In advertising, we trust.

In recent surveys, it turns out that 61% of Americans trust the advertising they see, and 72% view all advertising as honest.  A 16% jump from the last two years.  Meanwhile, only 32% of Americans trust the news.  The NEWS.

*sources:  Gallup, Axios

What does this mean?

Below are my predictions:

  • Media costs will skyrocket, again.
  • PR will be less effective.
  • Video ads will be the big winner.
  • Promoted content on news sites just lost ALL ITS VALUE.
  • Impressions mean something.  Remember the poll was about advertising they “see”.  The messages are getting through and they are deemed as truth.
  • Real-time metrics will become less meaningful.  Clicks this hour will not represent attention or trust.  They’ll be a reversal of economic impact measurement while the market works out the buying cycle to trust.

The advice:

  • Saddle up with emotionally connected, honest campaigns.  Really invest in high production quality.  Try hiring a consultant who can pull together a Cadillac crowd-source of talent.
  • Choose disruptive platforms.  Streaming shows with uninterrupted commercial time is a good bet.  Re-marketing pixels that deliver believable benefits on a repetition.
  • Double down on media spend.  Media buys should be your number one priority of the moment.  Shift budget from sources that are viewed as untrusted.
  • For the love of Pete, hire a media strategist that has been in the trenches longer than Facebook.  With this type of opportunity on the line, you should not be taking risks.  Just because someone knows how to push the buttons for your media campaign, does not mean they know “why” someone will or won’t respond.
  • Strategy and measurement will be very important.  Hire an agnostic party who is a media veteran and can guide and measure the process in a more modern way than web traffic, clicks and shares.

Good luck, it’s about to get real crazy out there for advertisers.  As always, if assistance is needed, give me a shout.

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Jennifer Barbee is a 22 year media veteran and advertising futurist.  She’s been named a Female Entrepreneur of the Year in Advertising & Media by the Stevie Awards and a Top 20 Mom in Business by StartUp Nation.

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