Perceptions of 4 U.S.-based OOH ad companies: Clear Channel, Lamar, Intersection, and OUTFRONT —The Myer’s Report 2024

The Myers Report: Out-of-Home Advertising Industry Survey 2024 has been released. This report surveyed advertising professionals involved in planning and buying to evaluate perceptions of four U.S.-based OOH advertising companies: Clear Channel Outdoor, Lamar Advertising, Intersection, and OUTFRONT Media.  

The survey’s primary goal was to assess each media company’s value by aligning with advertiser and agency priorities, benchmark sales organization performance, measure how effectively media companies’ sales teams serve their clients, communicate their value, and support advertisers. Additionally, it aimed to provide advertisers and agencies with data-driven insights to optimize media planning and buying decisions. The survey also highlighted top-performing organizations to establish benchmarks for best practices and excellence.

The companies were evaluated across seven categories:

• Cost-effectiveness
• Audience Reach
• Audience Targeting
• Brand Safety
• Sponsorships and Creative Opportunities
• Effective Communication of Value
• Attentiveness of Sales and Service

According to an article summarizing the report, OUTFRONT Media emerged as the leader, while Lamar ranked last. However, the Myers Report was not exclusively focused on the OOH industry. While 550 media planners and buyers were surveyed, it is unclear how many are directly involved in OOH planning and buying, as the report also encompassed broadcast/cable media, video streaming, social media, and MVPD distributors. Moreover, the respondents were described as advertisers, planners, buyers, and influencers. What criteria defines someone as an influencer? Additionally, understanding the markets represented by the respondents could provide insights into their familiarity with specific media suppliers. If the respondents predominantly came from markets favoring certain media owners, their perceptions might skew higher for those companies.

At OOH Today, we expected Lamar to rank higher in the survey. As one of the industry’s largest players, it’s surprising that Intersection outperformed it.

According to the report, OUTFRONT Media excelled due to its high scores in client services, offerings, and communications. While Clear Channel Outdoor and Lamar Advertising achieved stable and consistent results, the Myers Report suggested they refine their messaging, enhance creative sponsorships, and improve data-driven targeting solutions. Intersection’s strong performance stemmed from its targeted audiences and exceptional client service, which appealed to advertisers seeking highly localized solutions.

Although the survey evaluated seven categories, the report’s article primarily addressed two: Attentiveness of Sales Organizations and Effectiveness in Communicating Value. While effective communication of value may help close initial deals, it doesn’t necessarily foster long-term relationships.

The report highlighted that OUTFRONT Media and Intersection scored highest in client-focused sales teams, with Clear Channel scoring lowest. Intersection’s success was attributed to cultivating deep relationships in niche markets.

OUTFRONT Media also led in effective communication of value, a critical factor in building trust and demonstrating the ROI of OOH campaigns. While Clear Channel performed well in this area, Intersection and Lamar lagged behind.

What do you think of the Myers Report findings? Do they align with your perceptions of these four media owners? Share your thoughts in the comments below.