OOH format’s long-established reputation and extensive physical presence in public spaces alone contribute to a perception of legitimacy and trustworthiness

Does advertising on Out-of-Home (OOH) lead to an increase in brand confidence?

As mentioned in a general OOH study in Malaysia, 93% of Malaysians feel more confident in familiar brands that advertise on OOH advertisements. There are many factors that contribute to this statement. Other than the brand’s consistent, clear and creative marketing strategies, the OOH format’s long-established reputation and extensive physical presence in public spaces alone contribute to a perception of legitimacy and trustworthiness.

For an industry that hinges on trust to manage uncertainty and mitigate risks such as the insurance industry, capitalising on the long-standing form of OOH advertising is crucial to building brand trust. This is especially critical now that the public is more aware of the need for early preparation after the uncertainty that follows the pandemic.

Even for well-known insurance brands that already enjoy flattering reputations, displaying their key messages in prominent OOH advertising locations will further elevate brand recognition and lead to positive reinforcement of brand credibility.

So, to answer the first question — advertising on OOH increases brand confidence, especially when coupled with a strong overall marketing strategy.