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Out-of-Home and TV Ads Show Best Results But Spending Still Lags: Kantar, Mediaocean

Speaking of gaps between belief and reality, a new Kantar study with Clear Channel Outdoor finds that Out-of-Home advertising and linear TV both outperform CTV and digital channels for ad awareness, brand favorability, and purchase intent. Yet Mediaocean reports that marketers more than half of marketers plan to increase CTV, social, and digital investment, while just one-third plan more spending on Out-of-Home and a scant 15% expect higher TV budgets.