SOCIAL MEDIA ARE NO MATCH FOR TRUST IN TRADITIONAL MEDIA
Television emerges from opinion polls as one of the most trusted. Despite the ubiquitous realities of life in the digital age - or, conversely, it's just a symbol that the digital age has been overcome and we are slowly moving into a post-digital era that is far more critical than enthusiastic about cutting-edge technology. For example, a survey by analysts at mntn research offers concrete figures, revealing that TV and print advertising share first place in trust between adult respondents (nearly 50%). Pop-up ads, which are most commonly encountered on social media, came second in the ranking with just 19%.
At first glance, it might seem that this is a generational issue, but the survey refutes this. Similar results were also found in the case of Generation Z, who are considered to be much more active users of social media. However, even in their case, ads in this space are not particularly trusted, quite the opposite. 61% of respondents do not consider them trustworthy, which again mainly benefits traditional media such as television, print and radio. In addition, there is a certain ambivalence towards targeted advertising messages in both categories. Roughly half of the adult population finds their algorithms scary and, on top of that, shares the experience that the targeting was wrong in their case. This is a big danger for brands in the online space - because when this happens, their credibility drops dramatically, often leading users to unsubscribe from newsletters or use one of the tools available to block ads in their browser altogether.
Of course, traditional media also use targeting. In the case of television, these functions are mediated by CTV (connected TV) technology, which allows marketers to filter between the demographics of individual households or their behavioural patterns, significantly increasing the chances of a message hitting the mark. Moreover, CTV is far more sophisticated than similar algorithms on the internet, which is also due to the fact that consumers behave differently in an interactive TV environment. While the internet often takes you to places you have only minimal interest in, on TV you simply act in a more 'targeted' way. Which, of course, also helps brands.
Approximately 30% of TV viewers said they perceive targeted ads in a positive way, and while it may not seem like it at first glance, that's a high number. Consumers themselves especially praise the fact that targeted ads alert them early to various discounts and promotions, help them discover new brands and, last but not least, recommend products that seem tailor-made for them. But this is just the tip of the iceberg. Trust in TV advertising is built over a long period of time and is characterised by a multitude of factors. The following are just the most important ones.
A FEW REASONS WHY TV IS STILL WINNING IN A LANDSLIDE
Credibility is one of the most important attributes a brand aspiring to succeed in the marketplace must build for itself. It is closely related to the relationship with the customer, which, along with trust, must be built over a long period of time. It is only logical that a particular consumer primarily seeks out a brand for which they have a certain degree of trust. In this respect, our decisions are not fundamentally different from non-economic decisions.
Television commercials are characterised by the fact that they are expensive to produce. It may seem superficial to view them from this perspective, but it is a very important aspect of why we trust them. In the US context, this is traditionally seen in the annual Super Bowl, a celebration of American football. The half-time advertising slot is one of the most expensive advertising slots in the world, and so a company interested in it must have a multimillion dollar budget in reserve. This is an extreme example, of course, but generally speaking, this type of cost is the highest ever for television. In fact, it serves as an imaginary sieve through which smaller and less credible companies fall. It is true that if a brand really believes in its product, it is also aware of all the benefits it will gain from its TV presence. And that at some stage it will be willing to pay quite a bit more for these benefits.
This is not the only cost, of course. Producing successful and credible advertising also requires sufficient resources for the creative itself. If we add to this working with the latest audio-visual technology, we are again reaching at least into the lower millions. Much has been written about what such advertising should look like. However, it is a process that involves teams full of creatives, strategists and project managers. Audiences are of course aware of this, and therefore approach TV advertising with a 'if it wasn't worth it, the company wouldn't have invested so much time, effort and resources' attitude. A form of this trend is the involvement of famous directors or actors. They add credibility to the brand by the involvement itself, but also by asking for very fat fees.
Of course, all these investments pay off for brands. Television is still a medium that boasts a unique and unparalleled reach and visibility, and no other traditional or new media can compete with it, which is largely due to the fact that television is also opening up to the modern age and is not stuck in time. From a credibility point of view, this makes sense, as this aspect adds a dimension to television advertising that could be described as social legitimacy. A TV ad is much more likely to have been seen by your family or friends. Thus, a distinct communication theme is constructed and the ad is to some extent viewed and experienced collectively. Again, this model of shared experience lends credibility to the brand as it becomes a subject of public debate - unlike a pop-up window on a product that no one but you has ever heard of.
Finally, television is a highly regulated medium everywhere in the world. The process of including advertising in airtime isn't exactly a cakewalk - it's not like a marketer comes in, pays a sum of money, and says when and where he wants to air the ad. Each country has its own regulator who oversees strict ethical standards for broadcasters, and individual broadcasters have to be careful not to break those rules. It is in this intermingling of the public and private sectors that another pillar of credibility is built, because it is in the interest of nation states that broadcasters do not give room for fraudulent or unethical presentations. This is linked to the demanding process of fact-checking, which has several stages, so that only a fraction of advertisers who live up to expectations make it to the television screen. In the online world, this is entirely in the hands of the publishers themselves. And certainly not all of them have the will to act ethically.
