Why Do We Trust Our Friends’ Recommendations?
The most credible form of advertising comes straight from the people we know and trust. Eighty-three percent of online respondents in 60 countries say they trust the recommendations of friends and family, according to the Nielsen Global Trust in Advertising Report released today. This level declined one percentage point from 2013 (84% in 58 countries).
Owned online channels are also among the most trusted advertising formats. Trust in advertising on branded websites increased one percentage point to 70% in 2015 as the second-most-trusted format, remaining in second place from 2013. Sixty-six percent of survey respondents indicate that they trust consumer opinions posted online, which rates third in 2015, down two percentage points from 2013. In addition, more than half of global respondents (56%) trust emails they signed up for, a level that is consistent with 2013.
While there isn’t one simple rule for maximizing advertising effectiveness in a saturated market, understanding how consumers feel about the ads served on the various media platforms they use every day is a good place to start.
“While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work—they don’t generate awareness or drive any lift in purchase intent,” said Randall Beard, President, Nielsen Expanded Verticals. “As consumers are in control of how they consume content and interact with brands more than ever, understanding ad resonance across screens is the only way to successfully drive memorability and brand lift today.”
Nielsen’s Global Trust in Advertising Survey polled 30,000 online respondents in 60 countries to gauge consumer sentiment in 19 forms of paid, earned and owned advertising mediums. The results identify the ad formats resonating most strongly with consumers and those that have room to grow.
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