Report: Trust still the key concern moving into 2020

An analysis of WARC’s Global Advertising Trends reports found changing consumer trust is the key concern

Privacy will remain high on the consumer’s agenda, as marketers look to different channels to connect with consumers.

Following an analysis of WARC’s Global Advertising Trends reports, the agency found changing consumer sentiment towards data use was a major topic of interest for practitioners this year, no matter the channel. Research shows many consumers have taken steps to limit their online footprint in light of concerns around data misuse, with 44 per cent limiting the amount of data they share online and over a quarter (27 per cent) deploying an ad blocker.

While personalisation may be a growing trend, the failure of large digital platforms to balance data privacy has undermined consumer trust. Alarmingly, 23 per cent of practitioners in Asia have have no data protection strategy in place.

While this data informs ad buying, particularly programmatically, 50 per cent of practitioners agree adtech has yet to live up to its potential, and concerns around brand safety, context and negative association abound.

June's edition of WARC's Global Ad Trends found ad growth in the social and messaging sector had halved over the year. One in five marketers intended to reduce spend on Facebook in 2020, with Twitter and Snapchat also facing the prospect of low revenue growth.

Trust in information on social media reached new lows and calls for greater regulation for tech and social media companies grow louder. Across 22 countries, half of consumers said they thought tech and social media companies currently have too much power and influence

YouTube has been criticised for its lack of action on inappropriate content, as of all videos flagged as inappropriate by viewers, just 5.6 per cent were removed, meaning brands may well end up advertising next to content consumers find inappropriate. Many big brands have pulled advertising as a result.

Money continues to be poured into Facebook, with over half of Internet advertising spend going to the social media giant and Google last year. This was despite 16 per cent of Facebook accounts being worthless to advertisers, WARC's report stated.

Therefore, keeping brands safe is a major challenge for marketers. Solutions being introduced include focusing on context, and greater transparency in the media supply chain.

There is also a rising distrust in influencer content worldwide, borne out of concerns around authenticity and credibility. In the UK, influencers are trusted less than politicians. What's more, the report found potential around advertising in gaming livestreams and podcasts.

Almost one in four adults has watched a gaming livestream in the past month, and this rate rises to almost one in three among 16-24 year-olds. YouTube and Twitch are competing for views, however, as over 90 per cent of content on Twitch live-streamed presents opportunities for advertisers looking to reach young audiences who are spending less time on linear TV.

Podcast advertising has potential, with ad spend expected to double to US$1.6 billion by 2022 and the New York Times already reporting strong revenue growth from the format. Listeners are highly engaged and research shows ads increase brand consideration; 17 per cent of listeners are 'much more likely' to consider a brand after hearing their ad during a podcast, while 37 per cent are 'somewhat more likely to'. But context is key, and a standardised measurement framework is still to be formally established.

Globally, half of consumers have boycotted a brand with different values, and marketers are using Instagram Stories to boost e-commerce.

In Asia-Pacific, brand safety and fraud limiting programmatic in-app spend are top concerns.

And after two years of hype, voice still has limited traction according to WARC’s Marketer’s Toolkit 2020. A full 69 per cent of marketers are not prepared to implement it into their marketing strategy. 

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

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

We would like to invite you to the Virtual Exhibition about IoT Trends in 2020, 7 - 9 July, organised by Must.We developed a new B2B matc...

hayfa

Want to master digital transformation? Stop thinking about your own problems

Read more

We have been trying to help our clients through this time. I think the important thing is clear communication! We also created some check...

Erin Payne

Is COVID-19 the right time for a positive marketing campaign?

Read more

Very good article Sagar. Congrats! It's exactly what we are doing at Dafiti and it's very important have you close to us into this journey.

Roosevelt Junior

Making Your Organisation Data-Driven [MYOD] - Data-driven marketing - CMO Australia

Read more

Corporates should be innovating to stay relevant and disrupt the market and collaborating with startups is easily the best way to go for ...

Diana

How your company can innovate its way through the COVID-19 crisis

Read more

Very welll written Sagar and gives an excellent overview for data strategy for an orgaanization!

Ritvik Dhupkar

Making Your Organisation Data-Driven [MYOD] - Data-driven marketing - CMO Australia

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in