OUTFRONT MEDIA Dominates: A Deep Dive into the Out-of-Home Industry’s Top Four Companies

Key Measurement CategoriesMeets or Exceeds Cost Efficiency GoalsMeasures costeffectiveness in delivering impactful advertisingDelivers Large Audience ReachAssesses the ability to reach wide audiences across various marketsDelivers Access to Targeted AudiencesEvaluates effectiveness in reaching specific demographics or nichesIs Brand SafeReflects the ability to provide ad placements in environments that protect the reputation of advertisersOffers Sponsorships andor Creative OpportunitiesAssesses the availability of unique sponsorship packages and creative campaign opportunitiesEffectively Communicates Its ValueMeasures how well the company demonstrates and articulates its ROI and advantages to clientsDelivers Attentive Sales Organization Support and ServiceEvaluates the responsiveness attentiveness and professionalism of the sales team in meeting client needsCompany Performance OverviewOUTFRONT MEDIAOUTFRONT Media leads the category rankings securing the top position in all seven areas Particularly noteworthy is its performance in sales organization attentiveness 117 and value communication 128 These results highlight OUTFRONTamp8217s focus on client satisfaction underpinned by a responsive and servicedriven sales team that communicates its offerings effectively Its leadership in audience reach 116 and sponsorship opportunities 129 reinforces its ability to deliver expansive and creative solutions making it a trusted partner for advertisers across industriesClear Channel OutdoorClear Channel Outdoor ranks second overall showing strong results in sales organization attentiveness 95 and value communication 100 This reflects its commitment to maintaining high levels of client engagement and clarity in articulating the benefits of its solutions However its performance in targeted audience access 87 and sponsorshipcreative opportunities 93 lags slightly suggesting room to enhance its offerings in these areas Clear Channel39s overall performance highlights its reliability and solid market presenceIntersectionIntersection excels in sales organization attentiveness 101 ranking second in this category which indicates its strength in providing hightouch responsive client service Additionally its communication of value 88 shows room for improvement particularly in articulating how its urbanfocused campaigns deliver ROI Intersection39s standout strength is in targeted audience access 108 reflecting its ability to leverage hyperlocalized campaigns effectively While it trails in audience reach 75 this aligns with its specialization in smaller urban markets rather than broader national reachLamar OutdoorLamar shows balanced results particularly in sales organization attentiveness 89 and targeted audience access 97 However its lower scores in value communication 80 and sponsorship opportunities 90 suggest a need to refine how it markets its services and expands its creative portfolio Lamaramp8217s consistent performance across categories indicates stability but opportunities exist to differentiate itself in areas like sponsorship innovation and service personalizationAnalysis of Key ThemesAttentiveness of Sales OrganizationsThe survey results underscore the critical role of attentive clientfocused sales teams in shaping advertiser perceptions OUTFRONT Media sets a clear benchmark with a score of 117 in this category showcasing its ability to proactively address client needs and ensure seamless service Intersectionamp8217s strong performance 101 highlights its focus on cultivating deep relationships particularly in niche markets Clear Channel 95 and Lamar 89 also demonstrate solid attentiveness though both have opportunities to elevate their responsiveness to reach parity with market leadersEffectiveness in Communicating ValueEffective communication of value is essential in fostering trust and showcasing the ROI of OOH campaigns OUTFRONT Media again leads the category 128 emphasizing its ability to deliver compelling narratives around its offerings Clear Channel 100 demonstrates strength in this area while Intersection 88 and Lamar 80 show room for growth For companies lagging behind investing in better client education case studies and datadriven storytelling can enhance their perceived valueImplications and Industry PerspectiveThe survey results highlight the competitive dynamics within the traditional OOH advertising landscape with OUTFRONT Media emerging as the dominant player due to its strong clientcentric approach innovative offerings and clear communication strategies Its leadership in all categories sets a high standard for competitorsClear Channel Outdoor and Lamar Outdoor showcase stability and consistency though both have opportunities to refine their messaging enhance creative sponsorships and invest in more datadriven targeting solutions Intersectionamp8217s niche strengths in targeted audience access and attentive client service underscore its potential as a partner for advertisers seeking highly localized solutionsAs the OOH category continues to evolve with increasing digital integration and data capabilities companies must prioritize attentiveness communication and creative differentiation to remain competitive Sales teams that build strong relationships deliver superior service and effectively articulate value will be wellpositioned to capture market share in a rapidly transforming industryThis comprehensive report underscores the importance of both operational excellence and client engagement in driving success in the OOH advertising sectorIntroduction to The Myers Report Survey and MethodologyThe 2024 Survey of Advertiser and Agency Planners Buyers and Influencers conducted by The Myers Report serves as a vital benchmarking tool for evaluating the perceptions of media companies and their sales organizations This comprehensive survey provides actionable insights into how leading advertisingsupported streaming video platforms are performing in delivering value and meeting the needs of their advertising partners Visit wwwMyersReportscom for additional reports and company analysesPurpose of the SurveyThe Myers Report survey aims toAssess Media Company Value Evaluate how well media organizations align with advertiser and agency priorities including cost efficiency audience targeting brand safety and overall valueBenchmark Sales Organization Performance Highlight how effectively media companies39 sales teams deliver client service communicate value and support advertisers39 needsInform Strategic DecisionMaking Provide advertisers and agencies with datadriven insights to optimize media planning and buying decisionsPromote Industry Excellence Highlight highperforming organizations setting benchmarks for best practices and excellence in the rapidly evolving advertising landscapeSurvey Scope and MethodologyThe Myers Report survey represents input from 550 respondents in October 2024 including advertisers planners buyers and influencers and was conducted in collaboration with the Association of National Advertisers ANA the 4Aamp8217s and leading media agencies The study focuses on 50 media companies including 13 broadcast and cable media companies 16 advertisingsupported streaming video platforms seven digitalsocial platforms four outofhome media sellers and five MVPD distributors evaluating their performance across seven key categories including cost efficiency audience reach brand safety and client serviceRole of The Myers ReportFor over three decades The Myers Report has been a trusted source of intelligence for the advertising and media industry delivering indepth research and insights This survey is an extension of that legacy providing advertisers and media professionals with a clear understanding of competitive performance and opportunities for collaboration and growthThrough its findings The Myers Report empowers decisionmakers with the knowledge to navigate the dynamic media ecosystem and drive greater value in their partnerships with media companies For more information contact jackmediavillageorg

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OUTFRONT MEDIA Dominates: A Deep Dive into the Out-of-Home Industry’s Top Four Companies

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