As marketers spend billions of dollars a year on advertising, effectiveness cannot be measured by impressions alone. Resonance is the holy grail of a successful campaign. In a market saturated with clutter, marketers need to reach audiences with advertising messages using the formats that make the most impact, and new findings from Nielsen reveal that trust in online advertising is increasing.The Nielsen Global Survey of Trust in Advertising polled more than 29,000 Internet respondents in 58 countries to measure consumer sentiment on 19 forms of paid, earned and owned advertising formats.
Word-of-mouth recommendations increased 6 percentage points from 78 percent in 2007, and owned advertising on branded websites increased 9 percentage points to 69 percent in 2013. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.