Kantar Reveals That Trust in OOH is Back

Kantar’s Media Reactions report for 2024 has revealed that marketers trust Out-of-Home – and are increasing their advertising spend too.

The report highlighted that global consumers and marketers ranked traditional and digital OOH in their top five media channels. Trust is high and continues to match the investment made in the industry.

So, why do you think marketers trust OOH?

✅ Tried & trusted: 1 in 3 people trust OOH (industry reporting, 2024).
Impressive reach: Route data tells us that 98% of the population will see OOH advertising.
✅ Cost-effective: Similar research from One Screen AI found that an overwhelming majority of marketers were satisfied with return on investment .
✅ Complementary: OOH aids the effectiveness of other forms of advertising thanks to frequency of exposure.

While we can only suggest why marketers are investing more time and effort into OOH, we also know that OOH can drive action at the relevant moments that matter to audiences (industry reporting, 2024).

Put your trust in OOH, and the other pieces will fall into place.