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Why 4.5 Stars Beats 5: The Psychology of Review Trust

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How consumers interpret ratings and why perfection can actually hurt credibility Online reviews are now one of the most trusted forms of modern word-of-mouth. Research from Northwestern University’s Spiegel Research Center found that nearly 95% of shoppers read reviews before making a purchase. However, the data also revealed something surprising: a perfect five-star rating can actually reduce trust and lower the likelihood of a purchase. Consumers do not just want reassurance; they want realism. A 4.5-star average rating often earns more conversions than a flawless 5.0, as it feels authentic rather than manufactured. In this Friday Feature, Billboard Buzz explores the research behind review psychology, why consumers crave imperfection, and how businesses can use this insight to build credibility and drive conversions. Why reviews matter more than ever Digital-first shopping has made user-generated feedback central to purchase decisions. Shoppers rely on social pr...
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OOH Sports Event Marketing Research: What the Harris Poll Reveals About Fan Behavior and Brand Impact

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Summary of what the study says and why it matters now The latest Harris Poll research, commissioned by the Out of Home Advertising Association of America (OAAA), confirms that sports fans notice out‑of‑home ads, engage with them, and spend money because of them. Nearly six in ten U.S. adults recall seeing an OOH ad for a major sporting event, and of those, nine in ten took action, from watching games to searching for tickets and posting on social media. Among fans who attended a game after seeing an OOH ad, 99% spent money locally, with two-thirds reporting a significant spend. These findings give marketers clear proof that billboards and digital OOH drive awareness, action, and economic impact during sports moments. MediaPost OAAA PDF This post distills the top insights from the Harris Poll work. It translates them into practical steps for sports marketers, sponsors, and local businesses planning campaigns around games, tournaments, and citywide sporting events. Key ...
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The Role of Holiday Billboards in Building Customer Trust and Visibility

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Why seasonal billboard messaging earns attention and credibility Holidays shape how people travel, shop, and spend their time. When businesses acknowledge shared moments on billboards, they appear where community life unfolds. Seasonal out-of-home campaigns can grow brand visibility, improve recall, and signal reliability. Multiple industry studies support the effect. Nielsen’s Out of Home Advertising Study found strong engagement with roadside billboards and intent to act after viewing. The Out of Home Advertising Association of America reported continued revenue growth for the channel, including digital out-of-home, which points to sustained advertiser confidence. Holiday retail activity also concentrates spending in November and December, making timely visibility more valuable for brands that need to earn consideration quickly. How holiday billboards strengthen customer trust Trust grows when a brand consistently shows up, on time, and in tune with community rhythms...
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Why Local Businesses Should Sync Google Ads and Billboard Messaging

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How aligned messaging improves recall, search, and conversions Local campaigns perform best when every ad tells the same story. When billboards and Google Ads share the exact keywords, offers, and call-to-action, the audience connects more quickly. This creates familiarity and drives measurable action. In markets like Tulsa and Oklahoma City, people see local boards daily and then search online when they need a service. Aligning those two touchpoints converts awareness into intent. Billboards build memory. Google Ads captures that intent. If the wording matches, users click more often, bounce less frequently, and convert at a higher rate. This reduces wasted spend and amplifies ROI. The guide below explains how message alignment strengthens every stage of your funnel, how to structure it, and which metrics show it is working. What message alignment really means Message alignment is not just about similar wording. It is a unified strategy across creative, copy, targ...
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Billboards and Voice Search

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How voice search is changing local discovery Voice search is no longer a novelty. It is how many people find what they need without ever looking at a screen. In homes, cars, and on phones, voice assistants have replaced typed searches for quick, local decisions like “find an HVAC repair near me” or “best burger in Tulsa.” For local brands across the Tulsa and Oklahoma City metro areas, this change matters. Out-of-home advertising builds the physical presence that digital assistants recognize as credible. When a business shows up consistently across billboards and search platforms, it strengthens both visibility and trust. To understand the foundation of this connection, review Improve SEO on Your Website with Billboards . Billboards feed the signals voice assistants rely on Voice search depends on structured data, business listings, and brand familiarity. Each of these elements is influenced by awareness. A strong billboard campaign makes a name more recognizable, ...
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