The push for proof

Out-of-home (OOH) media operates in people’s days where decisions need to be made and where they’re motivated to make them. Good vendors have understood the audience for years. In 2018, we can develop a deeper understanding than ever of where they are, what they are thinking and what they are doing. They need to make decisions and be informed with clear and confident messaging. In this environment, they are hungry for truth. In a recent study, we explored how changing values are affecting what the Australian population wants from brands. An emerging theme was uncertainty. Australians want to believe in truth and their most valued traits were honesty and knowledge. We are losing trust in the media, the institutions, even the Australian cricket team!