The Newspaper Society is highlighting new research which shows consumers trust advertising on traditional media owners’ websites more than ads on sites owned by internet “pure-plays”.
The research is published by the British Market Research Bureau and TGI Net.
The NS is also highlighting quotes from BMRB director Trevor Vagg who says: “Traditional media owners still have an advantage over pure-plays because brand trust is already well established among the audience.
“While today's audience may have more control over what they watch, read or listen, old habits are not easy to break and we get comfort from brands we know and trust.
“People are more likely to trust advertising within media they trust to provide reliable information.
“The values of the media brand rub off on the advertisers, so strong media brands with engaged audiences make the best advertising environment."
The Newspaper Society says the findings echo research from the NS the wanted ads III, which showed that ads on local media websites are more trusted than ads on other websites.