AOP commissioned the survey on behalf of members including Guardian Media Group, Telegraph, BSkyB, ITV, IPC Media, Bauer Media and Reed Business Information. Results are due later this year.

It is intended to build on earlier work by the AOP that looked at the value of the environment of original content websites in cultivating trust among content consumers and how that led to greater trust in advertising messages.

AOP director Lee Baker (pictured) said: “The topic of advertising effectiveness is a key area for the AOP and its members and we have invested heavily to ensure advertisers understand the value of the digital channel.”