The Value of Trust

The UK voice of Premium Digital Media

The Value of Trust

Why Environment matters

the ‘quality’ of touch points are becoming more important,

particularly in an increasing cluttered advertising environment

Data and Context

Twitter recognises context

Twitter is a bridge that connects other things

Twitter is a chat room and hash tags the channels

It starts with Engagement

“the level of involvement, interaction, intimacy,

and influence an individual has with a brand over time”

The Value of Environment

Engagement is the measure of good quality content

The Value of Content

Use relevant content to deliver a high value audience in a branded environment

It's what we do

A thought

Does engagement with a site environment enhance the value of advertising on that site?

The New Rules of Engagement

Content sites, Portals, Social Media

There are 5 Dimensions of Site

Engagement

TrustworthyI trust this website

Trustworthy

Reliable

Has good quality content

Always find what I’m looking for

A site for people like me

I would miss this site if no-

longer available

CommunityThe site makes me feel part of a community

I like reading comments left by other users

I talk to others about things I’ve seen or read on

this site

UniqueProvides information can’t get

elsewhere

Content is frequently updated

An essential source of

information

EntertainingEntertaining

Engaging

Interesting

Relevant

AuthoritativeOpinion Leader

Authoritative

The best source of news

Passionate

AOP Measures of ENGAGEMENT

Site engagement:(How audiences consume website

content)Dimensions determined by :-Reasons for visitingEmotional attachment

Actions taken on siteAttitudes towards site

Advertising engagement:

(How audiences react to advertising)

Drivers of advertising behaviour

determined by

Attitudes towards

advertising

Awareness of advertisingResponsiveness to

advertising

Brand perception

Content sites index strongly across the 5

dimensions of site engagement

Q14. Thinking particularly about <SITE 1> please tell us to what extent you agree or disagree with each statement.Base: All accessing internet at least once a week/visited site twice in last month (1340)

Trust Authoritative Unique Unique Trust Community

…&

Th

ree

dri

vers

of

Ad

vert

isin

g b

ehav

iou

r

ActionHave visited a brands website prompted by advertising seen on site

Searched for a brand prompted by advertising seen on site

Clicked on a link within advertising on the site

Bought a brand prompted by advertising seen on the site

More likely to notice advertising on the site

AwarenessI hear about new products or services from

this website

TrustTrust the advertising I see on this site

Trust the brands that advertise on this website

Site has advertising that is relevant to me

Content sites index strongly for

Advertising behaviours

Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)

Trust Trust Trust Action Awareness

The value of premium content

Trust – the key link

Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)

Of all sites that are perceived to have good

quality content, it is original content sites that

drive call to actions

Call to action by environment

Source: comScore Marketing Solutions“How strongly do you agree or disagree that the site shown and its content is trustworthy?

Source: comScore Marketing SolutionsHow strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”

Source: comScore Marketing Solutions

“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree or disagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites I use’?”

Source: comScore Marketing Solutions

“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree or disagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites I use’?”

Source: comScore Marketing Solutions

Source: comScore Marketing Solutions

Source: comScore Marketing Solutions

“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?

How interested are you in learning more about the products and services provided by this brand or its competitors?”

45%

32%

23%

45%

32%

23%

Source: comScore Marketing Solutions

“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?

How interested are you in learning more about the products and services provided by this brand or its competitors?”

45%

32%

23%

45%

32%

23%

Brand opinion highest amongst users exposed on Original Content Sites, with the highest proportion of users expressing ‘favourable’ or ‘very favourable’ opinions for 6 of the 7 brands studied.

Original Content Sites proven to be the best at driving likelihood to recommend, with an average ‘likely’ or ‘very likely’ score a full 12 percentage points higher than the nearest rival Portals.

Likelihood to buy advertised products is highest amongst users exposed on Original Content Sites, with the average ‘likely’ or ‘very likely’ score 7 percentage points higher than the next-best performing site environment.

Source: comScore Marketing Solutions

Source: comScore Marketing Solutions

Source: comScore Marketing Solutions

Search term usage

Source: comScore Marketing Solutions

Search term usage Site Visitation

every 10 index points of trust = 4.7% lift in site visitation

Source: comScore Marketing Solutions

There is a proven Trust Multiplier Effect for online advertising, driving traffic to brands’ sites.

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 funnel from awareness to purchase.

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.

Value of Trust Whitepaper

www.ukaop.org.uk

Next Projects

Content Partnerships – Strength of Voice

Next Projects

Premium Mobile – Trust and Brand Impact

“Mindshare welcomes the move towards greater mobile advertising effectiveness and accountability by publishers…This research will re-position premium publisher content at the heart of mobile advertising, demonstrating the effectiveness of placing quality brands in quality editorial environments to achieve optimum advertising results.”James Chandler, Head of Mobile, Mindshare

Thankyoutim.cain@ukaop.org.uk

www.ukaop.org.uk

@ukaop @timrcain