3. Faith in many of our
institutions is falling.
This is driving a need for
trust, epitomised by the
growing popularity of news
media.
A Key Observation
6. 2016: What drives
marketers’ selection
of media?
3
ENGAGEMENT
The target
audience
engages with the
ads
2
VALUE
Confident they
are getting what
they pay for
1TRUST
Ads are
trusted by the
target audience
What media do consumers trust most?
‘Positioning News Media’ - Mark Ritson, Associate Professor of Marketing,Melbourne Business School.
Online questionnaire conducted by Research Now , Sept. 2016. n = 260 advertisers
Studies into
consumer
trust in media
7. Benchmark
approach
In 2017 we asked 2863 Australians toscore 10
media
1
on an established ADTRUST MATRIX
2
Reliabilit
y
Usefulnes
s
Affect Willingnes
s to rely
on
+ + +
• Honest
• Truthful
• Credible
• Reliable
• Dependable
• Accurate
• Factual
• Complete
• Clear
• Valuable
• Good
• Useful
• Helps people
make the best
decisions
• Likeable
• Enjoyable
• Positive
• Willing to rely on ad-conveyed
information when making
purchase-related decisions
• Willing to make important
purchase-related decisions based
on ad-conveyed information
• Willing to consider the
ad-conveyed information when
making purchase-related
decisions
• Willing to recommend the
product
or service that I have seen in ads
to my friends or family
Then in 2018 after Cambridge Analytica
we spoke to another 1400 Australians3
1. Online questionnaire conducted by Galaxy Research (Jun17). n=2863 Population aged 18+ : n=1430 for each of the 10 key media types except Cinema n=807. Each characteristic asked on a scale of 1
to 7 where 1 is Strongly disagree and 7 is Strongly agree. 2. ADTRUST matrix was developed and validated by Hyeonjin Soh, Leonard N Reid and Karen Whitehill King (2009). Measuring Trust in
Advertising. In Journal of Advertising, Vol. 38, Issue 2, p83-104. 3. Galaxy Research (Apr18); n=1400 Population aged 18+ with all respondents asked for each of the 10 key media types.
8. Consumer trust
in content
Base: For Readers/Users of the respective media aged 18+ : Wave 1 Jun17 & Wave 2 Apr18 sample sizes : Search engines, TV, Social media n= 1196 to 988, Radio, Non-news websites, News websites, Outdoor, Mags, Metro, Cinema n=849
to 411. Other papers n=146 to 300. Wave 1 Jun17 showed that a single question was a strong predictor (R2 =0.94) of the Net AdTrust derived asking agreement on each of 20 characteristics:- Qn Thinking now about advertising, to what
extent do you agree or disagree that the information provided in advertising in < Media > is trustworthy? Jun17 and Apr18 now reported on asking the single question:- Qn And thinking about the information provided in news items,
articles, programs and other content. To what extent do you agree or disagree that the information provided in news items, articles, programs and other content in <Media> is trustworthy? Content trust was not asked for Outdoor or
Cinema. Asked on a scale Disagree 1 to Agree 7 : Net TRUST is Percentage answering 5,6,7 less Percentage answering 1,2,3 .
9. Consumer trust in
content & ads
Base: For Readers/Users of the respective media aged 18+ : Wave 1 Jun17 & Wave 2 Apr18 sample sizes : Search engines, TV, Social media n= 1196 to 988, Radio, Non-news websites, News websites, Outdoor, Mags, Metro, Cinema n=849
to 411. Other papers n=146 to 300. Wave 1 Jun17 showed that a single question was a strong predictor (R2 =0.94) of the Net AdTrust derived asking agreement on each of 20 characteristics:- Qn Thinking now about advertising, to what
extent do you agree or disagree that the information provided in advertising in < Media > is trustworthy? Jun17 and Apr18 now reported on asking the single question:- Qn And thinking about the information provided in news items,
articles, programs and other content. To what extent do you agree or disagree that the information provided in news items, articles, programs and other content in <Media> is trustworthy? Content trust was not asked for Outdoor or
Cinema. Asked on a scale Disagree 1 to Agree 7 : Net TRUST is Percentage answering 5,6,7 less Percentage answering 1,2,3 .
10. These findings were also echoed by Edelman's
2018 trust barometer study
Base: For Readers/Users of the respective media aged 18+ : Wave 1 Jun17 & Wave 2 Apr18 sample sizes : Search engines, TV, Social media n= 1196 to 988, Radio, Non-newswebsites, News websites, Outdoor, Mags,
Metro, Cinema n=849 to 411. Other papers n=146 to 300. Wave 1 Jun17 showed that a single question was a strong predictor (R2 =0.94) of the Net AdTrust derived asking agreement on each of 20 characteristics:-Qn
Thinking now about advertising, to what extent do you agree or disagree that the information provided in advertising in < Media > is trustworthy? Jun17 and Apr18 now reported on asking the single question:- Qn And thinking
about the information provided in news items, articles, programs and other content. To what extent do you agree or disagree that the information provided in news items, articles, programs and other content in <Media> is
trustworthy? Content trust was not asked for Outdoor or Cinema. Asked on a scale Disagree 1 to Agree 7 : Net TRUST is Percentage answering 5,6,7 less Percentage answering 1,2,3 .
