The Myers Report: Out-of-Home Advertising Industry Survey 2024.The Myers Report surveyed advertising professionals to evaluate perceptions of four leading U.S.-based traditional out-of-home (OOH) advertising companies: Clear Channel Outdoor, Lamar Outdoor, Intersection, and OUTFRONT Media. This survey assessed performance across seven key categories critical for competitive positioning in the OOH industry. These insights are based on the feedback of professionals responsible for OOH media planning and buying, with results indexed against the average performance of the four companies.
Key Measurement Categories
- Meets or Exceeds Cost Efficiency Goals
Measures cost-effectiveness in delivering impactful advertising. - Delivers Large Audience Reach
Assesses the ability to reach wide audiences across various markets. - Delivers Access to Targeted Audiences
Evaluates effectiveness in reaching specific demographics or niches. - Is Brand Safe
Reflects the ability to provide ad placements in environments that protect the reputation of advertisers. - Offers Sponsorships and/or Creative Opportunities
Assesses the availability of unique sponsorship packages and creative campaign opportunities. - Effectively Communicates Its Value
Measures how well the company demonstrates and articulates its ROI and advantages to clients. - Delivers Attentive Sales Organization Support and Service
Evaluates the responsiveness, attentiveness, and professionalism of the sales team in meeting client needs.
Company Performance Overview
OUTFRONT MEDIA
OUTFRONT 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 OUTFRONT’s focus on client satisfaction, underpinned by a responsive and service-driven 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 industries.
Clear Channel Outdoor
Clear 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 sponsorship/creative opportunities (93) lags slightly, suggesting room to enhance its offerings in these areas. Clear Channel's overall performance highlights its reliability and solid market presence.
Intersection
Intersection excels in sales organization attentiveness (101), ranking second in this category, which indicates its strength in providing high-touch, responsive client service. Additionally, its communication of value (88) shows room for improvement, particularly in articulating how its urban-focused campaigns deliver ROI. Intersection's standout strength is in targeted audience access (108), reflecting its ability to leverage hyper-localized campaigns effectively. While it trails in audience reach (75), this aligns with its specialization in smaller, urban markets rather than broader national reach.
Lamar Outdoor
Lamar 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. Lamar’s consistent performance across categories indicates stability, but opportunities exist to differentiate itself in areas like sponsorship innovation and service personalization.
Analysis of Key Themes
Attentiveness of Sales Organizations
The survey results underscore the critical role of attentive, client-focused 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. Intersection’s 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 leaders.
Effectiveness in Communicating Value
Effective 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 data-driven storytelling can enhance their perceived value.
Implications and Industry Perspective
The survey results highlight the competitive dynamics within the traditional OOH advertising landscape, with OUTFRONT Media emerging as the dominant player due to its strong client-centric approach, innovative offerings, and clear communication strategies. Its leadership in all categories sets a high standard for competitors.
Clear Channel Outdoor and Lamar Outdoor showcase stability and consistency, though both have opportunities to refine their messaging, enhance creative sponsorships, and invest in more data-driven targeting solutions. Intersection’s niche strengths in targeted audience access and attentive client service underscore its potential as a partner for advertisers seeking highly localized solutions.
As 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 well-positioned to capture market share in a rapidly transforming industry.
This comprehensive report underscores the importance of both operational excellence and client engagement in driving success in the OOH advertising sector.
Introduction to The Myers Report Survey and Methodology
The 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 advertising-supported streaming video platforms are performing in delivering value and meeting the needs of their advertising partners. Visit www.MyersReports.com for additional reports and company analyses.
Purpose of the Survey
The Myers Report survey aims to:
- Assess Media Company Value: Evaluate how well media organizations align with advertiser and agency priorities, including cost efficiency, audience targeting, brand safety, and overall value.
- Benchmark Sales Organization Performance: Highlight how effectively media companies' sales teams deliver client service, communicate value, and support advertisers' needs.
- Inform Strategic Decision-Making: Provide advertisers and agencies with data-driven insights to optimize media planning and buying decisions.
Promote Industry Excellence: Highlight high-performing organizations, setting benchmarks for best practices and excellence in the rapidly evolving advertising landscape.
Survey Scope and Methodology
The 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 4A’s, and leading media agencies. The study focuses on 50 media companies including 13 broadcast and cable media companies, 16 advertising-supported streaming video platforms,seven digital/social platforms, four out-of-home media sellers, and five MVPD distributors. evaluating their performance across seven key categories, including cost efficiency, audience reach, brand safety, and client service.
Role of The Myers Report
For over three decades, The Myers Report has been a trusted source of intelligence for the advertising and media industry, delivering in-depth 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 growth.
Through its findings, The Myers Report empowers decision-makers with the knowledge to navigate the dynamic media ecosystem and drive greater value in their partnerships with media companies. For more information contactjack@mediavillage.org.