That’s the main takeaway from research by the UK’s Advertising Standards Authority (ASA) into the effectiveness of a recent campaign that ran on TV, print, online, cinema and OOH channels, backed with advertising inventory from media owners.
Key findings
- Those who saw or heard ads for the ASA were more than twice as likely to say they trust the ad industry (33% vs 14% for those who didn’t see/hear the ads).
- The biggest positive shifts came in online ads, where trust jumped from 15% to 36%, and magazines, where trust increased a similar amount from 18% to 39%.
- But all channels showed significant uplifts in trust: cinema from 27% to 44%; direct mail from 19% to 36%; newspapers from 20% to 36%; posters from 21% to 37%; radio from 31% to 43%; and TV from 31% to 46%.
Why trust in the ASA matters
Driving trust in the regulator drives trust in the industry. “Awareness and buy-in of the ASA system is a key strand in our new five-year strategy, and our ad campaign plays a crucial role in helping achieve our ambitious targets,” explains Guy Parker, chief executive of the ASA.
Source: warc.com
