Creative quality drives 70% of out-of-home ad campaign success, says Clear Channel Outdoor study

Clear Channel Outdoor and Super Optimal's new analysis finds that creative quality strongly influences the success of out-of-home (OOH) advertising campaigns. In 70% of campaigns studied, higher creative scores correlated with better brand outcomes like awareness, favorability, and purchase intent. This highlights creative strategy as a key lever for improving OOH ad effectiveness, which already outperforms TV and digital in raising brand awareness. Clear Channel plans to integrate creative scoring into future studies to help advertisers optimize campaigns specifically for the OOH medium.