 | | NEW CHART: Digital Media |
| Ad avoidance is on the rise — here’s how brands can maximize the time they do get in front of consumers… Consumers are increasing their use of tactics like ad-blocking and purchasing more ad-free subscriptions to circumvent marketers, a potential sign of ad fatigue. Overall, across eight countries — including Brazil, China, Germany, India, and the US — 74% of consumers report actively avoiding advertising, up from 64% in 2018, per Edelman.
With ad avoidance on the rise, the stakes are high for brands to make a good impression when they do get in front of consumers, and building brand trust is a powerful way to do that.
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| Here are some ways brands can build consumer trust and maximize the increasingly limited time they do get in front of consumers:
- Influencers — heralded for their authenticity — inspire high levels of trust among their personally invested followers, and that trust drives purchasing. Edelman found that 63% of respondents trust influencers more than brands, so that endorsement can provide a solid boost.
- Targeting less explicit channels that still put a brand in focus. Consider how brands are working to be featured in SVOD content. With the streaming wars ramping up, major studios are churning out content: That means a ripe opportunity for product brand deals that can associate products with beloved characters and content, engendering trust among viewers.
- Delivering on social causes in a meaningful way. Over half (53%) of consumers believe every brand should be involved with at least one social issue that doesn't necessarily even impact its business, with a corresponding 49% claiming that brands can do more to solve social ills than governments, up from 45% holding that belief in 2018.
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