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Younger audiences like and trust DOOH

In a time of fake news and ad blocking, a new study by Ocean Outdoor has revealed that digital out-of-home (DOOH) is the most trusted platform for adverts amongst young audiences.

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Ocean Outdoor commissioned the survey to better understand consumer attitudes towards its screens

The consumer survey carried out by YouGov found that nearly half (49%) of 18 to 24-year-olds would like to see more live content on DOOH advertising screens.

One in four say they are more likely to engage with adverts that are played alongside live coverage such as entertainment, news and sport.

As well as engaging more, this demographic also trusts live content on DOOH more than other platforms such as tv or print.

In terms of the effectiveness of DOOH content on the whole, the study found that 25% of 18-24-year olds are more likely to pay attention to adverts on digital billboards and posters outside their home.

...in an age of fake news [and] ad blocking, combining linear broadcast content with new and interactive technology allows us to build a channel which is trusted and engaging

Phil Hall, UK joint-managing director of Ocean Outdoor, comments: “Ocean has developed a clear content strategy to create standout brand experiences at scale. We use premium broadcast-led content to connect hard to reach audiences with personal, immersive outdoor brand experiences – which they say they like and trust.

“This new survey reveals that in an age of fake news, ad blocking and a decline in both social media use and terrestrial TV viewing, combining linear broadcast content with new and interactive technology allows us to build a channel which is trusted and engaging. We are delivering the sort of content that discerning, younger audiences want to see.”

The point of the survey was to gain better insight into consumer attitudes to the content carried out by Ocean across its city centre and roadside screens in the UK.

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