The Value of Trust

AOP has released its latest research study - The Value of Trust, examining how trust varies across different online environments and how that impacts on advertising responsiveness. The findings are the result of a study conducted by Comscore throughout September and October this year, combining a survey of more than 2000 regular online users tracked across seven live ad campaigns.

Campaign tracking of seven brands from the automotive, finance, FMCG, retail and beauty categories showed that uplifts in search for the advertised brands and visits to their websites were significantly higher following exposure to ads across all environments - original content sites, portals and social media compared to a control group who had not been exposed to the ads, proving the positive effect of online advertising. The strength of that uplift was most prominent amongst original content sites, which had a 37% uplift in search for a brand and 43% uplift for visits to the brand's site.