising on billboards and other outdoor venues can drive stronger performance and brand building.

Getting to Know CTV

Meanwhile, the rise of Connected TV is reshaping how advertisements reach audiences. A study conducted by Goldbach Group in January 2025 shows that the acceptance of advertising in CTV is also on the rise, especially among demographics over 50, as discussed by digitalfernsehen.de. In the DACH region—Germany, Austria, and Switzerland—73% of participants are familiar with CTV, a remarkable increase from previous years. Among those aged 50 to 69, the familiarity with CTV has grown by 3%.

The CTV landscape sees households with children leading the pack in usage, with nearly 69% engaging with this technology. The data shows that 52% of respondents aged 16 to 69 interact with CTV on a weekly basis, a figure reflective of changing viewing habits. Among the younger demographic, aged 16 to 29, the average daily viewing time has risen to nearly 2.5 hours, surpassing traditional TV consumption.

Advertising Effectiveness

But what does this all mean for advertisers? According to the findings highlighted in another study by Goldbach Group, there is a noted increase in advertising acceptance. About 55% of CTV users find advertisements on supplementary features acceptable, a slight but significant increase of 3% compared to the previous year as reported by medienmanager.at. Interestingly, the perception of advertising’s utility is high, with nearly half of the respondents finding advertisements informative regarding new products. More than 30% of respondents expressed an increased willingness to purchase advertised products, an uptick that marketers can hardly ignore.

Furthermore, the CTV experience is not just limited to family units. Single-person households have showcased a notable increase in CTV adoption, experiencing a 4% rise. This adaptability of CTV technology resonates strongly in today’s diverse living situations, making advertising through these channels increasingly relevant.

These studies point to a significant shift in advertising strategies. As we see more advertisers turn their focus toward OoH, it’s clear that a balanced approach utilizing both traditional and digital avenues could pay dividends. The competition between channels continues to heat up, but for now, it seems that each has its own unique advantages that can cater to different audience segments. Who knew that stepping outside might just be the key to capturing consumer hearts and minds?