Consumers aged 18-24 are 25% more likely to observe branded DOOH ads when they include live content, a new study from Ocean Outdoor indicates.
The research showed that 16% of those in the same age range believe that live content displayed via DOOH is more likely to be trustworthy and genuine than content from other sources (such as online and traditional media). Furthermore, one in five said that they would have a tendency to act on a brand’s advertising if it appeared next to such content.
Across all age ranges surveyed, breaking news was cited as the most popular live content, with weather forecasts, transport updates and film trailers following closely behind.
Of course, results from DOOH are much more difficult to measure than online advertising, often bringing into question its effectiveness and value for money per impression. However, it also has a lot going for it – namely the ability to target audiences in real-time and avoid pesky ad blockers on personal devices.
Certainly, it appears that young people are responding to DOOH in a positive way, with nearly half (49%) of them stating that they would be interested in seeing more real-time content on outdoor screens.