These are just some of the aspects of building trust in TV advertising. Of course, throughout history, we inevitably come across lapses where one of the aforementioned control mechanisms has failed, and advertisements have gone on air that either had no business being there or completely missed the expectations of its creators. But let us focus instead on those that have helped brands to consolidate their reputation and market position.
DOS EQUIS - THE MOST INTERESTING MAN IN THE WORLD (2006)
Before spilling over into the less distant past, it's worth recalling a TV commercial that is, plain and simply, pandering. And that's not meant in a negative sense. It's a bit of advertising prehistory, but the popularity of the Dos Equis commercial from 2006 survives to this day, just in a slightly altered form. It has become the basis for literally tons of internet memes, which were shared online millions of times. Such is the story of The Most Interesting Man in the World.
For context, it's probably worth noting that Dos Equis is a brand of Mexican beer. It's the drink of choice for The Most Interesting Man in the World, portrayed by actor Jonathan Goldsmith, but for the sake of illustration it's perhaps better to try to imagine him as a sort of hybrid of Sir Tom Jones and Jiří Bartoška. He is, in short, an elderly and grizzled seladon who has been through more in his lifetime than anyone else can dream of. And that's what the humorous spot is all about.
Video: Dos Equis – The Most Interesting Man in The World (2006)
Goldsmith probably isn’t, in all due respect, a world-famous celebrity. However, his Most Interesting Man in the World has become a real celebrity. Dos Equis has managed to create a character who has outgrown the medium for which he was primarily intended, and his stories and advice carry perhaps even more weight than if a real-life star were promoting a beer brand. The whole structure of the ad is meant to lead the viewer to a slight feeling of envy, which inspires them to take to heart what The Most Interesting Man is trying to convey. And The Most Interesting Man drinks Dos Equis - maybe that's just the first step to get started!
This campaign is all the more interesting because, unlike all the competition, it has chosen a completely opposite marketing strategy. While other beer conglomerates have targeted young consumers, Dos Equis has bet on a man with charisma - a lion with world travel experience. "His blood smells like cologne. His hands are like rich brown suede. The police often question him, just because of how interesting he is. He's simply... the most interesting man in the world!" proclaims the spot, literally. So stay thirsty, my friends!
AT&T - OK SURGEON (2019)
How else to build trust in your own brand than with an ad that is actually an allegory for the whole social concept of trust? The American telecommunications giant AT&T has decided to go the route of a situation comedy in its spot, but the point lies in the question of why we blindly trust some people just on the basis of their status or profession. It achieves such a clever contrast because AT&T has such a proven reputation throughout society and is seen throughout the US as one of the most reliable ubiquitous network operators.
The ad has a very simple story. A surgeon comes in to check on a patient before surgery, who is obviously stressed about the upcoming procedure. The attending physician is full of enthusiasm and can't wait to get to work, but it's more than obvious from a series of questions that he has little idea what he's actually doing. So the horrified patient has to settle for stating that he will think about it and the nurse's unanswered question as to whether all hospital privileges have finally been restored to the doctor.
Video: AT&T – OK Surgeon (2019)
The leitmotif throughout the spot is the reality of life, where we put our fate in the hands of people because we don't have much choice. Healthcare is a prime example of this. The information deficit that inevitably arises between a layman and a professional plays a role in this. AT&T counters by treating its customers openly and with respect - as evidenced by the number of customers who subscribe to its services and consumer tests in which the company has traditionally ranked highest. Self-praise only stinks when it's done wrong.
HEINZ - ED'S HEINZ AD (2019)
Heinz ketchups are exactly the kind of product that doesn't need a complicated introduction, no matter where you are. Which, of course, doesn't mean they automatically enjoy universal popularity everywhere. But who enjoys them extremely much? Pop-folk superstar Ed Sheeran. And he's the main reason this 2019 spot feels legit and not just a slap in the crowded sea of food flavoring commercials. It's a perfect example of how a well-chosen celebrity can give a brand everything that it would otherwise probably look for in vain elsewhere. It should be noted that Ed Sheeran even has a tattoo of a Heinz ketchup bottle on his arm. So this is a marriage that has inevitably been a long time coming.
The company has made no secret of the fact that the original idea did not come from its marketing department, but directly from Sheeran. He wrote the entire script for the TV spot himself, which, given his songwriting talents, takes the whole presentation up a notch. Then in the clip itself, we see a sort of Ed's routine day where he always has his Heinz ketchup on hand. On that occasion, he takes a lunch break at a fancy restaurant where, to the dismay of the staff, he flavours his exotic speciality with his favourite condiment. Nothing complicated - just a witty punchline, a passion for a particular brand and the force of the popular singer’s personality.
