Consumer trust for Out-of-Home is streets ahead of online and print
Good news for Out-Of-Home advertisers: new research shows that the medium is amongst the most trusted and is one of the most memorable formats for consumers.
The survey conducted by FEPE International, found that 24% of consumers rated Out-Of-Home as the most trusted medium, ahead of press (22%) and online (3%). Meanwhile, 34% of those surveyed stated that they believed Out-Of-Home ads to be the most memorable, with press (7%) and online (4%) trailing behind for ad recall.
Following the launch of the NFC-enabled iPhone 6 last week, it’s also particularly interesting to see that consumers consistently show a strong desire to interact with Out-Of-Home through their smartphones or with touchscreen ads. The use of mobile is really starting to increase the impact of OOH and drive instant response from passers-by – but the onus is still on brands to deliver ads that appear to be tailored and locally relevant.
You can read more about the survey results here.