New Study Finds that Advertising Cultivates Brand Trust Leading to Purchase Intent

Study from Vevo, MAGNA and Initiative explores impact of brand trust across verticals and inclusive cohorts

New York, NY, June 11, 2024 – When brand trust increases by just one point, the average consumer purchase intent increases by 33%, with Reliability, Respect, Ethical Business Practices, Authenticity, and Relatability top drivers of brand trust.

This is according to a new study released today by Vevo, MAGNA Media Trials and Initiative, which surveyed a nationally representative group of nearly 5,000 U.S. consumers to understand the components of brand trust and how they vary across verticals and inclusive cohorts. The findings highlight the importance of brand trust for marketers and how they can most effectively communicate their messages to maximize outcomes at scale.

Survey respondents stated that:

  • Advertising is a key way for brands to create connections and build brand trust (76%). And 48% stated TV Ads as the preferred channel of engagement to communicate brand messages and build trust. Other preferred channels include social media ads (33%), brand websites, (25%), and product placements (25%).
  • Responsible media practices are the most effective way to build trust (65%). Placing ads next to/in content that is “reputable and safe to watch”, “supports diverse communities and creators”, and “representative of the world around me” are top examples.
  • Connection is table stakes. “No connection with me” is a key reason for brand distrust (38%), followed by “mishandled controversies,” “inauthentic” and “hard to find reviews” – highlighting how a perceived lack of effort breeds distrust.

Additionally, 32 brands across the Automotive, Fast Casual Dining, Finance, and OTC Medications verticals were tested on 10 dimensions of brand trust. Notably, when brand trust was increased by just one point, average purchase intent increased by 36% for OTC, 34% for Automotive, 30% for Finance, and 26% for Fast Casual Dining.

“It’s never been more critical for marketers to understand where, when, and how brand messages are reaching audiences across channels and demographics – and the findings of this study underpin the importance of brand trust in executing these messages in an effective and impactful way,” said Julie Triolo, SVP, Marketing & Research, Vevo. “From reliability and respect, to ethical business practices, authenticity, and media responsibility, it’s essential for marketers to understand the impact of brand trust as it relates to key performance indicators like purchase intent in order to drive long-lasting connections that benefit the bottom line. These are just some of the guiding principles that underscore the unique opportunity that Vevo delivers for brands, as a premium, brand-safe network where culture unfolds 52 weeks of the year. “

“Advancements within the digital advertising ecosystem have made performance marketing efforts both harder to execute and harder to measure – challenging brands to find ways to break through the crowded ecosystem and prove the value in their media spend across channels and environments,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “With a thorough understanding of audiences and the ways in which to reach them, brands can effectively build brand trust through advertising – and we’re proud to provide marketers with the insights they need to drive meaningful outcomes.”

To read the full report, please visit here.

About Vevo
Vevo is the world’s leading music video network, connecting an ever-growing global audience to high quality music video content for more than a decade. Founded by Universal Music Group and Sony Music Entertainment in 2009, Vevo offers fans worldwide a vast array of premium content to choose from, showcasing official music videos alongside a constantly developing lineup of live performances and innovative original programming. From top superstars to rising new talents, Vevo brings incomparable cross-promotional support to artists across the musical spectrum, at every stage of their careers.
Vevo has consistently evolved over the past decade to lead within today’s ever-changing media landscape, embracing partnerships with a number of leading distribution platforms to deliver extraordinary content within ad-supported environments. With more than 25B views across television, desktop and mobile devices each month, Vevo brings music videos to the world – when, where, and how fans want them.

Vevo is available on YouTube, Samsung, Samsung TV Plus, Roku, Pluto TV, Amazon Fire TV, Amazon Echo Show, Amazon Freevee, Apple TV, Comcast (Xfinity X1 and Xfinity Flex), VIZIO, Sky (NowTV and SkyQ), Foxxum, XITE, NetRange, Virgin Media, Xumo, Telstra, Foxtel, Fetch, Rogers, Shaw, Local Now, Google TV, Android TV, Cox, ViX, Plex, Hulu Live, Sling Freestream, TCL, Telly, and Vewd.

About MAGNA
MAGNA is the leading global media investment and intelligence company, and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn and Instagram.

