ReleaseNielsen Trust in Advertising

7/28/2019 ReleaseNielsen Trust in Advertising

1/6


2/6

Page 2 of 6

magazines witnessed a 14 percent drop to 59 percent and newspaper ads saw a 17 percent

fall to 60 percent. In 2009, the category of ads before movies had seen a significant gain in

consumer trust; however, in the latest survey, it dipped 12 percent; only 49 percent of

respondents trust this form of advertising.

Brand websites and editorial content such as newspaper articles maintain their place in the

top five with 75 percent each. But when it comes to brand sponsorships and outdoor

advertising including billboards, only 55 percent said they found them credible. Trust in radio

advertisements also took a knock, witnessing an 18 percent drop to 48 percent vis--vis the

2009 figure.

Trust in Online Ads

Thirty-six percent of global online consumers report trust in online video ads and 40 percent

say they believe ads viewed in search engine results. Sponsored ads on social networking

sites are deemed credible only by 36 percent of global respondents. However, in India, the

numbers are higher with 48 percent online consumers trusting online video ads and 52

percent believing ads viewed in search engine results. Sponsored ads on social networking

sites fare better with 54 percent of respondents trusting this form of advertising.

With ads on social networks fast catching up with traditional forms of advertising like TV,

Newspapers and magazines, advertisers would need to re-orient themselves to capitalize on

the growing number of online consumers and the proliferation of ecommerce, observes

Family.

Mobile ads: A non-starter?

Clocking just 43 percent, text ads on mobile phones, continue to be the least trusted form of

advertising by Indian respondents. The performance is marginally better when it comes to

display ads on mobile devices, which saw 47 percent trusting this form of advertising.

Ad Relevance

When considering ad relevance, once again, word-of-mouth from acquaintances and onlineconsumer reviews top the list with 92 percent and 82 percent respectively. Editorial content like

newspaper articles which 87 percent of respondents trusted as a form of advertising in 2009, saw a

decline with just 71 percent believing in its credibility.


3/6

Page 3 of 6

In this category too, display and text ads on mobile devices fared the poorest with just over 50

percent trusting them. Even globally, these two categories showed disappointing results. Nielsens

survey shows that there is huge potential for marketers in this space.

Its almost ironic, that the ubiquitous mobile device is at the bottom of the pile when it comes to being

a medium for ads. Advertisers need to rethink both content and dissemination strategies to be able to

leverage the true potential of a medium that has the potential for precision of reach and

personalization if used correctly, opined Family.

About the Nielsen Global Survey

The Nielsen Global Trust in Advertising Survey was conducted between August 31 and

September 16, 2011 and polled more than 28,000 online consumers in 56 countries

throughout Asia Pacific, Europe, Latin America, the Middle East, Africa and North America.

The sample has quotas based on age and sex for each country based on their Internet users,

and is weighted to be representative of Internet consumers and has a maximum margin of

error of 0.6%. This Nielsen survey is based on the behavior of respondents with online

access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting

standard of 60 percent Internet penetration or 10M online population for survey inclusion. The

Nielsen Global Survey was established in 2005.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading

market positions in marketing and consumer information, television and other media measurement,

online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence

in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.

**EOM**


4/6

Page 4 of 6

Tables & charts:

Chart 1:

Source: Nielsen

Chart 2:

Source: Nielsen


5/6

Page 5 of 6

Chart 3:

Source: Nielsen


6/6

Page 6 of 6

Chart 4:

Source: Nielsen

Documents

ReleaseNielsen Trust in Advertising