Approximately 70% of OOH Advertising Viewers Take Action: Survey Results on 'The Impact of OOH Advertising on Trust and Purchase Intent' Released

Gondola Inc. (Chiyoda-ku, Tokyo; Keiji Furue, President and Representative Director) is pleased to announce the release of survey results regarding 'Impressions of Outdoor Advertising and Its Impact on Behavior,' conducted among 363 men and women in their 20s to 50s, now available on our marketing media platform, 'LIFT.' In the increasingly competitive digital marketing market, many companies are facing the 'saturation of web advertising.' While brand awareness and purchase promotion generally require multiple touchpoints, web advertising creates a 'frequency dilemma' where even a small number of exposures can cause psychological burden and user resistance toward ads. Therefore, we investigated consumer impressions of OOH (Out-of-Home) advertising and its subsequent impact on behavior. We have analyzed the importance of combining OOH with web advertising and have published the survey results and our insights. ▼ [Original Survey] Encountering OOH, Targeting with Web Ads! New Era Strategies to Eliminate 'Ad Stress' https://www.gon-dola.com/lift/marketing-general/10296/ ■ Survey Topics The detailed report of this survey delves into the following points: ・Frequency of contact with OOH in daily life ・The reality of memory retention from OOH ・Differences in the 'authority-building' effects between web ads and OOH ・The impact of OOH on search and purchase behavior ■ Survey Highlights ・56.7% of respondents see OOH ads daily, proving that 'natural contact' with low psychological burden is being achieved. ・When viewing ads for the same product or service, those who answered that 'OOH ads are more trustworthy' (27.0%) were approximately 1.5 times more numerous than those who felt the same about web ads (18.5%).