OOH Advertising Leads To ‘More Trust’ In Social Media

A new study looking into out-of-home (OOH) advertising and the effects this can have on other areas of running a business has found that nearly half of those companies questioned use it for brand building… with this kind of marketing resulting in greater trust in social media platforms among consumers.

Carried out by Rapport (part of IPG Mediabrands), the Standing on the Shoulders of Giants white paper revealed that power users of OOH advertising saw trust ratings rise by 24 per cent, while esteem – or consumer perceptions of brand quality – rose by an impressive 106 per cent, The Drum reports.

Not only that but customer loyalty improved by 275 per cent while effects in both paid search and online advertising went up by 80 per cent and 31 per cent respectively.

Key conclusions drawn from the research were that use of OOH saw brand fame increase, that power users were more likely to deliver on their business outcomes and – particularly in the online world – other media used by brands was also more successful.

Commenting on the findings, global CEO of Rapport Mike Cooper was quoted by the news source as saying: “At a time when consumer confidence in all media – including social media – is waning, it’s never been more vital for brands to incorporate Out-of-Home’s unique ability to regain trust into the marketing mix.

“At the same time, marketers are under increased pressure to make most use out of every media investment they make. Again, OOH comes to the rescue, augmenting and elongating the power of marketing dollars spent on all channels.”

The digital out-of-home (DOOH) market may also be of increasing interest to companies at the moment, with the news source noting in a separate article that from billboards and sports stadiums to newspapers digital advertising is now looking to motion as a way of capturing people’s attention… more so now than ever before.

The Drum made mention of companies like Clear Channel Outdoor, which has now teamed up with Rubicon Project over in the US to automate signage with DOOH thanks to the use of live-data feeds and real-time screens in bus stops, city centres and places of mass transit.

It was also noted that here in the UK DOOH advertising is set to overtake the more traditional OOH for the first time ever, according to a recent PwC report.

Given all this, now could be the perfect time for you and your brand to review your own advertising and marketing strategies, and start investing in the likes of bespoke LED displays – if you haven’t already.

Of course, if you’re new to this it can be hard to know where to start, so if you’d like some help and advice, do get in touch with us here at LED Synergy to see what we can do to get you that all-important leg up on the competition.