Brand Lift

An established CPG brand wanted to increase awareness for its premium product line and influence high-end grocery shoppers in a competitive category. Clear Channel Outdoor helped the brand activate a programmatic digital out-of-home (DOOH) campaign that increased ad awareness, favorability, purchase intent, and recommendation intent among exposed competitor customers.

Key campaign results:

Campaign objective: Growing awareness among grocery shoppers

The brand’s objective was to increase awareness for its premium product line among grocery shoppers in the New York DMA. The campaign focused on reaching consumers most likely to purchase premium grocery products. In a competitive grocery category, building awareness and translating that awareness into product consideration was critical to influencing shoppers before their next purchase decision.

Billboard advertising solution: Reaching high-end grocery shoppers with RADARView audiences

CCO RADARView audience insights helped identify high-end grocery shoppers aligned with the brand's premium product line and map that audience to digital billboards where they over-indexed. An additional layer of boards near key retailers delivered directional messaging close to the point of purchase. The digital boards enabled dynamic creative, while programmatic activation gave the brand efficiency and the flexibility to execute through their preferred DSP. The campaign brought together audience-led planning, dynamic digital OOH, retailer-informed placement, and programmatic flexibility to build awareness in a priority market.

Billboard advertising results: Measurable brand impact

Up to 21% increase in brand awareness across key audiences

The campaign delivered measurable lift across ad awareness, brand favorability, and purchase intent among exposed audiences. While the campaign was planned around high-end grocery shoppers, the brand lift study analyzed results across two key audience segments: primary purchasers and competitor customers.

These results show the power of audience-led DOOH to influence more than existing brand buyers. By using RADARView audiences to reach high-end grocery shoppers, the campaign helped the brand drive stronger impact among consumers who were already buying from competing brands, turning an awareness campaign into a competitive growth opportunity.

Competitor customers shifted their perception of the brand

The campaign drove a +19% increase among exposed competitor customers agreeing that the brand best meets their grocery needs. This result shows the campaign’s influence in shaping perception among shoppers who were valuable to the category and already engaged with competing products.

When competitor customers begin to see the brand as a stronger fit for their grocery needs, the campaign creates an opening to change purchase behavior and compete more effectively for share.

Winning Competitor's Customers: 13% Recommendation Lift

The campaign also drove a +13% increase in recommendation intent among exposed competitor customers. That lift signals more than awareness. It shows that exposed competitor customers were more likely to advocate for the product line after seeing the campaign, extending the impact beyond individual consideration.

For CPG advertisers, this is where OOH delivers meaningful value. With audience-led planning, brands can reach high-value shoppers, strengthen product relevance, influence competitive audiences, and create measurable momentum from awareness to recommendation.

Measuring OOH advertising effectiveness with RADARProof

CCO measured the campaign’s effectiveness using RADARProof, our proprietary measurement solution that quantifies OOH advertising impact.

We identified consumers exposed to the billboard campaign, then in partnership with Kantar, surveyed exposed audiences to measure key brand health and purchase consideration metrics. The study confirmed OOH drove measurable lift across the board, with the strongest signals coming from the audience that matters most to a challenger brand: competitor's customers.

Study details:

_{^{Source: Kantar, December 2025 | Lift confidence level: 95% or higher}}