ASIA-PACIFIC: A majority of consumers across Asia-Pacific say their perceptions of a brand are coloured by the nature of the media outlet in which its ads appears – an important consideration for marketers juggling digital reach and safety concerns.

An online survey of 1,549 news consumers across Australia, Singapore, Malaysia, Hong Kong and India, sponsored by the BBC, found that traditional news publishers remain the most trusted digital platform at a time when two thirds of respondents sometime struggled to tell the difference between real and fake news.

Fully 79% said they turn to well-known media outlets to keep up with the latest news. And while social-media is an important source of breaking news, 68% of social-media users used international media channels to check what they'd read.

Crucially for marketers, the trust level for brands associated with the digital platforms of traditional news publishers was at least 50% higher than those associated with other digital news platforms, Campaign Asia Pacific reported.

Across the region six in ten (61%) said they would trust an advertiser more if it advertised on a trusted news channel or website, while 65% would consider the brand more. Those figures were higher for India, at 69% and 73% respectively.

Conversely, more than seven out of ten (71%) said that advertising with an untrusted media outlet would put them off a brand, Exchange4Media noted.

Fake news can be a matter of life and death in India. Just days ago, seven people believed to be child kidnappers were beaten to death in Jharkhand by an angry mob acting on rumours on social media.

"In a world of fake news and increasing mistrust in the media, brand safety and trust are crucial for any quality advertiser," said Chris Davies, commercial director for BBC Global News, adding that the research indicated a halo effect and credibility boost for brands associated with trustworthy media outlets.

Data sourced from Campaign Asia-Pacific, Exchange4Media, NDTV; additional content by WARC staff