A survey by Marketing Sherpa found that 80 percent or more of U.S. internet users place faith in print and television ads that promote the various products and services they’re looking to purchase.
But there is a glaring caveat when it comes to digital advertising: Only 39 percent of those same respondents claimed to have any trust in banner ads. Likewise, only 39 percent said they found mobile ads credible.
What's the cause of this lack of trust? Recent events point towards the positioning of ads against controversial content, but here at Rerun we think the problem is older and more nuanced.
When watching TV or reading a magazine, there is a clear format and context to the ads you see. There are few, if any, surprises. However, with digital advertising, there is no such standardisation. Browsing the web can often feel like navigating a minefield, with constant pop-ups, hidden autoplaying videos, content-blocking ads and invasive tracking.
The relatively higher price of print & TV ads tends to filter out the low-quality, spam-like ads from ever appearing. However, on the web, the barrier to entry is much lower.