About Initiative
Initiative unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different. When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow. Initiative builds Fame & Flow for brands like Nike, Amazon, Merck, LEGO, and T-Mobile.
Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability. Our agency celebrates diversity in an inclusive environment where all of our 6,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world. Please visit https://initiative.com/ to learn more.

Media Contacts
Vevo
Evelyn Swiderski
[email protected]

MAGNA / IPG Mediabrands
Suzette Meade
[email protected]

NEW STUDY SHOWS THE POWER OF NEWSLETTER ADVERTISING IN REACHING TARGET AUDIENCES

Research reveals that newsletters are a vital daily ritual for 75% of readers, providing a prime platform for advertisers

NEW YORK, NY, JUNE 10, 2024 – A new research study titled “The Scoop on Newsletter Advertising,” conducted by MAGNA Media Trials and Sherwood Media, delves into the effectiveness of newsletter advertising for reaching key audiences. In today’s fast-paced world attention spans are short. Standing out is crucial for brands, and this study presents a solution through newsletter advertising.

According to the study by MAGNA, the media investment and intelligence unit of IPG Mediabrands, and Sherwood Media, most decision-makers incorporate newsletters into their morning routines. The research showed that 76% of decision-makers felt ready to take on the day after reading their favorite newsletter, 78% felt empowered, and 71% consider newsletters to be the best source for top news.

Advertisers can make the most of these factors to effectively connect with their key audience through newsletters.

“Audience attention is scarce, and the value homepages used to provide to consumers and brands has been diminished by SEO games and AI,” stated James Denis, Global Head of Revenue, Sherwood Media. “We believe the inbox is the new homepage, operating in a curated, opt-in environment where an action-oriented, open-minded audience seeks to improve themselves on a daily basis.”

Highlights from the new research study include:   

    • Newsletters are a top news source for readers and are considered a vital daily ritual by 75% of readers.
    • 91% of readers feel informed after reading their favorite newsletters and experience feelings of being more grounded, motivated, inspired, and empowered.
    • Newsletters are a valuable media format for advertisers who want to reach business decision-makers through brand-sponsored content, because readers trust that type of content more when it appears in newsletters versus elsewhere.
    • Newsletters have a unique advantage in reaching not just any readers but also those who are focused, curious, and highly receptive to information. In fact, 88% of readers feel receptive to information, and 65% are open to brand-sponsored content, making newsletters a prime platform for advertising.

Advertisers can effectively reach their audience by making the most of newsletters. The study provides a clear plan and tools for digging into the untapped potential of newsletter advertising.

“This study emphasizes the longstanding popularity and integral role of newsletters in people’s daily routines,” shared Kara Manatt, EVP of Intelligence Solutions at MAGNA. “Because readers rely on newsletters to prepare them for the day, they are uniquely focused when reading and, most importantly, open to messages from brands.”

Denis added, “The relationship is built over time, founded on trust and consistency, with education as a core element in the value exchange that newsletters offer to subscribers. This unique environment creates an extremely valuable platform for brands to reach consumers who are not only looking to learn but also to take action.”

To learn more and read the full report, visit the MAGNA Media Trials website linked here.

About MAGNA
MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: www.magnaglobal.com and follow us on LinkedIn.

About Sherwood Media
Sherwood has a simple mission: to deliver actionable, illuminating news and information on the culture of money — in a way that’s authoritative, engaging, and speaks in the language of this moment. Our job is to find the stories others don’t see, tell those stories in a manner that honors the intelligence of our audience, and to push journalistic storytelling forward in ways that truly matter. We strive to be the definitive news source for a generation reshaping money and power in the world; an engaged, intelligent, evolving audience hungry for information delivered on their terms.

