Elusive young audiences like, want, trust, respond to live broadcast content on DOOH: Ocean study

18 to 34-year-olds trust the authenticity of content and ads on DOOH screens more than other media channels

According to a new consumer survey carried out by YouGov for Ocean Outdoor, nearly half (49%) of 18 to 24-year-olds say they would be interested in seeing more live content on digital out of home (DOOH) advertising screens.

 
And one in four also say they are more likely to engage with adverts that appear alongside live broadcast content such as entertainment, news and sport.
 
A nationally representative sample of more than 2,000 Great Britain adults took part in an online study. The survey was commissioned by Ocean to better understand consumer attitudes to broadcast content carried across its portfolio of city centre and roadside screens in 12 leading UK cities.
 
The new survey forms part of an industry seminar which took place at the Royal Academy of Arts in London on January 29.
 
Ocean Outdoor UK joint-managing director Phil Hall said: “Ocean has developed a clear content strategy to create standout brand experiences at scale. We use premium broadcast-led content to connect hard to reach audiences with personal, immersive outdoor brand experiences – which they say they like and trust.
 
“This new survey reveals that in an age of fake news, ad blocking and a decline in both social media use and terrestrial TV viewing, combining linear broadcast content with new and interactive technology allows us to build a channel which is trusted and engaging. We are delivering the sort of content that discerning, younger audiences want to see.”

Key findings

Like

• 25% of 18-24-year olds are more likely to pay attention to ads alongside live content on digital billboards and posters outside of their home than standard ads alone.
• Young people are the most enthusiastic: 49% of 18 to 24-year-olds say they are interested in seeing more live content on DOOH screens, closely followed by 44% of 25 to 34-year-olds and 37% 35 to 44-year-olds.
• One in four 18 to 24-years-olds are also more likely to engage with ads that appear alongside live content, such as a sports match.
• As well as being interested in seeing more live content on DOOH, just over one in 10 (11%) of all respondents would like to see more dynamic and interactive advertising.

Want

• Almost half (49%) 18 to 24-year olds are interested in seeing more content on screens, compared with one in three of all respondents (30%).
• Breaking news was the most popular form of live content for all respondents (77%) followed by weather updates (72%) and live transport updates (66%). 38% like to see film and TV trailers, with live sports (27%) and music related content (21%) also proving popular.

Trust

• 16% of 18 to 24-year-olds agree they are more likely to trust that the live content they see on a DOOH screen is genuine, compared to seeing content online or on other traditional media channels like TV or print.
• While DOOH has not been around for as long as more established channels, irrelevant of age, audiences are likely to trust it just as much as traditional media, and in some cases more. 71% of people aged 35 to 54 agree that they have the same level of trust in DOOH as much as online and traditional media channels, compared to almost 3 in 5 (63%) of 25 to 34s and almost half (49%)18 to 24-years-olds.

Respond

• One in five (21%) 18 to 24-year-olds say they are more likely to take action towards a brand which appears alongside live DOOH content, compared to one in 10 overall.
• Ocean’s exclusive broadcast content partnerships with Team GB, the BBC, the British Fashion Council, The All England Lawn Tennis Club and ITV expands on its Digital Cities for Digital Citizens proposition.  This aims to connect cities with diverse audiences and mindsets through premium DOOH content and technology, providing them with unique, personal and immersive brand experiences.
• For Ocean’s rights holders, the partnership enhances their broadcast proposition, enabling them to reach elusive, light TV viewing audiences whilst also amplifying a valuable brand association for their official partners.
• Last summer, Ocean and Westfield London established the powerful interplay between broadcast content and DOOH using neuroscience. That study established that that when Ocean produces live streamed, dynamic content alongside relevant advertising, effectiveness increases by five times compared to pure ad play alone.