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More research shows trusted news media brands lead to trusted ads

New research by IPG Mediabrands and Sanoma has added to the weight of evidence that demonstrates advertisements published in news media brands are trusted more.

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The findings of the neuro-marketing study closely align with results from the Galaxy Research AdTrust study, commissioned by NewsMediaWorks, which shows that newspapers – more than any other media – builds consumers’ trust in the content and creates a halo effect in generating greater trust in ads.

IPG Mediabrands wanted to examine the consumer trust in media and its impact on advertising in light of the Cambridge Analytica scandal.

The Dutch media agency showed almost 2400 respondents three brand advertisements across 11 different websites, measuring their unconscious brand associations. It found that when the ad is experienced in a reliable context, the positive effects on the brand preference are much stronger.

It found the number of served impressions was not the only driver for advertising impact.

According to the study, the effect on brand preference is more than 50 per cent stronger than with media platforms that are considered unreliable.

“When the ad’s context is experienced as reliable, the positive effects on brand preference are significantly stronger,” it said. “It does not matter whether respondents are by nature of good faith. The frequency of visiting a website does not have an effect either.”

The researchers recommended the perceived reliability of media brands be taken into account in media planning.

“A trusted media environment is therefore not only important for consumers, it’s also favourable for advertisers. Trust in the media brand has a positive effect on the advertising brands,“ said Sanoma’s Dennis Hoogervorst.

The latest findings from AdTrust 2018 found a majority of Australians trust Facebook significantly less than they did six months ago, after a growing awareness of the issues and scandals surrounding the platform.

Only 14 per cent of people surveyed stated they trusted the content contained in advertising on Facebook.

According to the 2018 Edelman Trust Barometer, trust in journalism for general news and information increased by 5 per cent in the past year – a seven-year high at 59 per cent.

Trust in platforms such as Google and Facebook fell by 2 per cent to 5 per cent.

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