Premium Perceptions: the Power of Signals
How premium large format and iconic DOOH sites boost a stronger brand relationship with audiences through confidence, quality and success signals.
Iconic DOOH improves brand perception and customer confidence
We’re always looking for new ways to measure the effect of utilising premium large format DOOH within media plans – sites that form the core of our portfolio and are true differentiators from the wider OOH market.
Previous work on media signalling across nine channels showed how media channel choice informs how much audiences trust the claims brands make. This in turn affects how the public perceives product and service quality, a brand’s confidence in itself and its financial means.
In our 2026 research with Everyday People, we overlaid both premium large format DOOH sites and ‘iconic’ locations, including but not limited to Piccadilly Lights and BFI IMAX, into this concept.
Key takeaways
1.
Reach is important, but attention and signal strength power brand perception and trust.
2.
Iconic OOH formats are almost unrivalled in delivering signal power across all media channels.
3.
Cost perception is intrinsically linked to trust.
Fitness signals
Financial strength
How would you rate the financial strength of the company?
Confidence in the product
How confident do you think the company is in their product?
Quality
How would you rate the quality of the company/product?
Social signals
Social acceptance
The belief that the brand will become very well known.
Common knowledge
The fact that this brand can afford to advertise here shows a lot of people will purchase from this brand.
Brand success
The belief that the brand will become very successful.
Key findings
Fitness
Large format DOOH delivered +50% signals vs standard OOH.
Iconic locations saw +88%.
Social
Large format DOOH delivered +23% signals vs standard OOH.
Iconic locations saw +37%.
Download Premium large format full motion superseded TV on
two of the six signals tested.
Iconic superseded TV on six signals.
Ocean premium and iconic
+71% in quality perception of the brand.
+91% in financial strength.
+21% in confidence towards the brand.
See it for yourself
Request a meeting with Steve Bernard, our Head of Insight to see the full study.
