tim cain - value of trust
TRANSCRIPT
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The Value of Trust
The UK voice of Premium Digital Media
The Value of Trust
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Why Environment matters
the ‘quality’ of touch points are becoming more important,
particularly in an increasing cluttered advertising environment
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Data and Context
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Twitter recognises context
Twitter is a bridge that connects other things
Twitter is a chat room and hash tags the channels
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It starts with Engagement
“the level of involvement, interaction, intimacy,
and influence an individual has with a brand over time”
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The Value of Environment
Engagement is the measure of good quality content
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The Value of Content
Use relevant content to deliver a high value audience in a branded environment
It's what we do
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A thought
Does engagement with a site environment enhance the value of advertising on that site?
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The New Rules of Engagement
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Content sites, Portals, Social Media
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There are 5 Dimensions of Site
Engagement
TrustworthyI trust this website
Trustworthy
Reliable
Has good quality content
Always find what I’m looking for
A site for people like me
I would miss this site if no-
longer available
CommunityThe site makes me feel part of a community
I like reading comments left by other users
I talk to others about things I’ve seen or read on
this site
UniqueProvides information can’t get
elsewhere
Content is frequently updated
An essential source of
information
EntertainingEntertaining
Engaging
Interesting
Relevant
AuthoritativeOpinion Leader
Authoritative
The best source of news
Passionate
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AOP Measures of ENGAGEMENT
Site engagement:(How audiences consume website
content)Dimensions determined by :-Reasons for visitingEmotional attachment
Actions taken on siteAttitudes towards site
Advertising engagement:
(How audiences react to advertising)
Drivers of advertising behaviour
determined by
Attitudes towards
advertising
Awareness of advertisingResponsiveness to
advertising
Brand perception
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Content sites index strongly across the 5
dimensions of site engagement
Q14. Thinking particularly about <SITE 1> please tell us to what extent you agree or disagree with each statement.Base: All accessing internet at least once a week/visited site twice in last month (1340)
Trust Authoritative Unique Unique Trust Community
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…&
Th
ree
dri
vers
of
Ad
vert
isin
g b
ehav
iou
r
ActionHave visited a brands website prompted by advertising seen on site
Searched for a brand prompted by advertising seen on site
Clicked on a link within advertising on the site
Bought a brand prompted by advertising seen on the site
More likely to notice advertising on the site
AwarenessI hear about new products or services from
this website
TrustTrust the advertising I see on this site
Trust the brands that advertise on this website
Site has advertising that is relevant to me
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Content sites index strongly for
Advertising behaviours
Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)
Trust Trust Trust Action Awareness
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The value of premium content
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Trust – the key link
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Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)
Of all sites that are perceived to have good
quality content, it is original content sites that
drive call to actions
Call to action by environment
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Source: comScore Marketing Solutions“How strongly do you agree or disagree that the site shown and its content is trustworthy?
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Source: comScore Marketing SolutionsHow strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”
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Source: comScore Marketing Solutions
“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree or disagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites I use’?”
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Source: comScore Marketing Solutions
“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree or disagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites I use’?”
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Source: comScore Marketing Solutions
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Source: comScore Marketing Solutions
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Source: comScore Marketing Solutions
“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?
How interested are you in learning more about the products and services provided by this brand or its competitors?”
45%
32%
23%
45%
32%
23%
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Source: comScore Marketing Solutions
“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?
How interested are you in learning more about the products and services provided by this brand or its competitors?”
45%
32%
23%
45%
32%
23%
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Brand opinion highest amongst users exposed on Original Content Sites, with the highest proportion of users expressing ‘favourable’ or ‘very favourable’ opinions for 6 of the 7 brands studied.
Original Content Sites proven to be the best at driving likelihood to recommend, with an average ‘likely’ or ‘very likely’ score a full 12 percentage points higher than the nearest rival Portals.
Likelihood to buy advertised products is highest amongst users exposed on Original Content Sites, with the average ‘likely’ or ‘very likely’ score 7 percentage points higher than the next-best performing site environment.
Source: comScore Marketing Solutions
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Source: comScore Marketing Solutions
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Source: comScore Marketing Solutions
Search term usage
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Source: comScore Marketing Solutions
Search term usage Site Visitation
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every 10 index points of trust = 4.7% lift in site visitation
Source: comScore Marketing Solutions
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There is a proven Trust Multiplier Effect for online advertising, driving traffic to brands’ sites.
Higher levels of trust in Original Content Sites equates to a higher degree of affinity and trust in the advertisers who appear in those environments.
Advertising on Original Content Sites is measurably more effective versus other online media in delivering on all levels of the purchase funnel from awareness to purchase.
Users exposed to ads on Original Content Sites are the most likely to visit the advertiser site and/or search for the advertiser brand compared to those users exposed in either portal or social network environments.
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Value of Trust Whitepaper
www.ukaop.org.uk
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Next Projects
Content Partnerships – Strength of Voice
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Next Projects
Premium Mobile – Trust and Brand Impact
“Mindshare welcomes the move towards greater mobile advertising effectiveness and accountability by publishers…This research will re-position premium publisher content at the heart of mobile advertising, demonstrating the effectiveness of placing quality brands in quality editorial environments to achieve optimum advertising results.”James Chandler, Head of Mobile, Mindshare