Building trust in Out of Home
In today鈥檚 world, public trust is becoming an increasingly scarce commodity.
Just 34% of consumers saying they trust the brands they use. As such, this has fast risen to the top of every marketeer鈥檚 agenda, as 81% of consumers state that trust is a deciding factor in their purchase journey.
Every day, consumers are presented with an abundance of news, advertising, information and messages through a multitude of mediums. Peoples concern over content veracity has risen with recent social and political developments further exacerbated the issue.
What these means for brands is that is has never been more important to deliver honest, reliable and trustworthy advertising to counter-act the decline and future-proof their business.
As such, brand trust is at its most crucial point.
Brand trust
The聽Moment for Trust, a collaborative industry research piece between us and JCDecaux,聽explores three important areas in connecting with your consumer:
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01
A view on the impact of trust in retail
Examining the effect of trust on brand engagement and consumer action across major retail categories.
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02
Effectively advertising to consumers
Discover the influence of your advertising mix in building trust, and the power of Out of Home in your campaign.
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03
Activate Out of Home
Testing the effectiveness of Out of Home creatives through copy-testing and real-life case studies.
Key Findings
The Moment for Trust delivers some fantastic knowledge for marketers on how to build and maintain brand trust, with insight on what and how you can deliver your advertising messaging and the benefits of doing so.
To see the full insight, including category specific discoveries, please get in touch using the form below. You can also view our launch webinar, where we invited a panel of top brands in Tesco, EE, Pension Bee and OmniGov, alongside academic and media commentators, to help us break down and understand the concept of trust.
The key takeaways from the presentation show that capturing and converting your audience into a trusted customer will significantly increase their likelihood of brand engagement. It shows that public media, and in particular Out of Home advertising, as the most successful channels in delivering credible information and that trust built using Out of Home directly translates into driving brand consideration.
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Consumers are 36% more likely to engage with brands they trust聽
1 in 4 agree OOH is a platform for good, expressing progressive and social values聽
1 in 5 say trust is a deal breaker when it comes to purchasing聽
Quality and price are top brand attributes when it comes to trust聽
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Interested in the insight?
Trust is a major topic right now in media, and beyond.
If you're interested in seeing the full research presentation, The Moment for Trust, and talking it through with one of our team, then please fill in the form and we'll be in touch with more information.
Understanding the concept of Trust
To understand what trust means to brands, we first need to understand the concept of trust itself.
And that meant answering a few key questions: What is it? How do you build it? How do you keep it? Why is it important? How has a global pandemic changed it?
And to answer those questions, and launch our joint research, we hosted a webinar where we heard from academics, statisticians, researchers, brand leaders, and marketers on exactly why right now is:聽The Moment for Trust.
1. Toluna / Emc易倍体育, Trust Research, 2020
2. JCDecaux \ ResearchBods, Trust Survey, 2020.