OOH follows TV as 'most trustworthy' medium
Consumers rate out-of-home as the next most trustworthy medium to TV, according to a new study by FEPE International.
The research, carried out by Future Foundation fon behalf of FEPE International, revealed that 28% of consumers find television advertising 'most trustworthy', followed by 24% for OOH and 22% for press. Conversely, just 3% find online advertising the most trustworthy medium.
When asked which types of advertising are the most memorable, 46% of the 1,000 respondents from the UK, Germany, Spain, Turkey, Brazil and South Africa, voted for TV, 34% OOH and 7% press. Similarly, online scored a low 4%.
The research also revealed that half of urban consumers agree with the statement, 'I like it when I see advertisements for products I already own,' increasing to 54% for those aged 18-34.
The 'post-purchase reassurance' effect was particularly marked in technology products, which the report says highlights that OOH is a "trusted ad medium."
Commenting on the research, FEPE International's executive director, John Ellery, said: "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."
We would also like to direct you to the new FEPE bookstore, (link in the top menu) set up in collaboration with Amazon.
We have collected together information on many books relating to Out of Home advertising, research, historical and more generic advertising. If you click on any link in the store you will be taken directly to Amazon's site where you can buy the item in the usual way, assuming you have an Amazon account.
We hope that anyone visiting the store will find something of interest to them, but if you think we have forgotten a particular book, please email us the details and we'll add it in.
FEPE is always open to new members
If you are an Out of Home media owner, Supplier to the OOH industry, National Out of Home Association or Agency we will welcome you to our Federation. Membership forms can be found under the membership tab, or please email us for further details.