Media Contacts:

Jazmin Brooks
IPG Mediabrands
[email protected]

Suzette Meade
IPG Mediabrands
[email protected]

Kylie Spencer
Sherwood Media
[email protected]

NEW RESEARCH HIGHLIGHTS ROADBLOCKS AND DEMONSTRATES HOW TO CUT THROUGH THE FRAGMENTED TV STREAMING LANDSCAPE

MAGNA Media Trials™ and Roku® launch new report on streaming viewers’ journey and ad effectiveness for brands

NEW YORK, NY AND SAN JOSE, CA – [JUNE 6, 2024] – Today MAGNA Media Trials and Roku released new research that explored how brands and viewers can find their way in the increasingly fragmented TV viewing landscape. The report called “From ‘Power On’ to ‘Power Off’ Understanding the Streaming TV Experience” shed light on viewers’ mood, motivations, pain points, and journey to content, as well as what this new landscape means for advertisers.

Whether they want to re-watch a favorite movie or catch the new season of a hit series, most streamers run into issues trying to navigate to the content they want to see. There are so many apps, and seemingly too little time for them all.

“We are excited to partner with MAGNA to uncover consumer behaviors throughout the streamer’s journey,” said Jordan Rost, Head of Ad Marketing, Roku. “Streamers are seeking ways to reduce friction and enhance content discovery during their browsing journey, and brands that help address these needs have a real opportunity to drive awareness and action at key moments.” So how can viewers – and brands – find their way in an increasingly fragmented TV viewing landscape?

According to MAGNA, the media intelligence and investment unit within IPG Mediabrands, ad sales for premium long-form streaming (CTV, AVOD, FAST) is expected to grow by +13% in 2024 and will reach the $10 billion milestone, which represents 22% of total national TV. (source: MAGNA U.S. Ad Forecast, March 2024)

With this growth on the horizon, brands have an opportunity to tap into the report’s insights to breakthrough the crowded TV streaming space. The report showed that 3 in 4 streamers face challenges when choosing content, and fragmentation across TV streaming platforms has added to the complexity of their journey.

Here are a few ways brands can action along the streaming journey:

    • Advertisers can drive awareness and action by reducing friction in key moments throughout the streamer’s journey.
    • Given that browsing is a common behavior among streamers, brands can leverage the interface as an additional touchpoint to reach streamers beyond the content itself.
    • The start of the streaming journey is prime time for ads. This means pre-viewing ads are a premium – pre-roll ads (61%) and homepage ads (48%) garnered higher receptivity compared to product placement (37%) within content.
    • Use ad formats that assist with content discovery to reach streamers and help guide them to the content they love, especially when interested in younger demographics, because streamers are more likely to discover new content through a streaming service’s homepage (2.8x) or a trending playlist (3.8x) than from a word-of-mouth recommendation.

Kara Manatt, EVP of Intelligence Solutions at MAGNA, commented: “Through our research we are able to bring real quantitative data, rigorous understanding, and actionable solutions to address some of the industry’s most pressing challenges. This study looks at TV streaming fragmentation from multiple angles, and it puts forward insights that could help both advertisers and streaming platforms set strategic direction and engage more effectively with viewers.”

Key Research Findings

Mood and Motivations:

    • Streamers are feeling good when they tune in: 73% of respondents started the journey in a positive mood.
    • Happy streamers are good news for marketers because they are more receptive to ads: 54% of participants were very or somewhat open to seeing ads while in this positive mood, as compared to 35% receptivity by those who reported a negative mood.
    • Interestingly, both news (82%) and sports (82%) were streamers go-to content types when in a positive mood: Both content types were above the index average of 75%.

Browsing and the Streamer’s Journey:

    • The Streamer’s Journey Starts with exploration: 44% of streamers browse before selecting what to watch, even though half of these content browsers already knew what they wanted to watch, indicating browsing could be an engrained behavior for streamers.
    • Browsing is a multigenerational behavior, Gen Z (48%), Millennials (49%), Gen Z (41%), and Boomers (40%), with Gen-Z spending the most time (30% spent 10-minutes or more browsing)
    • Luckily, streamers are a persistent bunch: 45% of participants indicated they were willing to explore more options, and 42% were satisfied to watch something else, if they couldn’t find or access the content they wanted.

Methodology

Data was captured from 2,568 people in the United States over the age of 18. Participants included both weekday and weekend viewers to ensure a representative sample. Surveys were offered in both English and Spanish, as well as participants kept an online diary or media consumption log that explored their moods, motivations, and pathways to streaming TV content.

To learn more, please click here to access the full report on the MAGNA Media Trials website.

