Do you trust advertising?

Do you trust advertising?

Earning trust from your consumers is the ultimate goal for advertisers and is a sign of a successful campaign – but it’s not an easy thing to do. Nielsen conducted a report looking into the Trust in Advertising among consumers of both traditional advertising (TV, newspapers and radio) and new advertising (online & mobile).

The results were positive for advertisers showing that consumers are more trusting of advertising now than they were several years ago. The study revealed that trust in online advertising is increasing, as is trust in ads on TV, radio and movies.

The Nielsen study was conducted between February 18 and March 8, 2013, and polled more than 29,000 consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.

Here is a rundown of the stats from Nielsen’s latest Trust In Advertising report.

  • 84% of respondents said word-of-mouth recommendations is the most influential and trustworthy. 
  • The second most trusted format is that of advertising on branded websites which 69% said they trust – In 2007 this from of advertising ranked in fourth place, but now sits in second.
  • 68% indicated that they trust consumer opinions posted online. This form of advertising has moved up 7 percentage points from 2007.
  •  In addition to an increase in trust in messages on branded websites, more than half (56%) of respondents said they trust consumer-consented email messages, an increase of 7 percentage points since 2007.


Outdoor & Print 

57%  trust in billboards and outdoor advertising while 61% trust in brand sponsorship’s – a number that increased by 12% from 2007.

Newspaper ads were the only format to decline as 61% of respondents found newspaper ads credible in 2013, down from 63% percent in 2007.

Six-in-10 respondents trusted ads in magazines, a rise of 4 percentage points from 2007. Whilst editorial content such as newspaper articles (67%)



Television, Movies & Radio 

TV advertising continues to be among the most trusted forms of paid advertising among consumers, with trust among respondents being 62% compared to 56% in 2007.

55% of respondents trust TV program product placements 

56% of consumers trust before movie advertising. 

Radio advertising  has increased with 57% trusting this format



Almost half of respondents (48%) said they trust ads in search engine results, online video ads and ads on social networks.

More than four in 10 (42%) trust online banner ads, up from 26 percent in 2007.

45% of respondents surveyed believed display ads on mobile phones were credible

37% trusted text ads on mobile’s, up from 18 percent in 2007.




While TV and other traditional media remains the most trusted format for delivering marketing messages, globally consumers are now being influenced by new media and new devices such as online and their mobile phones. This presents new revenues for consumers to get information about your brand and product – so show yourself there!

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