Essential Statistics

• Influencer marketing earned the highest trust score at 75%.
• Search ads follow closely with 68% trust among surveyed consumers.
• Print ads hold a 60% trust score, outperforming most digital channels.
• Social media ads are trusted by only 46% of respondents.
• TV ads come in at 37% trust, showing declining consumer confidence.
• Banner ads score the lowest at 16%, indicating strong skepticism around display ads.

Key Takeaways

• Influencer and search ads rank highest in consumer trust, making them prime channels to prioritize.
• Traditional print still maintains higher trust than many digital formats.
• Low trust in social, TV, and banner ads means these channels require stronger creative and messaging.
• Consumers reward authenticity, which explains why influencer content continues to outperform.
• Trust gaps matter because they directly affect click-through and conversion behavior.
• Advertisers should avoid relying heavily on low-trust channels for cold outreach.

Actionable Insights

Prioritize Influencer Partnerships

Lean into influencer campaigns because their high trust rating helps shorten the path to conversion.

Increase Investment in Search Ads

Search ads benefit from strong user intent and high trust, making them ideal for scalable acquisition.

Use Print to Strengthen Credibility

Deploy print selectively in industries where authority and validation drive purchase decisions.

Reevaluate Your Social Ad Mix

Improve targeting and creative to offset lower trust on social platforms.

Limit TV Spend to Brand Plays

TV can still help with broad awareness, but its low trust score means you should track performance closely.

Reserve Banner Ads for Retargeting

Display ads perform better with warm audiences who already know your brand.