- Branded websites are the second most-trusted advertising format, behind recommendations from friends and family.
- Two-thirds of respondents trust customer opinions posted online, yet the extension of online ads has not diminished trust in traditional advertising channels: 63% say they trust TV ads, with newspaper and magazine ads still popular.
- Millennials show the highest level of trust in 18 of 19 advertising formats, including traditional channels.
- Humour resonates with Western audiences, health with Latin America, and ads that reflect real life are appealing in Asia-Pacific, Africa, and the Middle East....
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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