“…while nearly half (47%) of consumers around the world say they trust paid television, magazine and newspaper ads, confidence declined by 24 percent, 20 percent and 25 percent respectively since 2009. Still, the majority of advertising dollars are spent on traditional or paid media, such as television”
Consumers know where they want to find validation and it isn’t where brands are spending their budgets. Despite the consistent drop of trust in ads, marketing spend is still heavily focused on areas that do not yield sales. Where do consumers look? To strangers. They trust complete strangers who use the products they’re considering over a brand at a staggering rate.
“92% consumers trust 3rd party over brand”
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