Trust: The Key to Growth in OOH Advertising
With investment in Out of Home (OOH) advertising projected to exceed €101m in 2025, trust is set to be one of the main drivers of this growth, according to Core. Caroline Decourcy explores why trust is crucial in the battle for authenticity, especially when it comes to advertising.
The Growing Need for Trust in Advertising
In a world where trust is in short supply, brands are facing increasing concerns about their safety online. Only 34% of consumers say they trust the brands they use, while 81% consider trust a vital factor in their purchasing decisions. This gap presents a tremendous opportunity for brands, and OOH advertising is in the perfect position to help bridge it.
OOH is unique. Unlike digital ads that can be blocked, skipped, or ignored, OOH exists in the real world where it cannot be turned off. It’s omnipresent in public spaces, offering brands high visibility in a trusted, brand-safe environment. In a time when authenticity is paramount, OOH stands out as a powerful tool for brands looking to gain consumer trust.
Why OOH Wins When It Comes to Trust
Trust in the Public Space
Operating in the public sphere, OOH advertising has an inherent responsibility to be a platform for good. One in four consumers recognize OOH as a medium that reflects progressive and social values. This trust has been earned over time, as OOH has consistently proven to be a reliable, stable channel for authentic brand communication.
According to "The Moment for Trust" study by Clear Channel and JCDecaux, 31% of consumers trust OOH advertising. In fact, 49% believe OOH is more trustworthy than social media, highlighting its position as a credible and trusted medium.
A Proven, Positive Medium
A study by Kantar reveals that there has been a shift towards in-person advertising experiences, with OOH and Digital Out of Home (DOOH) ranking among the top five preferences. There is a strong correlation between the channels that capture consumer attention and those they prefer for advertising, suggesting that consumers actively engage with in-person ad experiences.
Moreover, advertising campaigns are seven times more impactful when reaching receptive audiences, proving that consumer perceptions of media channels significantly impact their effectiveness. DOOH, in particular, has earned a reputation as one of the most innovative and trusted advertising channels among both consumers and marketers.
Resonating with the Next Generation
Gen Z places great importance on trust when interacting with advertising, and OOH stands out as a channel they genuinely believe in. A report from JCDecaux UK indicates that 84% of Gen Z pay attention to OOH, highlighting its strong presence in their daily lives. Though social media remains their primary medium, OOH follows closely behind as an effective platform to reach this valuable demographic.
Nielsen reports that 59% of Gen Z trust OOH, making it one of the most credible channels for this generation. OOH offers a welcome break from the screen-heavy lives of younger audiences while maintaining its status as a trusted space for brand communication. Gen Z is 16 times more likely than the average adult to have seen OOH in the past week, and they are 25 times more likely to interact with a brand’s page after seeing an OOH ad.
A Foundation for Cross-Channel Trust
OOH doesn't just build trust on its own; it primes all other media channels, increasing brand trust by more than 7%. Its public and tangible nature makes brand messaging feel more authentic and credible. For instance, if consumers see a café ad on OOH and later encounter the same ad on social media, they’re more likely to act, strengthening their connection with the brand.
Studies from the IPA Databank and Peter Field & Rapport show that when OOH is used alongside other media channels, its effectiveness multiplies. OOH amplifies the impact of Search (54%), Social (20%), TV (17%), Radio (17%), and Press (7%), proving its power to boost brand awareness and trust across platforms.
Conclusion: OOH Stands Out in an Era of Distrust
In today’s world, where trust is in short supply, OOH advertising stands out as a medium you simply can’t fake. Operating in public spaces, where ads can’t be turned off, blocked, or ignored, OOH remains a powerful tool for brands to deliver authentic and trustworthy messages. It’s no surprise that OOH is poised to see significant growth in the coming years as brands increasingly turn to it to build lasting consumer trust.
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