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BizReport : Advertising archives : September 19, 2013

Consumer trust in online advertising is second only to word-of-mouth

While word-of-mouth recommendations remain the most trusted and influential way for consumers to learn about brands, a new report from Nielsen finds that consumer trust in online advertising on branded websites is on the rise, too.

by Helen Leggatt

It's great news for advertisers. Nielsen's "Trust in Advertising 2013" report reveals that trust in advertising on branded websites is up 9% from 2007 to 69% and is now the second most-trusted format online.

With 84% of global respondents to Nielsen's survey rating word-of-mouth recommendations, from family and friends, as trustworthy, the channel retains its top position and, let's face it, it's a hard one to topple.

In third place, albeit almost on a par with online ads on branded websites, are consumer reviews with 68% trust, up 7% from 2007.

Across the board, text, search and banner ads all show a significant rise in trustworthiness compared with five years ago. However, ads in newspapers are the only form of advertising that showed a decrease in trust - down from 63% to 61%.

"While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands," said Randall Beard, global head, Advertiser Solutions at Nielsen. "On the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands, something that shouldn't go unnoticed by brand advertisers."

Image via Shutterstock

Tags: advertising, consumer reviews, newspaper advertising, survey, trust, word-of-mouth

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