What They Say
A survey conducted in the US and completed by 2,000 adults has suggested that Out-of-Home advertising are seen as more trustworthy and relevant than other advertising. The level has increased this year and 58% of respondents indicated that they are very likely or likely to believe messaging in OOH advertisements, followed by TV (55%) and social media (44%), with desktop advertising receiving the least trust at 34%. That is up from a survey conducted by Vistar Media in the Summer of 2019 that found 50% of consumers found OOH to be the most trustworthy medium.
Similarly, 71% of consumers say they relate to the messaging shown on out-of-home screens – the highest of any media channel in the study. Additionally, 82% of respondents said they would look forward to seeing similar messaging in other OOH environments, 10% higher than the response for non-OOH messaging (72%).
What We Think
Good research data is often limited in the OOH segment, so decent survey sizes and repeated surveys are welcome in shedding light. A hat-tip to the Daily Dooh for pointing us to this one. (BR)
