People trust adverts they see on news websites, which results in these adverts having a stronger effect.
This was the finding of a study conducted by SimilarWeb and Taboola, which looked at the effectiveness of advertising campaigns on news websites versus social media platforms.
Over 5,000 people were interviewed for the study, which took place before and during the Covid-19 pandemic.
The findings were conclusive: 80% of people said they trust adverts they see on news websites over adverts they see on social media.
Another interesting finding from the study is that more people are now reading news websites, with online news traffic growing substantially over the past 12 months.
People are also spending more time on news websites – viewing more pages and reading more articles.
Trust is key
The primary reason that people trust adverts they see on news websites is that they trust the news websites these adverts appear on.
How much people trust the website or online platform an advert is on has a direct impact on the effectiveness of an advertising campaign.
As people trust news websites to deliver accurate and informative news, they are much more likely to trust the adverts they see while reading the news.
This results in the adverts having a stronger effect on a reader, as they let the message sink in.
“Next time you are running a marketing campaign, ask yourself on which websites do you want your message to appear. Try to appear in as many trustworthy websites as possible,” said the companies.