Multi-platform research

Insight and analysis into the roles of multi-platform newsbrands in delivering effective advertising.

The importance of a trusted environment for online advertising

Newsworks compiled studies from the AOP, the IAB and the Reuters Institute which show the vital role a trusted environment plays in online advertising.

This presentation looks at the importance of environment for online advertisers, focusing on how advertising on sites that consumers know and trust can make a significant difference to the effectiveness of online campaigns.

Studies from the AOP, the IAB and the Reuters Institute prove just how important environment is and how newsbrands offer advertisers some of the most trusted – and therefore most effective – online environments.

Key findings

  • 62% of people trust original content sites (newsbrands), which is almost twice the number who trust social media sites (32%)
  • 45% of people trust advertisers and brands on original content sites, compared to 23% who trust them on social networks
  • Advertising on original content sites saw a 379% increase in online sales versus social networks
  • Newsbrand and specialist sites showed significantly above average results for increasing brand awareness, brand perception, brand favourability and purchase intent

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