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             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
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