2. The Value of Trust
The UK voice of
Premium Digital Media
The Value of Trust

4. Why Environment matters
the ‘quality’ of touch points are becoming more important,
particularly in an increasing cluttered advertising environment

5. Data and Context

6. Twitter recognises context
Twitter is a bridge that connects other things
Twitter is a chat room and hash tags the channels

7. It starts with Engagement
“the level of involvement, interaction,
intimacy,
and influence
an individual has with a brand over time”

8. The Value of Environment
Engagement is the measure of good
quality content

9. The Value of Content
Use relevant content to deliver a high value
audience in a branded environment
It's what we do

10. A thought
Does engagement with a site
environment enhance the value of
advertising on that site?

11. The New Rules of Engagement

12. Content sites, Portals, Social Media

13. There are 5 Dimensions of
Site Engagement
Trustworthy
I 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
Community
The 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
Unique
Provides information can’t get
elsewhere
Content is frequently updated
An essential source of
information
Entertaining
Entertaining
Engaging
Interesting
Relevant
Authoritative
Opinion Leader
Authoritative
The best source of news
Passionate

14. AOP Measures of
ENGAGEMENT
Site engagement:
(How audiences consume website
content)
Dimensions determined by :-Reasons for visitingEmotional attachment
Actions taken on site
Attitudes towards site
Advertising engagement:
(How audiences react to advertising)
Drivers of advertising behaviour
determined by
Attitudes towards advertising
Awareness of advertising
Responsiveness to
advertising
Brand perception

15. 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

16. …&ThreedriversofAdvertisingbehaviour
Action
Have 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
Awareness
I hear about new products or services from
this website
Trust
Trust the advertising I see on this site
Trust the brands that advertise on this website
Site has advertising that is relevant to me

17. 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

18. The value of premium content

19. Trust – the key link

20. 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

23. Source: comScore Marketing Solutions
“How strongly do you agree or disagree that the site shown and its content is trustworthy?

24. Source: comScore Marketing Solutions
How strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”

25. 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’?”

26. 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’?”

27. Source: comScore Marketing Solutions

28. Source: comScore Marketing Solutions

37. 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%

38. 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%

39. 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

40. Source: comScore Marketing Solutions

41. Source: comScore Marketing Solutions
Search term usage

42. Source: comScore Marketing Solutions
Search term usage Site Visitation

43. every 10 index points of trust
= 4.7% lift in site visitation
Source: comScore Marketing Solutions

44. 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.

45. Value of Trust Whitepaper
www.ukaop.org.uk

46. Next Projects
Content Partnerships –
Strength of Voice

47. 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

48. Thankyou
tim.cain@ukaop.org.uk
www.ukaop.org.uk
@ukaop @timrcain