Digital media is quickly closing the gap on its offline advertising rivals

Consumer trust in online advertising grows

According to a new study from Nielsen, 92 per cent of consumers around the world say they trust earned media, such as word of mouth recommendations, above all other forms of advertising.

However, online consumer reviews are the second most trusted form, with 70 per cent of those polled indicating their trust – an increase of 15 per cent in just four years.

Nielsen's Global Trust in Advertising survey, which is based on data from 28,000 internet users from 56 countries, also found that digital media is quickly gaining on TV advertising.

While nearly half of those surveyed say they still trust paid television, magazine and newspaper ads, the level of confidence across the world declined by 24 per cent, 20 per cent and 25 per cent respectively since 2009.

Trust in online and mobile ads

The survey suggests that consumers have been increasingly trusting forms of online advertising, with:

  • 33 per cent believing the messages in online banner ads
  • 36 per cent reporting trust in online video ads
  • 40 per cent trusting the search engine ads
  • 36 per cent finding sponsored ads on social media sites credible

Mobile advertising was also examined in the survey, with one-third claiming they trust the banner and display ads that they see on their smartphones or tablets. A further 29 per cent trust mobile phone text ads, which is an increase of 21 per cent from 2009.

Randall Beard, global head of Advertiser Solutions at Nielsen, said: "The growth in trust for online search and display ads over the past four years should give marketers increased confidence in putting more of their ad dollars into this medium."

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