Figure 7: Increasing consumer trust in the publisher environment goes hand in hand with increased advertiser site visitation
AOP’s ‘New Rules of Engagement’ study in 2010
identified and established the dimensions of site engagement that had the strongest relationship with consumers’ behaviour towards advertising.
The dominant dimension was determined to be trust
, and on that score original content sites were seen to perform well ahead of the other two categories, portals and social networking sites.
The objective from this baseline of understanding was then to understand more about the value this increased consumer trust provides for the advertiser
, a task which comScore undertook with AOP in the follow-up study ‘The Value of Trust’
. Download the Value of Trust whitepaperDownload Type: pdf
Download Size: 471k
. Summary of findings
The key findings from this project can be summarised as:
- There is a proven ‘trust multiplier effect’ from online display advertising, driving traffic to brands’ sites and leading to increased searches for advertisers’ brands.
- Higher levels of trust in original content sites equates to a higher degree of affinity and trust in the advertisers who appear in those environments.
- Advertising on original content sites is measurably more effective versus other online media in delivering on all levels of the purchase cycle from awareness to purchase.
Methodology and data sources used
- Users exposed to ads on original content sites are the most likely to visit the advertiser site and/or search for the advertiser brand compared to those users exposed in either portal or social network environments.
comScore evaluated seven online display advertising campaigns running in the UK during September 2011 from a variety of industry sectors including automotive, fashion retail, financial services, luxury goods and groceries. The evaluation centred on two streams of activity:
- Behavioural measurement: understanding whether digital ad exposure altered online behaviour
- Attitudinal measurement: understanding whether digital ad exposure shifted consumers’ mindsets
The focus of the research was to understand the extent to which the publisher environment in which the ad units were seen impacted consumer behaviour or caused attitudinal change. The publisher environments were defined as follows:
- Original content sites
- Portal sites
- Social networking sites
In light of the ever-increasing body of evidence about the value for advertisers that ad exposure in trusted environments can bring, it is vital that media planners consider consumer trust levels in each placement they use.
Original content sites continue to earn the highest levels of consumer trust versus other categories of online publisher, and consistently outperform those publisher categories in their ability to impact consumer attitudes and actions.
Post-campaign evaluation metrics should also reflect the level of trust in environment and brand, which we suggest is an additional valid metric for measuring campaign success and is currently largely ignored.
The next step for the industry is to consider how to factor trust levels into the media buying process in recognition of the differing value of those impressions based on the publisher environments into which they are served. Download the Value of Trust whitepaperDownload Type: pdf
Download Size: 471k - includes more results and statistics from the research. Members can download the full report. More research on online engagement from AOP member companies
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