Soyang Europe earns CarbonQuota certification
Soyang Europe has been recognised for its efforts to reduce emissions and minimise its impact on the environment, receiving a Carbon Reduced Operation Certification from CarbonQuota for 2025
According to Bauer Media Outdoor UK’s latest ‘Audience in Focus’ report, consumers are more likely to trust AI recommendations if the brand is also advertised in public spaces
Out-of-home (OOH) advertising media owner, Bauer Media Outdoor UK, has unveiled new findings from its latest ‘Audience in Focus’ report, a triannual study exploring how OOH advertising can help strengthen consumer trust in an increasingly digital world.
The research, which surveyed 2000 UK adults, found that 55% would trust an AI-recommended brand more if they saw it advertised in public spaces such as billboards and bus shelters. This figure rises to 68% among 18-34-year-olds.
By contrast, those who trust recommendations purely from AI sources remains limited, with just 10% of UK adults in the report saying that they completely trust them. Meanwhile, more than three-quarters (76%) would seek other sources to check a brand’s trustworthiness before buying.
According to the report, trust also remains a key consideration when choosing what to buy, with 81% stating they prefer to buy from brands they trust. This rises to 87% among 18-34-year-olds and 86% among families.
Lindsay Rapacchi, research and insight director at Bauer Media Outdoor UK, says: “As consumers increasingly turn to AI for recommendations, it’s interesting to see that they still look for reassurance when deciding which brands to buy from.
“Our research suggests that seeing a brand advertised in the real world can help build that confidence. While the ways people discover brands are changing, familiarity and trust remain important in influencing purchasing decisions.”
Previous studies from Bauer Media have also showcased the continued power of outdoor advertising despite the increasingly online habits of consumers.
A January 2026 study from the company revealed that only 8% of consumers shop exclusively online, with 55% still shopping exclusively in-store and a further 37% using a combination of both.
Bauer Media argued that these statistics demonstrate the continued importance of outdoor and retail advertising in impacting the decision-making of consumers.
In a statement following the release of its January 2026 report, Bauer Media Outdoor UK said: “We believe retail media should be viewed through a broader lens. Online channels are important, but they are only one part of the shopper journey.
Supermarket digital out-of-home (DOOH) advertising allows brands to influence shoppers in real-world environments, reaching consumers at the point where brand preferences are reinforced and purchase decisions are still being made. Rather than competing with online budgets, supermarket advertising complements it.”
