Importance of environment for online advertising

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A collection of studies from the AOP, the IAB and the Reuters Institute showing the importance of environment and trust for online advertisers.

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  • We hear a lot about how the national press is not trusted. The diverse nature of newspapers in this country means that it is easy to take a swipe at titles with a different political point of view, or a different take on news content. However, newspapers are in fact one of the most trusted and influential environments – and this translates into the digital arena. Whilst on average 60% said they trusted the news content of UK newspaper websites, only 7% actively distrust newspaper sites. And when it comes to the newspaper you most regularly use, 78% of online newspaper readers find their chosen title trustworthy. This is vital, since trust is more important for online newspaper readers – 86% tend to access news from sites they know and trust – compared with 77% of the overall sample. And they are much more likely to go to a branded news site, mobile site or app too find news in the first instance than use a search engine or social media.Readers of online quality brands are likely to trust their regular newspaper most (83%), followed by readers of an online popular title (78%).
  • Importance of environment for online advertising

    1. 1. The importance of environment for online advertising 1
    2. 2. • Newsbrands online sites are highly trusted by digital users – Original content sites (newsbrands) are considered trustworthy by 62% compared with 32% trusting social network sites. (AOP ) – Reuters Institute Digital News Report 2013 shows 60% trust digital newsbrands, rising to 78% trusting the site they read most often (on a par with broadcaster sites such as BBC) • Higher trust in sites = higher trust in advertisers on that site (AOP) • Higher trust in sites = more effective advertising – Advertising on newsbrand (original content) sites is measurably more effective than other online media in delivering on all levels of the purchase journey from awareness to purchase (AOP) • Higher trust in sites = more consumer actions – Ads on newsbrand (original content) sites encourage more visits to the advertiser site and/or searches for the advertiser brand than ads on portal or social network environments (AOP) 2 Trusted and relevant online environment translates into better ad performance
    3. 3. 79% 78% 60% 21% 11% 9% 8% UK broadcaster sites Newspaper website you use most regularly* UK newspaper sites News providers outside UK News related blogs Twitter Facebook Newspaper brands are highly trusted in the digital environment, especially among readers of the brand Source: Reuters Institute Digital News Report analysis 2013 Q UK9A. Thinking about the types of sites, mobile sites or apps where you get news online, how trustworthy do you find the news content of the following? % answering very/quite trustworthy. Base: 2078 UK internet users interested in news/752 online newspaper readers *Base = online newspaper readers
    4. 4. 77% 16% 86% 13% 89% 12% I tend to access news from sites that I know and trust I don’t really notice which sites I am using, I just look at the news that interests me UK average Online newspapers Print + online newspapers Known and trusted newsbrands provide strong motivation for multiplatform users Source: Reuters Institute Digital News Report analysis 2013 Q9 Thinking about the different kind of news available to you online… To what extent do you agree or disagree with each of the following statements - % agreeing. Base: 2078 UK internet users interested in news/752 online newspaper readers, 476 reading both print and online
    5. 5. 34% 24% 18% 17% 50% 26% 27% 26% 50% 29% 24% 23% 44% 26% 26% 26% Directly via a branded news website, mobile site or app General search engine like Google or Bing Alerted by friends, colleagues or family Social network like Facebook or Twitter UK average Online - Quality Online - Midmarket Online - Popular Brands provide the main gateway to news, especially for digital newspaper readers Source: Reuters Institute Digital News Report analysis 2013 Q10.Thinking about how you FIND news online, which are the main ways that you come across news stories? (Please choose up to five) Base: 2078 UK internet users interested in news/752 online newspaper readers, 353 quality, 338 midmarket, 151 popular
    6. 6. 6 AOP research shows the increased trust associated with newsbrand (original content) sites Source: Association Of Online Publishers: The value of trust “How strongly do you agree or disagree that the site shown and its content is trustworthy?”
    7. 7. 7 As a result advertisers on those sites are also more trusted Source: Association Of Online Publishers: The value of trust “How strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”
    8. 8. 8 ...and advertising responses for newsbrand (original content) sites are stronger at all stages of the purchase funnel Source: comScore Marketing Solutions
    9. 9. 9 People exposed to ads on newsbrand (original content) sites are more likely to visit advertisers website For advertisers in this study, each 10 index points of trust in the environments within which the ads appeared was equivalent to a 4.7% lift in site visitation versus a similar set of unexposed consumers.
    10. 10. 10 IAB case study for VW Play campaign also shows the impact of the newsbrand environment
    11. 11. 11 • Newspaper & Specialist Sites – Online newspaper sites – Specialist automotive sites • General sites – Social Media Video Content – Pure play digital publishers – Sites booked through DSP Results split Newspaper & Specialist sites from General sites
    12. 12. 12 Brand awareness doubled on newspaper and specialist sites vs control group 14% 22% 28% Brand Awareness Control Group All Sites Newspaper & specialist sites Source: IAB Building Brands Online – Formats and Environment: VW
    13. 13. 13 Brand perception is boosted by advertising on newspaper and specialist sites 21% 26% 32% Brand Perception Control Group All Sites Newspaper & specialist sites Source: IAB Building Brands Online – Formats and Environment: VW
    14. 14. 14 Brand favorability is more than doubled by advertising on newspaper and specialist content sites 11% 14% 23% Brand Favourability Control Group All Sites Newspaper & specialist sites Source: IAB Building Brands Online – Formats and Environment: VW
    15. 15. 15 People are more likely to purchase having seen the ads in a newspaper/specialist sites 11% 12% 14% Purchase Intent Control Group All Sites Newspaper & specialist sites Source: IAB Building Brands Online – Formats and Environment: VW
    16. 16. 16 Newsbrand and specialist sites outperformed advertising on other sites Metric Newsbrand & Specialist All Sites Brand Awareness + 14 points +6 points Brand Perception + 11 points + 5 points Brand Favourability +12 points + 3 points Purchase Intent + 3 points +1 point Source: IAB Building Brands Online – Formats and Environment: VW
    17. 17. Appendix – Research methods
    18. 18. • Objective: reaffirm the importance of site trust & prove that strong correlation between brand & site drives desired advertiser action • The study assessed 3 groups of sites: – Original Content Sites | Portals | Social Networks • Survey of 2,009 UK online consumers, broken down into the 3 site groups: – Original Content Sites | Portals | Social Networks 1,020 503 486 • comScore tracking identified online success indicators per campaign (e.g. brand site visitation, brand search term usage, etc.) and compared exposed versus matched control group behaviour for up to 4 weeks after first exposure. Value of Trust research overview AOP/comScore, with partner agency SSI
    19. 19. • A previous AOP 2010 study – "New Rules of Engagement" proved that the key dimensions for site engagement were: – Trustworthy – Authoritative – Community – Unique – Entertaining • The key drivers for advertising behaviour were: – Trust – Action – Awareness • The study found that the strongest correlation between site engagement and advertising behaviour was trust. Value of Trust research overview AOP/comScore, with partner agency SSI
    20. 20. • Research was conducted by Gfk for the IAB • Conducted from 22nd February to 25th April – using Control & Exposed • Sample consisted of 1,256 people, 258 in the control & 998 exposed • 99 million impressions reached 23% of the online population – 7.6 times each • Online Media Plan – Specialist Auto Sites, Online Newspapers, Pure Play Digital Publishers, Social Media (Video content & community) & sites booked through DSP* 20 Building Brands Online IAB research and campaign details *Demand Side Platforms allow advertisers to buy audiences rather than specific website ad placement through real time bidding

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