Once your audience is aware of your brand, the next step is to ensure that they will consider buying your brand at some point in the future. Since purchase decisions are primarily influenced by emotions, at this stage, it's all about appealing to consumers’ needs and values, and connecting emotionally.
New research has found that consideration strongly correlates with trust. Building trust is therefore essential to brands who want to move customers down the funnel towards purchasing. 81% of people say that trust is a deciding factor in their buying decision*.
*Clear Channel & JC Decaux, The Moment for Trust, 2021
OOH drives consideration
OOH is one of the most impactful media channels for brand consideration, also working effectively alongside other media to boost consideration scores, particularly TV and social. As a regulated and very public medium which is seen by many, OOH is proven to help create strong associations of trust, a key trait that today's consumers are demanding from brands. Dynamic OOH campaigns that are highly relevant to the moment (e.g. weather, location, time of day) are also proven to boost an audience’s emotional response even further.
72% more likely to increase brand consideration (seeing OOH vs not seeing).
OOH is the number 1 medium for delivering trust in brand claims (vs other media)
6.8 x stronger level of approach [positive emotion] (vs seeing non contextually relevant OOH ad)
Sources: Mesh, Power of OOH on Brand Consideration, 2016; Clear Channel & JC Decaux, The Moment for Trust, 2021; Neuro-Insight, The Moments of Truth, 2020
Campaign planning tips
Use full motion digital to tailor your message to the moment, or be seen on premium large format digital to heighten emotional response.
We know OOH, as a publicly viewed medium, helps build trust but it’s still important to make sure any message claims are credible.
If you’ve already got TV or social on your media plan, make sure you include OOH to boost their effectiveness.
Sources: Mesh Power of OOH on Brand Consideration,2016; IPA, Field and Rapport, Standing on the Shoulders of Giants, 2018
Tesco made perfect use of OOH to boldly announce their positive successes, a great way to continue building brand trust with the public.
Get in touch to find out more about how OOH can help you deliver on your marketing objectives.
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- Team CC