Research

Research

Out-of-Home media rivals TV as most trusted ad medium.

New Out-of-Home Media Study Underscores the Value of Outdoor Advertising; Outdoor Advertising Drives Interaction



ZURICH, SWITZERLAND — A new research study by Future Foundation on behalf of FEPE International, a global organization representing the world’s major out-of-home (OOH) media owners and leading OOH agency specialists and suppliers, has found that consumers rate out-of-home advertising as the next most trustworthy medium compared with broadcast television (24% against 28%). Traditional print media comes next on 22% with online being ranked as the least trustworthy with just 3% of consumers.

The research was carried out by Future Foundation in summer 2014 and included a 20-minute online questionnaire sampling 1000 consumers aged 18-64 living and working in the largest cities in the UK, Germany, Spain, Turkey, Brazil and South Africa. This is believed to be the biggest international study into out-of-home advertising perceptions undertaken to date.

When asked which types of advertising are the most memorable, 46% of consumers voted for television, 34% for out-of-home media and just 7% for print media. Online media scored only 4%.

The research also shows that half of urban consumers agree with the statement “I like it when I see advertisements for products I already own,” increasing to 54% of those aged 18-34. This post-purchase reassurance effect is particularly marked in technology products and again highlights that OOH is a trusted ad medium.

FEPE International Executive Director John Ellery says: “We’re all aware of the power of TV and the growth of online advertising. But this major research study shows that out-of-home is a major force in the digital age as it is so highly valued by consumers. The growth of digital outdoor and NFC technology that allows consumers to interact with digital posters will only accelerate this trend.”



According to FEPE’s Always On study, eight in ten urban consumers have taken some form of action in response to an out-of-home advertisement. For example, looking up information immediately or later, discussing it with someone else at the time, or proceeding to a purchase. while second to TV advertising with regard to being most memorable. Advertisers who continue to combine OOH media with TV are well placed to cut through the growing noise and maximize their impact with target audiences.

FEPE’s research also showed that 62% of urban consumers would be interested in a digital Out of Home (DOOH) advertisement that showed them information relevant to their specific location or time of day. Key driver include a strong desire among consumers for connection with their local community: 59% agree strongly or moderately that “I like to keep informed about what is happening in my local area (e.g. shop openings, events)”.

FEPE International is a global out-of-home association working to promote and improve the OOH industry on behalf of its members that include: JCDecaux, Clear Channel, Exterion, Ströer and Cemusa. Membership is open to all companies who operate in the OOH sector and as a non-profit federation funds are reinvested in industry issues such as research and the annual international congress.

The original version of this article ran on September 23, 2014 on ScreenMediaDaily.com »