Global Study Examines Differences in Perception Between Quality News Publications vs. Social Media
- Due to fake news, over 75 percent of consumers are more likely to seek out news sources they trust
- 26 percent of consumers associate the word “fake” with social media
- Over 45 percent of consumers cite quality as the biggest factor impacting how well they remember ads
(NEW YORK, NY, May 15, 2018) – Teads, the inventor of outstream video and the No. 1 video advertising marketplace in the world, today announced results from a new global survey, “In News We Trust.” Teads polled over 16,000 consumers in eight countries to uncover current attitudes and trends around news consumption and advertising amidst the rise of fake news. Notably, fake news has made over seventy-five percent of respondents more likely to seek out high quality, trustworthy news sites. Quality is also crucial when it comes to advertising, with over 45 percent of respondents citing quality as the biggest factor impacting how well they remember ads. Many of Teads’ top publishers have lent their support to the company’s latest research, including Slate, Flipboard, ESI, Trinity Mirror, Libération, L’Express, Speed, Piemme, Clarin, Der Tagesspiegel, Ströer, Excelsior (Grupo Imagen), El País, El Mundo, ABC, and El Periódico, all of whom firmly believe in the importance of delivering quality, trustworthy news content to readers and creating premium environments for advertisers.
News continues to play an important role in consumers’ lives, with the majority of consumers reading the news one to five times per day, leveraging mostly online and TV news sources to get the information they desire. Consumption of news is occurring across all devices. Fifty-five percent of consumers in the U.S. are more likely to read the news on their mobile phones compared to 51 percent of consumers from the UK.
Social media is considered to be one of the least trusted media types to consume news, as well as, advertising/brand content, with only 11 percent of respondents trusting advertising/brand content on social media. Globally, consumers believe social media to be sensationalized (28 percent) and fake (26 percent), whereas they believe online news publications are knowledgeable (35 percent) and accurate (22 percent).
When asked to what extent consumers are paying attention to the news across different mediums, online and TV emerged as the strongest, with 59 percent of respondents strongly paying attention to news online and 51 percent strongly paying attention to news on TV. Consumers are paying attention to more than just the news, 40 percent of respondents notice the advertising they see on TV, compared to 24 percent for print and 29 percent for online. Globally, consumers remember and trust advertising from TV more than any other medium. Yet when looking at the youth audience (16-24 years olds), online emerged as the top medium for which they trust and remember advertising.
“Since the inception of the company, Teads has prided itself on working with the most premium news outlets around the world. We understand the value of trusted content and know firsthand this is one of the best ways for advertisers to reach the most highly engaged, relevant audiences,” said Eric Shih, Global SVP of Business Development at Teads. “Given the current geopolitical climate, brands might be fearful about appearing next to news content, but we are very pleased that this study demonstrates that would be a mistake.”
Mobile news consumption is up too as Flipboard’s SVP of Revenue Strategy and Operations Nicole McCormack asserts, “People are spending twice as much time with Flipboard as they did a year ago with news increasingly becoming a core passion for our global audience [of 100MM+ monthly active users]. We’ve seen a 25 percent increase in news consumption in the past nine months alone and we know that advertising outcomes improve when brands are reaching people in more receptive, information-seeking mindsets.”
To download a copy of Teads’ study “In News We Trust”, please click here: http://info.teads.tv/in-news-we-trust-usa.
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NOTES TO EDITORS
- Teads commissioned independent market research company, Censuswide, to survey 16,000 consumers in February 2018. The respondents were polled from top markets across the globe who actively consume the news. Unless otherwise stated, all statistics referenced relate to this survey.
Teads, founded in 2011, is the inventor of outstream video advertising and No. 1 video advertising marketplace in the world (source: comScore). Publishers work with Teads to create brand new video inventory, monetizing it through their own sales force, Teads sales force or programmatic buying.
Teads’ outstream video and display advertising solutions encompass a series of formats inserted deep into media content, like the inRead format, displayed inside articles. It has been changing the game within the advertising industry by creating unprecedented levels of premium video inventory, which did not exist before.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services.
Teads has a team of over 670 employees, 120 of whom are on the innovation team, across 35 offices in 24 countries.
Nicole Matthews, Nicole.firstname.lastname@example.org, (408) 386-4244