Maybe it’s the appeal of Don Draper and the success of Mad Men, but trust in advertising is significantly higher than it was six years ago.
Trust in online advertising is increasing, as is the believability of television, radio and movie advertisements, according to a new global survey of 29,000 consumers in 59 countries by Nielsen in its 2013 Trust in Advertising report.
Word-of-mouth, branded websites and opinions of consumers showed the highest trust levels, while online advertisements in video form, on social networks and in online banners and display ads had the lowest trust levels among consumers.
Ads sent via mobile phone texts were the least trusted of all, even though the level of trust has doubled since the previous survey.
Television ads were in the top five most trusted mediums, and advertisements before movies showed one of the biggest increases. The only medium that showed a slight decrease in trust was newspaper ads (-2 percent).
Recommendations from people I know
Branded websites (owner ads)
Consumer opinions posted online
Editorial content in newspaper articles
Ads in newspapers
Ads in magazines
Billboards and outsides advertising
Email I signed up for
Ads before movies
TV program product placements
Ads in search engine results
Online video ads
Ads on social networks
Display ads on mobile devices
Online banner ads
Text ads on mobile phones