Digital Billboards vs Social Ads: Who Wins for Trust and Recall?

Many brands are throwing piles of cash at social ads these days. And sure, they’re quick, they’re targeted, and they’re everywhere. But do they actually build trust? Do they stick in people’s heads once they close the app?

That’s what we’re digging into in this article. It’s a no nonsense look at how digital billboard advertising stacks up against social media ads when it comes to trust and recall. Because while one might get heaps of clicks, the other might be the reason someone feels convinced enough to buy.

At Shout Media, we’ve been in the thick of this for years. We give brands access to over 80 big digital billboards across 14 regions in New Zealand, from busy Auckland streets to key spots in Wellington and Christchurch.

Let’s see who really wins in building trust and making sure people remember a brand long after they’ve seen it.

Why trust matters in advertising

Most people don’t buy from a brand they don’t trust. It's as simple as that. They might try it once if it’s cheap or trending. But trust is what keeps them coming back. It’s also what makes them more likely to pick your brand over a competitor’s, even if it comes at a higher cost.

A clever tagline alone is not enough to build trust. Trust is built when someone sees a brand over and over, in places that feel real. The global BrandZ study by Kantar found brand visibility to be one of the biggest drivers of trust. This proved especially true when ads showed up where people expected to see them. That’s why where you run an ad matters just as much as what the ad says.

It’s the difference between spotting a brand on a massive LED billboard in the middle of town and seeing yet another sponsored post squeezed between cat videos. One feels established and serious. The other’s just part of the scroll.

LED billboards: trust and recall in the real world

There’s a reason digital billboards are still going strong. They’re big, public, and out there in the real world where people live their day-to-day. You can’t scroll past a billboard on the motorway or swipe it away at the lights. It’s there. And thousands see it every day.

This repeated exposure is huge. If someone drives the same route to work or walks through the same busy street, they’ll see that LED billboard over and over. Even if they’re not staring straight at it, the message is still sinking in. That’s how familiarity builds. And familiar brands feel safer to buy.

LED billboards also let brands rotate different ads through the day. One moment it might be a new product, the next it’s a seasonal deal, all under the same brand. It keeps things fresh but still builds that comfort factor.

Social ads: fast reach, but low trust?

Social ads are everywhere. And for good reason. They’re quick to set up, cheap to test, and you can target by age, interest, or postcode in minutes. That’s why so many brands pump money into them. They're foolproof when it comes to getting instant reach.

But trust? That’s where social lags. People know when they’re being sold to. They see the word 'sponsored,' and half the time they scroll past without a second thought. Then there’s the ad overload. It’s hard for anything to stand out, let alone stick.

That's not to say that social ads are pointless. They’re fantastic for reach, quick offers, or reminding someone who’s already been to your website. Smart businesses usually do both. They mix the scale of social with the trust of outdoor digital billboards, so they cover all bases.

Digital Billboard Advertising in NZ

When it comes to trust and recall, there's no denying that digital billboard advertising still has the edge. Seeing a brand out in the real world, on a massive LED screen, does something no phone screen can. It feels solid and permanent. People spot it day after day, without even trying. That’s what builds real familiarity and comfort.

Studies back this up. Nielsen’s global data shows out-of-home ads have nearly double the unaided recall of social ads. It sticks because people see it while going about their normal routine. That kind of repeat sight is why shoppers remember the brand later when it’s time to choose.

Of course, none of this means social is a waste. It’s unbeatable for quick reach and tight targeting. But digital billboard advertising often does the heavy lifting when it comes to trust and memory.

We work with several amazing regional billboard companies providing access to over 80 large format digital billboards across 14 regions nationwide. Our footprint includes a great selection of hard to reach regional locations alongside key landmark urban sites. And we take care of everything, from mapping the best sites to loading creative that can rotate through the day. Keen to see how LED billboard advertising could work for your brand? Contact us today!