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About MAGNA

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: www.magnaglobal.com and follow us on LinkedIn.

 

About Roku

Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

Frequency management is capping CTV ad spend

Published on Digiday

Ad tech faces some existential threats as the foundational tools used to mix and match audiences face extinction.

However, having conquered the desktop and mobile internet, some ad tech companies are simultaneously finding new lifeblood in the guise of connected TV advertising, a sector of the ad industry that’s tipped to grow 22.4% this year, topping $30 billion in spend, according to eMarketer.

Attendees at last week’s CTV Connect conference, hosted in New York City, debated some of the burning issues of the day, primarily how best to leapfrog the teething problems that ad tech experienced on desktop and mobile.

Here, the frustrations over frequency capping tempered the otherwise exuberant mood on stage, albeit this still doesn’t prevent the vast majority (87% of CTV ad spend) from happening through programmatic transactions. When DSPs can’t do their job

According to statistics cited by eMarketer, 30% of marketers and publishers believe more efficient frequency capping would increase their CTV advertising spend, with Carolina Portela, vp and director of strategic investment at MAGNA, acknowledging how the opportunities of the medium are accompanied by challenges.

“We have challenges when it comes to managing at a holistic level,” she said, speaking on a conference panel entitled, “Stop the Repetition! Getting to the bottom of high ad frequency.”

“We’d definitely like to get more mechanisms for that,” Portela continued. “We’re never going to be in a perfect, holistic management world, but we’re putting a lot of thought into it.”

The duality of the challenge/opportunity that CTV poses for advertisers was made clear in a presentation by Chris Kane, CEO and founder of Jounce Media, who explained some of the intricacies of “biddable ad opportunities” to attendees.

Biddable ad opportunities are arguably the biggest departure from legacy TV, whereby ad inventory deals are primarily agreed upon on an upfront model. Theoretically, this means buyers can be reasonably sure of brand safety, plus the conventional TV sector has more consensus on ad targeting and measurement.

However, as programmatic buying merges with the world of TV, advertisers are sometimes exposed to the precarious nature of open-market media trading, where supply chain complexities create a vector for bad practice.

Jounce Media’s Kane told CTV Connect attendees that CTV advertising has theoretical benefits, including centralized access to “rights holders” and “unified frequency control.”

However, right holders, such as legacy TV networks, often don’t provide an adequate amount of data signals, making frequency capping difficult and often resulting in a negative viewer experience. “When these companies run auctions through the RTB channel, they don’t disclose very much; some use aliases to represent their inventory in the bid stream,” added Kane.

He further explained how this makes it difficult, for advertisers’ demand-side platforms often don’t know precisely what they are bidding on.

As a result, the much-touted benefits of CTV, such as household addressability and unified reach (not to mention frequency control), simply aren’t on offer. But conference speakers did offer some solutions.

“I certainly have had the experience where you see a CTV ad pod, and you see the same ad over and over again,” said Kane. “But I don’t think you have to accept a trade-off; there are some thoughtful ways that you can buy to prevent against that.”

Kane said buyers can use measurement tools to assess when their frequency caps have been surpassed, adding they should negotiate with rights holders accordingly.”I really don’t think you have to accept those violations,” he said.

AI + IDs = better CTV?

According to multiple CTV Connect presenters, if streaming rights holders (be they legacy TV networks or comparatively new streaming service providers) don’t pass adequate signals through the programmatic supply chain, then it is better to go directly to the source.

“DSPs and [supply-side platforms] SSPs can justify a 15% take-rate when they’re providing something of value,” explained Kane. “But they really can’t justify that whenever they’re just ordering systems.”

Meanwhile, fellow conference panelist Jennifer Hess, vp of global ad operations at Fubo, explained how her outfit was investigating the use of AI-powered video recognition technology to manage ad frequency across linear and CTV better.

“That’s the thing I’m most excited about,” she said, adding that identity signals such as The Trade Desk-led UID2 further help with frequency capping.“I think it’s potentially a game-changer.”

 

Read the Article on Digiday

 

Watch “The Future of TV Episode 3: The connected TV outlook”

AI Briefing: How AI misinformation affects consumer thoughts on elections and brands

Published on Digiday

For nearly a decade, brand safety has been the ad world’s white whale — constantly evading the harpoon of those looking to steer clear of dangerous or salacious content. But the proliferation of generative AI has conjured up an even scarier kind of monster: a multi-headed hydra.

