Author: Simon Leslie, Joint CEO
A new study shows that trust is now the key metric for media buyers
New research has just found that three out of four advertising executives say that "trust-related attributes" are the #1 key factor when deciding on how to allocate their ad budgets to media.
In March 2019*, more than 200 advertising executives (40% in-house marketers and 60% ad agency) overwhelmingly stated that trust plays a major part in advertising, technology and media-buying decisions.
From my standpoint, trust is both far-reaching and multi-layered. Not only must advertisers have trust in the media they are using but the wider industry also has to be seen as trustworthy. Gone are the days where all the main TV networks and upmarket newspapers are respected and dependable; so smarter choices need to be taken in today’s world.
A changing landscape
The growth and resulting dilution of the media landscape in the last 20 years has removed certainty. Every brand today needs to now take a fresh look and a deeper dive into what advertising placements to choose from.
Sure, trusting is hard; but knowing who to trust, well that's even harder. So how do we move forward? To make this all clearer, I urge you to just take a step back before you purchase media today and tap into your 6th sense, using this straightforward “checklist of truth”.
Ask yourself the following:
- Are your adverts guaranteed to be in front of real people?
- Do those people have money?
- Do you have their attention?
- Do you know if your brand will be placed in a positive or a negative media space?
- Is the chosen outlet established and dependable?
- Will your advert be in good company, both editorially and alongside other brands?
If your answer is “no” to any one of these questions, stop and listen to what I’m about to tell you.
You have the desire to build a brand, and that comes with a huge responsibility.
The digital-only platforms of the last eight or nine years have now proven themselves unable to carry the weight of that responsibility and trust.
So, let me help you reframe this for today’s market.
We at Ink are in the business of moulding our digital, video, print and smart targeted advertising options into tailor-made solutions for you. We have a captive audience of one billion real people at our fingertips – real passengers in seats, not bots.
Our award-winning media is positive 365 days a year. The travel brands that we partner with are completely trusted by hundreds of millions of people each time they fly or get on a train, and we deliver only positive answers.
25 years’ experience
I have been in the advertising business for 25 years and I really believe that trust starts with truth and ends with truth. So, pick up the phone and talk to me openly and personally about your company’s challenges and I will honesty help you grow that brand.
Trust me, trust is timeless.
* Research carried out by Advertiser Perceptions, a leading advertising industry authority.