New research has found that out-of-home (OOH) is considered a trusted medium among the LGBTQIA+ community, and that there are opportunities for brands to reach LGBTQIA+ people through more authentic representation on the medium.
JCDecaux UK’s Reach initiative, which aims to promote the “inherent” inclusivity of the channel, collaborated with cultural network The Diversity Standards Collective to carry out the study, Understanding and Exploring LGBTQIA+ Attitudes Towards OOH.
It found that 88% of LGBTQIA+ people view OOH positively or neutrally, and 49% are more likely to purchase a product if a brand’s OOH ad has LGBTQIA+ representation.
In fact, a significant proportion (46%) say their perspective on an OOH ad depends on whether LGBTQIA+ representation feels authentic and consistent.
Based on the findings, the study recommended four action points for brands:
Firstly, they should actively engage LGBTQIA+ individuals in the campaign planning stage.
Secondly, brands should avoid stereotypes and focus on everyday settings.
Thirdly, it’s important to feature LGBTQIA+ individuals with intersecting identities.
Finally, brands should consider pretesting to ensure inclusive representation.
On that final recommendation, brands can now pre-test their advertising using JCDecaux’s Visual Impact Measurement tool.
“We want to help brands reach the LGBTQIA+ community via OOH, one of the most trusted ad mediums, by providing expert guidance on creative best practice and access to our best-in-class pre-testing and location-based targeting capabilities,” said Thanh Catachanas, programme lead at JCDecaux UK Reach.
In addition, through the partnership with The Diversity Standards Collective, advertisers can work with panels that offer access to a range of communities.
The qualitative research involved 250 members of the LGBTQIA+ community as well as a select number of those who work in the ad industry. Full results and recommendations are available in the Pride in Posters guide for brands.
Rich Miles, CEO and founder of The Diversity Standards Collective, said he hopes the Pride in Posters research “helps brands better advertise to their queer consumers and gives them the confidence to create campaigns that are not only authentic but also stand out and, most importantly, work.”
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