GroupM: ‘Consumer Trust In Digital Marketing Is Not As High As We Hoped’ (

by Steve McClellan @mp_mcclellan, Yesterday
WPP media arm GroupM is out with a new report on consumer trust in digital marketing that finds that more than half (56%) of those surveyed want more control over their data and that 60% said they are less inclined to use a product if the brand uses their data for any purpose.

The report, “Consumer Trust In Digital Marketing,” is based on a survey of 14,000 consumers in 23 countries.

On average, per the report, more consumers (by a margin of 2 to 1) say TV ads provide a more positive impression of brands than digital formats. And 64% would have a negative opinion of a brand with messaging next to inappropriate content.

More than one-third of consumers (37%) feel digital ads are too intrusive.
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