Kinetic surveyed 2,613 people across the FMCG and automotive sector to measure the impact of out-of-home (OOH) media compared to social media.
OOH, ads with inclusive themes have a greater effect than on-brand old-school ads, as per the report. Even though commercials didn't explicitly portray individual customers, purchase intent increased by 21% among 18- to 34-year-olds.
The impact of D&I-themed OOH advertising in city centres was more significant, despite OOH and social media ads eliciting no variation in reaction. 40% of people support inclusivity issues, and nearly half of 18- to 34-year-olds supported movements like Black Lives Matter (46%), MeToo (42%), and more.
Those that saw inclusive OOH ads agreed that the promoted brand was inclusive, authentic, high-quality, trustworthy, had durability, was market-leading and distinguishable. Jennie Roper, Kinetic's head of insight, says inclusive marketing "drives purchasing intent and unlocks the spending power".
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