Premium OOH boosts brand perception, study

The research found that large-format full-motion OOH generated a 50 percent increase in fitness signals compared with standard OOH, while iconic formats delivered an 88 percent increase.

Premium and iconic Out of Home (OOH) advertising can strengthen brand perception and consumer confidence compared with standard OOH and other media channels, according to an independent study released by Ocean Outdoor on 1 October.

The study, Premium Perceptions: the Power of Signals, examines how different OOH formats influence the signals consumers associate with brands. It applies signalling research by Everyday People, originally conducted for Thinkbox in 2020 and subsequently for WPP EssenceMediacom in 2024.

Premium OOH delivers stronger brand signals

For social signals, large-format full-motion OOH produced a 23 percent increase over standard OOH, rising to 37 percent for iconic formats.

Premium large-format full-motion OOH also exceeded TV on two of the six signals measured, while iconic formats exceeded TV on five of the six signals.

Iconic formats outperform standard OOH

Across Ocean’s premium sites, including iconic locations, the study recorded a 71 percent uplift in perceived brand quality compared with social media. It also found a 91 percent increase in perceived financial strength and a 21 percent increase in consumer confidence in the brand.

The research plots signalling against attention, combining physical and mental measures to create a forecasting tool intended to illustrate the strength of consumer relationships with brands.

Ocean study explores OOH attention and brand trust

Steve Bernard, Head of Insight, Ocean Outdoor UK: “Across the nine channels in WPP’s 2024 study, there was strong evidence to show that where advertising is seen by the public significantly affects the way they perceive the brand in question, in terms of its confidence as a product or service, its quality and financial strength.

“Standard OOH formats were fairly strong in the context of other media channels, certainly ahead of one to one digital channels, but some distance behind other broadcast channels such as TV and cinema. We decided to overlay both premium large format DOOH sites, and ‘iconic’ locations, such as Piccadilly Lights and BFI IMAX, into this concept to plot where Ocean’s premium OOH sits on a signalling/attention axis.

“The findings tell us that advertisers should consider how significantly different premium and iconic large formats are in powering positive brand effects. Consideration should be given to nuances in effectiveness – reach is very important, but attention and signal strength power brand perception and trust.

“Importantly, we now know that iconic OOH formats are almost unrivalled in delivering signal power across all media channels, and cost perception is intrinsically linked to trust. Promises made in public carry more weight than those made in private.”

The full study can be accessed here

www.oceanoutdoor.com

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