The idea of “trusted media outlet” has significantly changed over time. Whereas this phrase used to imply television and print media, today’s “trusted media outlet” increasingly means online ads.
This is the news from Nielsen’s Global Trust in Advertising Survey, which interviewed 28,000 online consumers in 56 countries throughout Asia Pacific, Europe, Latin America, the Middle East, Africa, and North America.
Here are some of the survey stats we find most interesting:
- 92% of consumers trust word-of-mouth recommendations.
- The trust in paid ads in traditional media outlets has declined by more than 20% since 2009.
- 33% of respondents say that they believe the messages they see in online banner ads, up from 26% from 2007.
- 40% of online consumers say they trust search ads.
- 36% trust the ads they see on social networking sites.
- 33% of respondents trust mobile banner ads.
- 29% trust mobile phone text ads.
- When it comes to relevant ads: search ads get the highest relevance rating (42%).
We want to know: What kinds of ads give you the best results?