Report: More work to be done to build trust digital channels, social media, programmatic

Trust increases spend, but is hard to come by according to marketers and senior executives in the latest AMAA survey

There is still a lot of work to be done to gain trust within digital channels and metrics, according to a new study. 

The 2019 AMAA Media Trust report, Trust Matters, found 86 per cent of respondents agreed where there is trust there is a willingness to spend. Yet across the group, 65 per cent of marketers think social media has the biggest trust issues and needs more oversight to build more industry trust. This was followed by programmatic advertising and ad fraud. 

With the government’s final response to the ACCC’s Digital Platform Inquiry looming, respondents were asked about the preliminary version of the ACCC's Digital Platforms Inquiry and agreed with the need for greater oversight of Google and Facebook, privacy law changes, and more transparency in how digital ads are traded. About 85 per cent of respondents said transparency is required on how Facebook and Google algorithms display ads and news content. Eight in 10 said there should be monitoring of big digital platforms for anticompetitive behaviour, and 77 per cent agreed with third-party monitoring of privacy compliance.     

The report shows ad fraud and non-human traffic are also still a big concern for marketers (67 per cent). Programmatic digital ad trading was second in line as a concern, but there is a shift with marketers gaining some trust in the channel. 

With regard to the industry audience metric providers, overall trust has risen slightly across all providers when compared to 2016, with Nielsen and OzTAM leading the pack. The top trio of factors viewed as building trust in audience metrics include transparency regarding data collection (71 per cent); a layer of independent verification and audit (58 per cent) and a robust and comprehensive methodology (55 per cent). 

As a consequence of these concerns, 60 per cent of respondents stated they had wasted advertising dollars, and 30 per cent said they experienced a loss of brand reputation and consumer trust. 

Now in its fourth year, the Audited Media Association of Australia’s Media Trust Matters study is back to showcase what really keeps top media and marketing execs awake at night. Across the 600 respondents, 42 per cent were senior execs including c-suite, GM or MD roles, and all worked in the digital realm and were questioned around levels of trust within digital channels and industry metrics. 

“A more trusted environment is better for marketers, agencies and consumers which is why accountability and transparency is vital to the media and ad trading ecosystem,” Audited Media Association of Australia CEO, Josanne Ryan, said. “While it’s great to see some year-on-year improvements, there is clearly more work that needs to be done. 

"Programmatic is maturing and innovations such as ads.txt are working to build confidence. But as programmatic advances into above the line channels such as TV and out of home, there are concerns about more oversight being needed.” 

The study also showed the industry sees the need for compliance to media industry codes as important, with this tracking up. The rise is more so with marketers, tripling in the last four years from 17 per cent to 46 per cent of respondents agreeing compliance to media industry codes is a top issue to tackle in the next 12 months. 

Regarding the most important aspects of self-regulation, the support for compliance to be checked by an independent third-party was also strong, with 50 per cent of senior/mid marketers desiring this. 

“It begs the question as to why, when we know that compliance layers work to build trust and reduce risk, we shy away from incorporating this into the industry frameworks,” Ryan said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

                                                         

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in