"The research shows that 41.85% of British respondents consider brand ads on reputable news or magazine websites credible or very credible, while only 14.11% view them as low in credibility."
"68.37% of British respondents said they visited a brand's website or looked for further information after seeing an open-web ad."
"Our findings confirm what we observe across our publisher network: when consumers see ads within respected editorial environments, they assign higher relevance and credibility to those brands,"
"As the holiday season peaks, advertisers that prioritise qualitative ad inventory on the open web see stronger engagement and greater trust. For publishers, this is evidence that credibility remains a decisive competitive edge."
41.85% of British respondents consider brand ads on reputable news or magazine websites credible or very credible, while 14.11% view them as low in credibility. Trusted publishers outperform social media platforms for relevancy and trustworthiness. 68.37% of British respondents visited a brand's website or sought further information after seeing an open-web ad. Among households earning over £70,000 per year, 60.52% trust ads on premium publisher sites and 76.19% visited a brand's website after exposure. Programmatic video was most memorable at 32.12%, followed by display banners at 28.71%. Repetition across credible sites increased purchase confidence for 47.20% of respondents.
Read at Exchangewire
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