• by Tanya Gazdik , June 11, 2024

When brand trust increases by just one point, the average consumer purchase intent increases by 34% in the automotive category. 

And when it comes to building that trust, reliability ranked as the top driver. 

That’s according to a new report from Vevo music video network, IPG Mediabrands' Magna unit and Initiative, an IPG media agency. 

The research, which explores the impact of brand trust across inclusive cohorts, surveyed nearly 5,000 U.S. consumers and tested 32 brands across the automotive, fast casual dining, finance and the OTC medications verticals. 

The report also reveals where automotive brands need to improve their communication, and how they rank against other verticals.

Advertising is a key way for brands to create connections and build brand trust, according to 76% of those surveyed. Almost half (48%) stated TV ads as the preferred channel of engagement to communicate brand messages and build trust. Other preferred channels include social media ads (33%), brand websites, (25%) and product placements (25%). 

Responsible media practices are the most effective way to build trust (65%). Placing ads next to/in content that is “reputable and safe to watch,” “supports diverse communities and creators” and is “representative of the world around me” are top examples, according to the study.

“No connection with me” is a key reason for brand distrust (38%), followed by “mishandled controversies,” “inauthentic” and “hard to find reviews.”

“It’s never been more critical for marketers to understand where, when, and how brand messages are reaching audiences across channels and demographics – and the findings of this study underpin the importance of brand trust in executing these messages in an effective and impactful way,” said Julie Triolo, senior vice president, marketing and research, Vevo, in a release.

Advancements within the digital advertising ecosystem have made performance marketing efforts both harder to execute and harder to measure, says Kara Manatt, executive vice president, intelligence solutions, Magna. 

Brands are being challenged to find ways to break through the crowded ecosystem and prove the value in their media spend across channels and environments.

“With a thorough understanding of audiences and the ways in which to reach them, brands can effectively build brand trust through advertising,” Manatt says in a release.