Why OOH Wins on Trust

In a time when trust is scarce and concerns about brand safety online are rising, brands are constantly seeking ways to establish authenticity. Trust has become a top priority for marketers, yet only 34% of consumers trust the brands they use, while 81% consider trust a key factor in their purchase decisions. This gap presents a major opportunity for brands to build stronger connections with their audiences—and Out of Home (OOH) advertising is uniquely positioned to help bridge this divide.

OOH advertising exists in the real world, making it unavoidable, unskippable, and brand-safe. At a time when credibility is more important than ever, OOH provides the visibility and authenticity brands need to build consumer trust.

Why OOH Wins on Trust

Trust in the Public Space

OOH operates in the public sphere, carrying an inherent responsibility to be a platform for good. One in four consumers recognizes OOH as a medium that reflects progressive and social values. Its longstanding reputation as a stable and trusted advertising channel strengthens brand credibility.

According to "The Moment for Trust" study by Clear Channel and JCDecaux, 31% of consumers say they trust OOH advertising, and 49% believe OOH is more trustworthy than social media. This makes OOH a reliable space for brands to engage with audiences in an authentic way.

A Proven, Positive Medium

A study by Kantar highlights a significant shift towards in-person advertising experiences, with OOH and Digital OOH (DOOH) ranking among the top five preferred channels. There is a 90% correlation between ad channels that capture consumer attention and those where they prefer to see advertising, reinforcing OOH as a highly accepted medium.

Campaign effectiveness is greatly influenced by consumer perceptions of media channels. Studies show that advertising campaigns are seven times more impactful among receptive audiences, making trust a key factor in campaign success. DOOH, in particular, is recognized as both an innovative and a trusted advertising channel among consumers and marketers alike.

Resonating with the Next Generation

Trust plays a crucial role in how Gen Z interacts with advertising, and OOH is one of the most credible mediums for this audience. According to JCDecaux UK, 84% of Gen Z pays attention to OOH advertising, demonstrating its strong presence in their daily lives.

While social media remains the most consumed medium for 16-34-year-olds, OOH ranks second, providing brands with an effective way to connect with this demographic. Nielsen reports that 59% of Gen Z trusts OOH, further solidifying its credibility.

Additionally, Gen Z is 16 times more likely than the average adult to have seen an OOH ad in the past week. Their engagement goes beyond viewing:

• 25 times more likely to interact with a brand's page after seeing an OOH ad.

• 19 times more likely to share content about a brand or download an app.

As a non-disruptive and screen-free medium, OOH offers Gen Z a refreshing way to engage with brands while maintaining its trustworthy reputation.

A Foundation for Cross-Channel Trust

OOH doesn’t build trust in isolation; it primes all other media channels, increasing brand trust more than any other channel (+7%). Its tangible, public nature makes brand messaging feel more authentic and credible.

For instance, when a consumer sees a café ad on OOH, and later encounters it on social media, they are more likely to engage. This repeated exposure across multiple channels reinforces brand messaging, increasing consumer confidence and driving action.

According to IPA Databank, Peter Field, and Rapport, when OOH is used alongside other media channels, it amplifies their effectiveness:

• Search: +54% impact

• Social Media: +20% impact

• TV: +17% impact

• Radio: +17% impact

• Print: +7% impact

Conclusion

In an era where trust is critical, OOH stands out as a powerful, credible, and high-impact advertising medium. Its public nature, strong consumer trust, and ability to enhance cross-channel effectiveness make it an essential part of any brand’s marketing strategy. By leveraging OOH, brands can create authentic connections, reinforce trust, and drive meaningful engagement with their audiences.