Clear Channel Outdoor Links Creative Quality to OOH Campaign Success

Event summary

  • Clear Channel Outdoor and Super Optimal analyzed 27 RADARProof studies with Kantar, finding creative quality aligned with brand performance in 70% of OOH campaigns.
  • Campaigns with stronger creative scores delivered higher brand lift, while weaker creative was linked to underperformance.
  • Clear Channel Outdoor is integrating Super Optimal’s creative scoring into future RADARProof attribution studies.
  • Prior research showed OOH ads drove a 13.3% average growth in ad awareness, outpacing TV, digital, and connected TV.

The big picture

Clear Channel Outdoor’s findings underscore the growing importance of creative quality in OOH advertising, a channel already proven to outperform other media in ad awareness. By partnering with Super Optimal, the company is positioning itself to lead in data-driven creative optimization, addressing a critical gap in the industry. This strategic move aligns with broader trends toward measurable, performance-oriented advertising in an increasingly complex media landscape.

What we're watching

Creative Optimization
How Clear Channel Outdoor’s integration of Super Optimal’s creative scoring will impact future OOH campaign strategies.
Performance Measurement
Whether advertisers will increasingly prioritize creative quality as a strategic lever in OOH advertising.
Industry Trends
The pace at which data-driven creative optimization becomes standard practice in the OOH advertising industry.

Related topics

Partnership