Audiences trust live DOOH as much as, if not more than, traditional media channels and younger consumers especially are keen to see more live broadcast content such as entertainment, news and sport, according to a new survey.

Conducted by YouGov on behalf of Ocean Outdoor, more than 2,000 GB adults took part in an online study examining attitudes to broadcast content carried across the media owner’s portfolio of city centre and roadside screens in 12 leading UK cities.

In addition to widespread levels of trust – 71% of 35-54 year-olds agreed they have the same level of trust in live DOOH as in online and traditional media channels; the figure stood at 63% of 25-34 year-olds and 49% of 18 to 24 year-olds – the study identified an appetite for more live content.

Young people are the most enthusiastic: 49% of 18 to 24-year-olds say they are interested in seeing more live content on DOOH screens, closely followed by 44% of 25 to 34-year-olds and 37% 35 to 44-year-olds.

And, crucially, one in four of 18-24 year-olds indicated that they are more likely to engage with DOOH ads when partnered with live content

Further, just over one in 10 (11%) of all respondents said they would like to see more dynamic and interactive advertising.

“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,” said Ocean Outdoor UK joint-managing director Phil Hall, as he claimed to be “delivering the sort of content that discerning, younger audiences want to see”.

It turns out that such content isn’t very different from what older audiences might typically want: breaking news was the most popular form of live content for all respondents (77%), followed by weather updates (72%) and live transport updates (66%).

Four in ten (38%) liked to see film and TV trailers, with live sports (27%) and music related content (21%) also proving popular.

Sourced from Ocean Outdoor