Source: 2018 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each t ype of source for
general news and information? Please use a nine -point scale where one means that you “do not trust it at all” and nine means tha t you “trust it a great deal.”
(Top 4 Box, Trust), question asked of half of the sample. General population, 25 -market global total.
Journalism is an average of traditional media and online -only media. Platforms is an average of search engines and social media. 19
Percent trust in each source for general news
and information, 2012 to 2018
While Trust in Platforms Declines,
Trust in Journalism Rebounds
Platforms
-2
Journalism
+5
Average trust in search engines
and social media platforms
Average trust in traditional
and online-only media
54
52
54
51
56
54
59
53
50
53
54
54
53
51
2012 2013 2014 2015 2016 2017 2018
MEDIA | JOURNALISM | PLATFORMS
Trust in Retrospect
3
Rising Influence
of NGOs
2001
Business Must
Partner with
Government to
Regain Trust
2009
Fall of the
Celebrity CEO
2002
Earned Media
More Credible
Than
Advertising
2003
U.S.
Companies in
Europe Suffer
Trust Discount
2004
Trust
Shifts from
“Authorities”
to Peers
2005
“A Person Like
Me” Emerges
as Credible
Spokesperson
2006
Business More
Trusted Than
Government
and Media
2007
Young
Influencers
Have More Trust
in Business
2008
Trust is Now an
Essential Line
of Business
2010
Rise of
Authority
Figures
2011
Fall of
Government
2012
Crisis of
Leadership
2013
Business
to Lead
the Debate
for Change
2014
Trust is
Essential to
Innovation
2015
Growing
Inequality
of Trust
2016
Trust in Crisis
2017
The Battle
for Truth
2018
11.
12.
13. An opportunity for
news media brands to
monetise their
trustworthy assets.
An opportunity for
advertisers to
leverage the trust
created by news
media brands.
Trust
A Reciprocal Opportunity
15. Sales presentations built on
rationalising the benefits of
news media to advertisers.
The Norm
A creative, broadcast approach
based on demonstrating the
trust trickle effect.
A New
Approach
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
Before we studied the topic of trust, we engaged prominent marketing consultant – and academic – Prof. Mark Ritson to find out what media attributes were most important to advertisers.
The 3rd most important attribute was Engagement – that their target audience is engaging with their ads.
The 2nd most important attribute was that they – the advertiser – were confident they were getting what they pay for. And unlike some digital channels, we know that newspapers and news website publish real ads that are seen by real people.
But the most important driver that advertisers were looking for in their selection of media was that the ads are trusted by the target audience.
So in 2017 we undertook our initial AdTrust study.
This benchmark methodology utilized an existing academic framework to measure audience trust across media. We spoke to 2863 Australians about their trust in content and advertising across a range of channels.
Since our initial study, this survey has been replicated in 3 countries across Asia.
In April this year we spoke to an additional 1400 Australians about trust.
First, lets take a look at their users’ trust in the CONTENT of various channels
The orange bar is the 2017 result and the yellow bar is the 2018 result
NB only surveyed those channels with editorial or user-generated content. i.e. we exclude cinema and Outdoor from the ‘content’ question.
You can clearly see a dramatic rise (approx. 37%) in trust in content in printed newspapers.
Now, we compare users’ trust in the ADVERTISING they see in the various channels
The dark blue bar is the 2017 result and the light blue bar is the 2018 result
NB only surveyed those channels with editorial or user-generated content. i.e. we exclude cinema and Outdoor from the ‘content’ question.
Now, we compare users’ trust in the ADVERTISING they see in the various channels
The dark blue bar is the 2017 result and the light blue bar is the 2018 result
NB only surveyed those channels with editorial or user-generated content. i.e. we exclude cinema and Outdoor from the ‘content’ question.
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
In an era of fake news and digital deception, we believe that brands are judged by the company they keep.
We believe that businesses can be advantaged, or indeed disadvantaged, by the media that advertising appears in.
And a study, conducted by Galaxy Research, supports that belief.
If fact, it shows a 96% correlation between consumers’ trust in content, and their trust in the advertising that surrounds it.
There’s been a number of world events that has heightened the importance of trusted sources of information.
HERES A SHORT VIDEO TO SET THE SCENE
