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RESEARCH, ANALYSIS & TRENDS
In Quality We Trust!
With qualitative online research, United Internet Privacy issues are critical in the context of personalized
Media has found out which criteria influence users' trust content: users generally want to know which data is
in digital media and revealed the result that who collected for their personalized content and demand to
provides quality and reliability earns consumers’ trust. In remain master of their data and content. These
addition, the study In Quality We Trust examined which concerns can be resolved by providing transparency,
requirements users place on personalized content and such as by marking personalized content or setting up
how media environments can guarantee quality. features that temporarily disable both topic selection
and personalization.
Together with DCore, United Internet Media used an
innovative methodology: so-called insight communities Brand safety and advertising perception
allow deeper insights into the worlds of life and attitudes
of consumers by using qualitative building blocks such The study shows that from the user's point of view,
as forum, chat and open questions in a mix with brand safety results from the interaction of
quantitative elements. environment, creation, as well as suitable advertising
formats and messages. These factors determine the
Understanding of trust in the Internet perception of an ad by the user and ideally intertwine: if
the environment is appealing and structured, it has a
Debates around the quality of media have left their high-quality and positive effect on the perception of the
mark: 94% of the users surveyed rated the factor "trust advertising.
in the internet" as "very important" or "important".
Among the top 5 factors that inspire confidence in digital Emerging emotions when reading an article or seeing a
platforms are: "well-known and established video clip can also be transferred to the perception of
provider" (90%), "good functionality and user- the ads. However, the reverse is also true: too many
friendliness" (87%) and "reasonable advertising" (85%). ads and inappropriate formats, such as hard-to-close or
In addition, criteria such as "verification of content by inappropriate ads, can negatively impact perceptions of
other sources of information" (85%) and the environment.
"transparency" (84%), which means privacy policy,
imprint and contact information, essential for trusting "The results of the study give clear recommendations
Internet offers. for action: the trust of the users is gained by publishers
and advertisers through transparency, credibility of the
"Platforms that provide well-researched content, advertising medium and quality of content - editorial as
flawless usability and high transparency are considered well as advertising. The mix makes the difference,
particularly trustworthy," says Rasmus Giese, CEO of United Internet Media’s CEO says: “Sympathy and
United Internet Media. seriousness of the editorial environment in the interplay
with the ad placed there creates a positive brand
Evaluation and acceptance of personalized perception. ◊
content By Daniela La Marca
Personalized editorial contributions as inspiration and
guidance are generally welcome: especially, entertain-
ing and local topics, news or weather reports are
wanted by the respondents.
4 December 2018 - Customer Experience & Customer Journey