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Home » Research » OOH is the most trustworthy and relevant medium in US: Vistar Media & MFour research
OOH is the most trustworthy and relevant medium in US: Vistar Media & MFour research

By M4G Bureau - November 25, 2020

58% of respondents indicated that they are very likely to believe messaging in OOH advertisements, followed by TV (55%) and social media (44%)

A research conducted by Vistar Media and MFour between October 28 and November 5 finds that positive feelings also extend to perceptions of OOH ads, which are viewed as more trustworthy and relevant than ads on other platforms.

More than half of US consumers (58%) said that they enjoy being outside these days, with 54% saying they look forward to the experience. This, despite only 44% saying they feel comfortable when they are outside of their home. 

It has been conductedon the research company’s mobile panel of more than 2.5 million consumers. The study is based on responses from 2,000 adults and is projectable to the US population.

58% of respondents indicated that they are very likely to believe messaging in OOH advertisements, followed by TV (55%) and social media (44%), with desktop advertising receiving the least trust at 34%. That is up from a survey conducted by Vistar Media in the summer of 2019 that found 50% of consumers found OOH to be the most trustworthy medium.

Similarly, 71% of consumers said they relate to the messaging shown on out-of-home screens - the highest of any media channel in the study. Additionally, 82% of respondents said they would look forward to seeing similar messaging in other OOH environments, 10% higher than the response for non-OOH messaging (72%).

“What we are seeing are consumers who are still cognizant of the need to be safe, but are delighted to be outside when they can,” said Eugenie Chen, VP of Data and Analytics at Vistar Media. “That positivity and general enjoyment of being out of their home is motivating them to be very receptive to ads that they are seeing outside, as compared to ads that they associate with being homebound.”

The study also found that:

-Respondents showed stronger favorability towards the contextual environments where OOH advertisements were shown (88% of respondents like the ads shown on OOH screens) than non-OOH ones (83%)

-82% of respondents look forward to seeing similar messages in other OOH environments, which is significantly higher than the responses from the non-OOH group (72%). 

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