According to a Teads study, fake news drives users to quality media

Video advertising marketplace Teads announced the results of its global "In News We Trust" survey on Tuesday. Over 16,000 consumers in eight countries were surveyed to uncover current behavior and trends in news consumption and advertising amid the rise of fake news. This development also has an impact on the perception of advertising.

Quality influences memory

Remarkably, fake news has led to more than 75 percent of respondents consciously searching for high-quality and trustworthy sources. This development also has an impact on the perception of advertising. For 45% of respondents, the quality of the environment in which advertising messages are displayed has a significant influence on how well they remember an advertisement.

Several top Teads publishers have endorsed the company's latest research, including Slate, Flipboard, ESI, Trinity Mirror, Libération, L'Express, Speed, Piemme, Clarin, Der Tagesspiegel, Ströer, Excelsior (Grupo Imagen), El País, El Mundo, ABC and El Periódico and are firmly convinced that it is important to provide readers with high-quality and trustworthy news content and to create premium environments for advertisers.

News sites and TV as the preferred source

News continues to play an important role in consumers' lives. Half of the consumers surveyed obtain information at least one to five times a day. Online news publications (70 percent) and television programs (80 percent) are the preferred channels for those aged 35 to 54. Fifty-five percent of consumers in the US are more likely to read the news on their cell phones than 51 percent of consumers in the UK and Germany. Online news sites and TV emerged as favored sources among consumers. 59 percent of respondents pay close attention to news on the Internet and 51 percent to news on TV. In addition to the news, consumers also pay attention to advertising. 40 percent of respondents notice the advertising they see on TV, whereas 24 percent notice advertising in print and 29 percent in online news publications.

Consumers worldwide remember television advertising in particular. Young users pay attention to quality. 48% confirm that a high standard has a positive effect on their memory of the content.

Fake news increases mistrust of social media

Trust in news sources has become an important issue since the fake news debate. Social media channels are the most distrusted by respondents. Although social media channels are actively consumed and 62% of consumers actively view news on social media, only 11% of respondents trust advertising and brand content.

The distrust of social media becomes particularly clear when you look at the terms that respondents associate directly with a channel. For 26%, social media is associated with the term fake news and for 28% with sensationalism. In comparison, online news channels are associated with knowledge (35%), accuracy (22%) and influence (21%).

"Since the company was founded, Teads has continuously expanded its cooperation with the leading news providers worldwide. We understand the value of trusted content and know from our own experience that this is where advertisers can best reach high-involvement, relevant audiences," says Alex Savic, Managing Director CH/AT/CEE at Teads. "In the current geopolitical climate, brands may be avoiding appearing in the news environment. Our research clearly shows that this would be a mistake."

Mobile news consumption has also increased, as Flipboard's SVP of Revenue Strategy and Operations Nicole McCormack claims: "People are spending twice as much time on Flipboard as they did a year ago. News is increasingly becoming a core passion for our global audience (of 100MM+ monthly active). We've seen a 25 percent increase in news consumption in the last nine months alone, and we know that when brands reach people with a more open-minded, information-oriented mentality, advertising results improve."