Video: Heinz – Ed’s Heinz Ad (2019)
Of course, it's clear that most brands that aren't a global food conglomerate probably can't afford to join forces with a star like Sheeran. However, Heinz's venture lays enough of an argument that if you have big names in your fan base, you should definitely learn to work with them. If the audience can associate a brand with a particular face - which is also someone they like and trust - the brand itself will prosper from it. But at the same time, be careful about authenticity, because the celebrity's connection to the product needs to be believable, and it's also good if the star's handwriting is evident even at first glance in the final presentation. The story of Ed Sheeran and his favourite ketchup may be an unattainable example, but one that we should at least try to approach.
HP - NOBODY'S WATCHING (2019)
The best way to increase confidence in your own abilities is to identify a widespread problem and offer a way to deal with it effectively. This is the style in which technology company HP has addressed Generation Z in particular in 2019 - the first generation to be accompanied throughout their lives by modern technology and a certain materialization of the Orwellian dystopia of the ubiquitous Big Brother. In this particular spot, HP took aim at the common myth that PC users are tracked via built-in video cameras. Remember the craze of taping over cameras with office sticky notes? That's exactly the phenomenon HP was after here.
In the spot, HP explains and demonstrates how built-in cameras are turned off... and that they are then truly and absolutely turned off. Fears of being watched at every turn are therefore baseless. No one can see you, because the opposite would itself be a denial of the basic ethical standards of society. We have already touched on this above - it is the paradigm of the post-digital age. Suddenly we see technology not just as skillful servants, but as dangerous masters.
Video: HP – Nobody’s Watching (2019)
"A lot of our projects have always veered back to the theme of privacy and trust in technology. As a company, we're one of the most trusted in the industry in that regard. That's why we regularly communicate with our customers, and it's from them that we've found this to be a dominant theme for Generation Z. They're asking questions like - can someone hack my webcam, is someone looking at me through it? We found that this is a real problem and that's why we decided to go in this direction in our corporate marketing as well," explained Vikrant Batra, Chief Marketing Officer in HP, about the genius of the campaign.
This leads to another important insight. HP has designed the entire campaign for a specifically defined target group, which is Generation Z. This demarcation also supports its credibility because it means the company knows exactly who to target, why and how. It therefore demonstrates exactly why less is sometimes more.
BOOTS - FEEL GOOD AS NEW (2021)
This is a relatively short half-minute ad spot that was the umbrella for the entire cross-platform campaign. It was launched by a global cosmetics company originally from the UK shortly after the world began to return to normal following the fading of a global pandemic. The company hoped to modernize its brand and open itself up to a brand new target audience. Not only British marketing experts agreed that Boots had done this brilliantly. In particular, they praised it for being "modern, professional and trustworthy".
Reinventing an established brand such as Boots, however, is not easy. The pitfalls of this approach are accurately captured by Lynne Deason of UK creative agency Kantar. "You run the risk of unwittingly moving so far away from the brand identity that you either alienate the existing loyal customer base, or the audience doesn't recognise the brand the ad is supposed to promote at all. But in this case, the brand itself is the epicentre of the story. The narrative stays true to the values that Brits associate with Boots, plus it highlights an aspect that the company may never have communicated until now - helping Britain and its citizens feel like new," says the expert, summing up the reasons why the ad works so well.
Video: Boots – Feel Good as New (2021)
The protagonist of the spot is a popular actress Billie Piper, who urges viewers right from the start that today might just be the day for a bit of reinvention. The ad then charts the reality of a sample of people in whose morning routines we are sure to recognise our own during pandemic lockdowns. But it was with the return to normality that the best space was to try something new, perhaps just make-up or hair dye from Boots. In the final voice-over, the company reassures customers that it has also had to adapt to the new world and therefore understands exactly what they are experiencing. No doubt this message resonated with consumers.
The campaign brought new customers to the traditional brand, which had an impact on its sales. Two months into the campaign, the company was proud to report that traffic to its e-commerce site had increased by a whopping 700%. Its position in search engines had also risen - by 15%. Boots has thus also maximised its overall market share. Above all, it proved to everyone that cosmetics advertising is not a cookie-cutter category that follows the same rules - and that even a time-tested brand can pleasantly surprise while keeping its identity intact.
In an overcrowded marketing world, where the goal of every effort is to break through and resonate with an echo that will bring success to brands, it is becoming increasingly difficult to achieve the desired goal. Ads that seek to engage the viewer present a strategy of impressive effects and budget, memorable humour or rely on the power of social uplift. And while all of these marketing ploys work, perhaps this age of a plethora of messages is the perfect time to bet on trust. This is because it creates a customer base that is not only aware of the brand's existence, but happy to bet on it time and time again with every enquiry. So, whatever the scenario of your advertising spot, thinking about whether it inspires trust in the viewer is definitely not a bad thing.