The fight is already on. To boost its efforts around brand safety, IPG Mediabrands is adding more tools for identifying harmful content while also helping advertisers avoid appearing near it. One way is through an expanded partnership with Zefr, a brand-safety startup that tracks content across Facebook, Instagram and TikTok. Along with new ways to pre-block high-risk social content, the companies are creating custom dashboards to help advertisers avoid user-generated content in sensitive categories across text, images, video and audio. Sensitive categories include AI-generated content and misinformation related to U.S. politics, climate denialism, health care and brand-specific content.

“We already have a lot of tools in the programmatic space to help manage misinformation, manage brand safety [and] suitability, but there has always been a void when it comes to UGC in walled gardens,” said Ruowen Liscio, vice president of global commerce and innovation partnerships at Kinesso.

By targeting harmful content, the companies hope to not just help advertisers but also cut off ad funding for such content. According to Zefr chief commercial officer Andrew Serby, misinformation-related content from AI and other sources stays on platforms because it’s funded by ad dollars. But combatting that funding first requires identifying the misinformation and its sources at scale. To understand consumer perceptions about misinformation — and the ads that appear by it — IPG’s Magna conducted research about how people viewed harmful content and how it affected their perceptions about brands and platforms. Only 36% of respondents to a survey featured in the research thought it was appropriate for brands to appear next to AI-generated content. Ads that appeared next to misinformation were also seen as less trustworthy, and brand perception was hurt even when people weren’t sure if content was  real or not.

Although political content was easiest for survey participants to identify, only 44% correctly identified the fake political content, 15% were incorrect and the rest were unsure. AI-generated content — including images of U.S. presidents playing Pokémon and Pope Francis wearing Balenciaga — fooled 23% of respondents and left 41% unsure. Meanwhile, 33% of respondents incorrectly identified misinformation about climate change and 25% were wrong about healthcare-related misinformation. “What was most important for us that came out of the research is just the ability to understand the quantified impact of what happens when brands appear next to misinformation,” said Kara Manatt, evp of intelligence solutions at MAGNA. Companies in the business of AI-generated content are also researching consumer sentiment. In a new report from Adobe, 80% of U.S. adults think misinformation and harmful deepfakes will impact upcoming elections. According to the survey, 78% of respondents thought election candidates shouldn’t be allowed to use AI-generated content in campaigns, while 83% think the government and tech companies should work together to address problems with AI-generated misinformation. The survey results, released last week, include answers from 6,000 people in the U.S. and several European countries.

The findings come amidst debates about whether tech companies should be liable for information on their platforms. The U.S. Supreme Court is also considering a legal battles online content including whether government officials should be allowed communicate with tech companies about disinformation on various platforms.

Meanwhile, Rest Of The World, a global media nonprofit, also published a new website for tracking election-related AI content across major platforms in nearly a dozen countries. Concerns exist across numerous online platforms including X. Even as DoubleVerify claimed the platform formerly known as Twitter was 99% brand-safe, a report from ISD found examples of dozens of AI-generated misinformation images that were posted by verified accounts hours after Iran’s drone strike on Israel and viewed 37 million times within hours.

Adobe’s report helps illustrate the importance of people and companies having tools to identify what’s true and what’s not. Misinformation fueled by generative AI is “one of the most critical threats facing us as a society,” said Andy Parsons, senior director of the Content Authenticity Initiative at Adobe. In an interview last week, Parsons told Digiday that it’s important that people continue to trust verified news sources and don’t begin to question everything when the lines between truth and fiction become too blurred.

“There’s this liar’s dividend, which is once you can question anything and nothing can actually be believed to be true,” Parsons said. “Then how do you even verify that news is news or that you’re not seeing somebody else’s worldview? Or that you’re not being duped with even social media content [even if] it’s from a news source. And then what is the news source if you can’t believe anything you see because it may have been manipulated?”

In other words, there are as many questions as the hydra has heads — if not more.

 

Read the Full Study

 

Read the Article on Digiday