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How user trust in social media platforms could affect engagement with ads

How user trust in social media platforms could affect engagement with ads

Hotspex Media Team

How user trust in social media platforms could affect engagement with ads

TLDR
  • Building user trust is critical for social platforms and their advertisers; it affects how users feel on social media sites and may also impact whether users want to engage with ads there.
Brief

Strong majorities of survey respondents felt that the same three factors that most affect trust—Security (whether a platform protects user privacy and data), Legitimacy (whether a platform shows deceptive content), and Community (whether a platform provides a safe environment)—were either extremely or very impactful on their decision to engage with ads or sponsored content on a social platform. Notably, users felt these trust factors were more likely to impact whether they engage with ads on social media than factors directly tied to the quality of their ad experience or ad relevance. But the study suggests that advertisers do need to consider the state of user trust in their ad spending decisions. They should prioritize data privacy in both their own internal policies and in their advertising decisions. They should also consider voting with their dollars, choosing to support platforms that provide safe content environments over those that harm users.


What the latest changes to Google Search will mean for advertisers

TLDR
  • Taken together, these latest advances will enable entirely new ways to search by helping Google understand complex tasks and questions in ways never before possible.
Brief

Since the announcement of the Multitask Unified Model (MUM, for short) earlier this year, Google's consumer teams have been experimenting with its capabilities to help solve complex tasks. MUM is one of Google's first multimodal AI models, meaning it can understand information across a wide range of formats simultaneously — like text, image, and video. In addition, it can unlock information in new ways by inferring connections between concepts, topics, and ideas. Soon you’ll be able to use Google Lens to find better answers for complex tasks by sending a photo with a question directly to Google. Using MUM, Google could then surface “related topics” referenced in those videos and help you better understand the task in front of you. Now is the time for marketers to get ready for what’s next and explore how adopting automation can help build long-term resilience and growth for the future.


Streaming is about time spent: Netflix and YouTube are dominating

TLDR
  • Despite strong subscriber competition from established firms like Disney, new research suggests that Netflix and YouTube continue to dominate people’s attention with a 47% share of time spent watching.
Brief

Netflix and YouTube’s time spent is exceptionally strong even as new competitors from established TV giants, like Disney and subsidiary Hulu, have grown subscribers by around 50%. The new study compares the share of viewing hours between January 2020 and June 2021. It applies an extraordinarily wide definition to connected TV as the amount of subscriber time spent on a service via smart TV, streaming device, mobile, tablet, or PC. Netflix and YouTube continue to dominate with 26% share for Netflix with a subscriber increase of just 9%, and YouTube taking 21% of people’s viewing time. The core comparison is to Disney+ which despite 55% subscription growth in those 18 months has seen share of time decline from 5% to 4%. Hulu, which also saw strong subscriber growth at 41% has seen time share decline three percentage points to reach 13%.

  • Read the full article from WARC

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