Study: Creative Quality Drives Out-of-Home Ad Campaign Performance
By
Stuart Mitchell
The bagel they save for the regulars. Don't skim, savour.
Summary
A new analysis from Clear Channel Outdoor and Super Optimal, drawing on 27 RADARProof studies conducted with Kantar, finds that creative quality is a key factor in determining why some out-of-home (OOH) advertising campaigns outperform others. The analysis used creative scoring from Super Optimal to compare campaign performance across brand metrics like ad awareness, favorability, and purchase intent. Results showed that in 70% of measured campaigns, creative quality aligned with brand performance outcomes.
Key quotes
· 3 pulledIn 70% of the measured campaigns, creative quality aligned with brand performance outcomes.
Creative quality plays a meaningful role in determining why some OOH campaigns outperform others.
The analysis incorporates creative scoring from Super Optimal to compare campaign performance across key brand metrics including ad awareness, favorability and purchase intent.
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