According to the Edelman Trust barometer 2018, no less than 33% of Dutch people say they have lost confidence in social media last year. A meager 19% trusts social media and that has an impact on the effectiveness of advertising. Where social media has a hard time when it comes to trust, Out of Home is doing well: research by Nielsen shows that more than half of the consumer (56%) trusts this medium. As a brand you can take advantage of that.
What Nielsen’s research also showed is that if a target group is exposed to online advertisements and subsequently gets outside advertising, brand trust increases. Perhaps it has to do with the fact that we have known this medium for so long or that it is part of public and daily life. That it is an obvious form of advertising, will probably also help. Anyway, OOH just feels comfortable. A campaign with great content increases trust even more. Campaigns that respond to current events, are the talk of town and are relevant to the public, increase consumer confidence. All in all a great reason to take a look at a number of confidence-inspiring OOH campaigns.
Incorporating current events;
A political battle is being conducted in the media. Public debate and media attention make this a popular topic for conversation. And so with Out of Home you can respond well to this. A good example is this expression in which Smirnoff has a great sense of the public opinion and subtly takes a mickey out of Trump.
Encourage word-to-mouth advertising;
Not many brands take word-to-mouth as literally as Suitsupply. The creatives set a lot of tongues wagging and that is precisely their intention. Research by Nielsen shows that word-of-mouth advertising is by far the most powerful form of influencing. Because OOH is visible to everyone, in public, this medium is ideally suited to launch word-of-mouth advertising.
Raising trust with service information;
Digital screens lend themselves perfectly to show current information. Information in which you can be of service to your passers-by. For example, Sourcy placed a total of 65 digital Mupi’s on the Damrak and in the Museum Quarter in Amsterdam and around the Koopgoot in Rotterdam. Not only the weather report was shown, but also an event calender, Amber Alerts and tourist information. This is service information that will confidently do good in OOH.
Every disadvantage has its advantage;
Legendary words from Johan Cruyff that also apply to Out of Home. Where online has been growing for years, Out of Home stayed behind with digitization. Major steps are being taken, but the vast majority of Out of Home still consists of static posters, 80% of the market to be precise. And static posters do not suffer from falling consumer confidence in online media, on the contrary. In addition, delayed digitization ensures that Out of Home can now immediately make GDPR compliant messages when introducing digital screens, and thus does not damage citizens’ trust.
OOH uses anonymous data
Finally, the use of anonymous data contributes to trust in the medium. OOH, digital and non-digital, uses plenty of data, e.g. to select the right locations. However, the datasets that are used for strategic planning are not based on personal data and behavior. Operators collect exclusively and anonymously location data from large groups of people. Compared to online media, the consumer is more or less left alone.
Tips you can rely on;
With confidence in the medium you do not yet increase the trust in your brand. These tips help you increase consumer trust with, for example, your Out of Home campaign.
1. Be actual. By responding to topicality, you can also rely on media attention and you can mix in the public debate as a brand.
2. Be personal. The more personal the message the more trust you generate.
3. Involve the audience. For example by asking a question or giving passers-by an option to choose.
4. Use humor. With humor you generate sympathy and trust.
5. Be consistent. Consistency contributes to reconcilability and trust in the brand.
6. Offer a service. Can you offer passers-by something that is useful to them? By linking your brand to relevant information, you can convey brand values and instill your sympathy and trust.
7. Be scattered and frequent. By ensuring a good spread over different geographical locations with a high frequency, you are recognized by the consumer and this inspires trust.