The findings of a new UK study has revealed that digital out-of-home (DOOH) advertising campaigns are regarded by consumers across the UK as ‘informative, entertaining, creative and trustworthy’.
The study conducted by research specialist Kantar, also found that DOOH ads can play an important and unique role in advertisers’ media strategies.
The research surveyed the views of 1,000 people from across the nation on a variety of different advertising channels to assess how DOOH advertising is perceived in comparison to other on and offline marketing formats.
Up to 80% of the UK participants found DOOH ads to be informative, while 31% found them entertaining and 24% labelled them as creative.
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According to Kantar, Brits deem DOOH ads to be 13% more trustworthy than social media mediums, making it a valuable platform for multichannel video advertising strategies.
Generation Z (16-34 year olds) arealso the most likely to talk about DOOH ads after viewing them and are twice as likely to do so than those who are over 55.
“The survey shows how receptive the UK is to DOOH, and how it leaves a strong impression on consumers,” Xanis product manager, Tilly Sheppard said.
“By interacting with features like QR codes, social media hashtags and touch screens, while on the move in relevant locations, consumers are being encouraged to make action-driven decisions including searching online for more information and ultimately to visit stores and make purchases.”
The study was carried out on behalf of Xaxis and Kinetic for Sightline.
Kinetic head of programmatic Alys Donnelly added: “Our findings reveal that consumers recognise DOOH as an entertaining, trustworthy, and most importantly, memorable advertising platform. Merging the physical and virtual world while out and about drives more immersive and engaging experiences when viewing and accessing advertising.”
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