A new international research study for FEPE International, the global organisation representing the world’s major out of home (OOH) media owners and leading OOH agency specialists and suppliers, has found that consumers rate OOH as the next most trustworthy medium to TV (24% against 28%). Press comes next on 22% with online being ranked as the ‘most trustworthy’ by just 3% of consumers.
“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,” says FEPE International executive director John Ellery.
The research set out to answer various questions the answers designed to help OOH media stakeholders “understand and quantify how the landscape and opportunity is changing for out of home advertising”, according to Karl Javurek, president of FEPE International.
How are urban consumers now spending time out of home – particularly at frequent points of interaction with outdoor advertising? How does this compare in developed markets with those which are fast growing? Where does Out of Home now sit in the route to purchase as global shoppers focus on securing the right deal, whatever it takes? What do urban consumers want from brand advertising and communication these days?
Some interesting findings:
- Mobile is accelerating the impact of out of home media – not diverting attention. As a partner to mobile,out of home is ideally placed to drive instant response or action.
- Digital formats are rapidly giving a new thrust to Out of Home media. But creativity needs to stay front of mind: consumers expect more than just moving pictures.
- Increased interaction with out of home advertising will depend on perceived value of
exchange. Consumers have a growing sense of their time and personal data as valuable currency.
- Out of home continues to amplify and localise the impact of TV campaigns: both TV and out of home media are preferred by urban consumers for their trustworthiness and memorability over other channels.
- The study specifically highlights the degree to which urban consumers around the globe have ever sharper expectations of the quality and style of communication which brands need to deliver to merit attention and potential action – including out of home. Brand campaigns across other platforms – particularly digital – are raising the bar for out of home executions, in developed and fast growing economies alike.
The research shows that 62% of urban consumers would be interested in a digital out of home advertisement that showed them information relevant to their specific location or time of
day. A key driver here is 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)”. Out of Home has traditionally excelled in amplifying campaigns while placing them in local context. The growth of digital assets will extend the opportunity here.
When asked which types of advertising are the ‘most memorable,’ 46%t of consumers voted by TV, 34%t for OOH and just 7% for press. Online scored 4% for ‘most memorable.’
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%t 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.
The research was carried out by Future Foundation for FEPE International in summer 2014. A 20-minute questionnaire was undertaken online with a sample of 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 OOH advertising so far undertaken.
Read the full report here.
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