Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
The most credible advertising comes straight from the people we know and trust. For that reason, it should come as no surprise that 74% of Belgian respondents say they completely or somewhat trust the recommendations of friends and family.
Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising effectiveness.
From TVs to tablets and digital to smartphones, technology is reshaping the way consumers engage with video and, in turn, how media and advertising companies do business. While the online and TV video ad markets will remain separate for the time being, the movement toward integration is real and accelerating.