Trust in media: The new publishing battleground

Duncan Southgate; Gonca Bubani

Kantar, a data analytics and brand consultancy company, conducted research into the factors influencing consumer trust in brands.

Consumer trust is important for all kinds of brands, but we see lower trust for many media channels and media brands. Trust levels for advertising formats and environments also differ dramatically between marketers and consumers. This article explores trust gaps and provides guidance for both advertisers and publishers.

Introduction

The Scottish author George MacDonald wrote in the 19th century that "To be trusted is a greater compliment than being loved". This could well be true for media brands and channels in the 21stcentury, where we see dramatic differences between the most and least trusted advertising environments....

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