42% of people believe ads can change the world, despite trust crisis

thedrum | January 30, 2020

42% of people believe ads can change the world, despite trust crisis
In 2019 it was revealed that public trust in advertising had hit a record low of 25%, but fresh research has shown that people in the UK are still relatively positive about the industry’s impact on society.  A study from the Advertising Association (AA) and Credos on UK advertising’s social contribution (which drew responses from over 1,000 members of the British public and the ad industry) has revealed that 46% of adults believe advertising has a positive impact on society. 36% said advertising’s influence was neither positive nor negative and 18% said it was negative. A further 42%, meanwhile, agreed that advertising had the power to help make the world a better place. Less than a quarter of respondents disagreed with that statement.

Spotlight

With the staggering growth of native advertising—mobile native alone is predicted to account for $53 billion1 in ad spend this year—it can sometimes be difficult to remember just how new the format is to our industry. Let’s start with the basics. What is native? Simply put, native advertising refers to ads that match the form of the content in the publication or app in which they appear. They can take many forms, from sponsored articles and videos to in-feed posts to search results. The critical thing that differentiates native ads from standard ads is that they match the form and function of the user experience and look the same as content that is native to the site.

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GroundTruth's New In-Stock Local Ads to Help Consumers Navigate Supply Chain Shortages this Holiday Season

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Spotlight

With the staggering growth of native advertising—mobile native alone is predicted to account for $53 billion1 in ad spend this year—it can sometimes be difficult to remember just how new the format is to our industry. Let’s start with the basics. What is native? Simply put, native advertising refers to ads that match the form of the content in the publication or app in which they appear. They can take many forms, from sponsored articles and videos to in-feed posts to search results. The critical thing that differentiates native ads from standard ads is that they match the form and function of the user experience and look the same as content that is native to the site.