Trust is key

The Works - - NEWS -

The in­creas­ingly com­plex world of ad­ver­tis­ing has never pro­vided so many op­por­tu­ni­ties to get it right – and get it wrong.

Con­cerns around dig­i­tal ad­ver­tis­ing are dom­i­nat­ing the think­ing of mar­keters and me­dia agen­cies cur­rently. The de­mand that ad­ver­tis­ers pay only for the ads that ap­pear on screen is at the cen­tre of in­dus­try de­bate and change.

Me­dia agen­cies, blighted by slim­ming mar­gins and in­creased work­loads, are on a de­ter­mined path to au­to­mate, or min­imise hu­man in­ter­ven­tion in sched­ul­ing cam­paigns while try­ing to ward off an emerg­ing client phi­los­o­phy that all this has be­come so sim­ple it can be done in-house by a cou­ple of peo­ple.

On the me­dia owner side, pub­lish­ers re­spond to th­ese chal­lenges by launch­ing or rein­vig­o­rat­ing con­tent and de­vel­op­ing their own pre­mium pro­gram­matic ex­changes to stem the tide of dol­lars flow­ing to­wards Face­book, Google Ads and pro­gram­matic place­ment in gen­eral.

Of­ten for­got­ten in this hurly­burly is the au­di­ence.

If their sen­si­bil­i­ties are ig­nored, then the im­pact of all those mar­ket­ing dol­lars tipped in to dig­i­tal, re­gard­less of how many blearyeyed in­ter­net users are reached, is sig­nif­i­cantly di­min­ished. Which is why the lat­est find­ings of the bi-an­nual Global Trust in Ad­ver­tis­ing Re­port (2015) by Nielsen has par­tic­u­larly salience in the cur­rent cli­mate.

All man­ner of dig­i­tal ad­ver­tis­ing is left eat­ing the dust of news­pa­pers, TV, ra­dio and mag­a­zines.

Some 58 per cent of Aus­tralians sur­veyed say they com­pletely or some­what trust ad­ver­tis­ing that they see in news­pa­pers. Sim­i­lar re­sults are achieved by TV (56%), mag­a­zines (53%) and ra­dio (51%).

It seems il­log­i­cal that the mar­ket has moved away from “tra­di­tional” me­dia with such speed when they con­tinue to hold the trust of their read­ers as an ad­ver­tis­ing medium.

For ad­ver­tis­ers, this would seem to be a high price to pay for ef­fi­cient buy­ing pro­cesses, or fash­ion­able so­cial me­dia strate­gies.

Re­spon­dents to the Nielsen sur­vey were twice as likely to trust an ad­ver­tise­ment in a news­pa­per as a mar­ket­ing mes­sage on a so­cial net­work­ing site.

Th­ese find­ings in­di­cate the views on the ef­fec­tive­ness of me­dia may sub­stan­tially dif­fer be­tween the av­er­age Joe and those who pro­fes­sion­ally pur­chase me­dia.

The News­pa­per Works com­mis­sioned Re­search Now to ask 500 in­di­vid­u­als which two me­dia chan­nels were most in­flu­en­tial and trusted, and then com­pared those re­sults with a sim­i­lar ques­tion that is part of a me­dia-i sur­vey con­ducted ev­ery six months with staff of me­dia agen­cies.

The find­ings high­lighted sub­stan­tial dif­fer­ences of opin­ion on the de­gree to which me­dia in­flu­enced, and was trusted by, so­ci­ety.

Tak­ing news­pa­pers, only 10 per cent of me­dia buy­ers con­sid­ered that sec­tor to be one of the two most in­flu­en­tial me­dia on so­ci­ety, com­pared with 27 per cent of the Re­search Now re­spon­dents.

The com­par­i­son found sig­nif­i­cant dis­par­ity on dig­i­tal ad­ver­tis­ing.

Some 82 per cent me­dia buy­ers said on­line had great in­flu­ence com­pared with 57 per cent of the gen­eral pub­lic, who were 2.7 times more likely to con­sider news­pa­pers one of the top two me­dia chan­nels for in­flu­enc­ing con­sumers.

The find­ings do not pro­vide an an­swer on what is the best me­dia chan­nel – be­cause, ob­vi­ously, there is no such thing as “the best”. Yet, they demon­strate a sig­nif­i­cant de­tach­ment be­tween how the pub­lic and me­dia buy­ers view news­pa­pers.

What is fash­ion­able, and what might be mea­sured, may not al­ways be the most ef­fec­tive in­vest­ment.

Even as Face­book counts its first $US5 bil­lion rev­enue quar­ter, and Google over­takes Ap­ple (if mo­men­tar­ily) as the world’s most valu­able com­pany, the gen­eral pub­lic is still say­ing that when it comes to trust and in­flu­ence, news­pa­pers and mag­a­zines have an im­por­tant role to play in so­ci­ety.

Mark Hol­lands

CEO, The News­pa­per Works

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.