Consumers’ trust in advertisers is on the rise, according to a recent study by the Advertising Association and Credos. The study, titled “Advertising Pays 8,” found that trust in advertisers has increased by 6% since 2018, reaching its highest level in five years. This is good news for marketers, as trust is a crucial factor in determining the success of any advertising campaign. The study also revealed that 62% of consumers trust advertising, while 60% believe that advertising is necessary to keep the internet free.
One of the key reasons behind the increase in trust is the rise of targeted advertising, which has become more personalized and relevant to consumers. The study found that 51% of consumers prefer ads that are tailored to their interests and preferences. This shift towards more targeted advertising has helped improve the overall perception of advertising among consumers. Additionally, the study highlighted the importance of transparency in advertising, with 69% of consumers stating that they trust brands more when they are transparent about how their data is being used.
Another factor driving the increase in trust is the role of advertising in promoting social causes. The study found that 69% of consumers believe that brands should take a stand on social issues, with 64% saying that they are more likely to trust a brand that supports a cause they care about. This suggests that consumers are increasingly looking for brands that are more than just profit-driven, but also have a positive impact on society.
The study also identified a growing trust in online advertising, with 61% of consumers saying that they trust online ads. This is in part due to a growing understanding of how online ads work, as well as improvements in targeting and relevance. Additionally, the rise of influencer marketing has helped to humanize online advertising, with 51% of consumers saying that they trust influencers more than traditional celebrities.
Despite these positive trends, the study also highlighted areas where trust in advertising remains low. For example, only 36% of consumers trust advertising on social media, while just 29% trust ads on websites. This suggests that there is still work to be done in these areas to improve trust levels among consumers. Additionally, the study found that 47% of consumers believe that advertising portrays unrealistic body images, highlighting the need for greater diversity and authenticity in advertising.
Overall, the study’s findings suggest that trust in advertising is on the rise, thanks to factors such as targeted advertising, transparency, and brands’ support for social causes. However, there is still room for improvement in certain areas, such as social media advertising and the portrayal of body images. Marketers should continue to focus on building trust with consumers through relevant, transparent, and socially responsible advertising campaigns. By doing so, they can ensure that consumers continue to see advertising as a valuable and trustworthy source of information.
