A new international research study for FEPE International, the global organization representing the world’s major 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 per cent against 28 per cent). Press comes next on 22 per cent with online being ranked as the ‘most trustworthy’ by just 3 per cent of consumers.
When asked which types of advertising are the ‘most memorable,’ 46 per cent of consumers voted for TV, 34 per cent for OOH and just 7 per cent for press. Online scored 4 per cent for ‘most memorable.’
The research also shoed that half of urban consumers agree with the statement “I like it when I see advertisements for products I already own,” increasing to 54 per cent 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.
FEPE International Executive Director John Ellery told us “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.”
More details about the research are available on the FEPE International website here.
About FEPE International
FEPE International (established in 1959) is the only global Out of Home Association, working to promote and improve the OOH industry on behalf of our members. Board members include JCDecaux, Clear Channel, Exterion, Ströer and Cemusa.Membership is open to all companies who operate in the OOH sector and as a non-profit Federation funds are reinvested in industry issues such as research and the annual international congress. FEPE are members of EASA and ESOMAR in Europe and also actively works to help the membership with legislation issues within their own countries.
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