The research, carried out by Future Foundation on behalf of FEPE International, revealed that 28% of consumers find television advertising 'most trustworthy', followed by 24% for OOH and 22% for press. Conversely, just 3% find online advertising the most trustworthy medium.
When asked which types of advertising are the most memorable, 46% of the 1,000 respondents from the UK, Germany, Spain, Turkey, Brazil and South Africa, voted for TV, 34% OOH and 7% press. Similarly, online scored a low 4%.
The research also revealed that half of urban consumers agree with the statement, 'I like it when I see advertisements for products I already own,' increasing to 54% for those aged 18-34.
The 'post-purchase reassurance' effect was particularly marked in technology products, which the report says highlights that OOH is a "trusted ad medium."
Commenting on the research, FEPE International's executive director, John Ellery, said: "We're all aware of the power of TV and the growth of online advertising. But this major research study shows that out-of-home is a major force in the digital age as it is so highly valued by consumers.
"The growth of digital outdoor and NFC technology that allows consumers to interact with digital posters will only accelerate this trend."
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