Trust in traditional offline ad formats is still strong
Brussels – 30 September 2015 – The most credible form of advertising comes straight from the people we know and trust. Seventy-four percent of online respondents in Belgium say they trust the recommendations of friends and family, according to the Nielsen Global Trust in Advertising Report released today. This level increased two percentage points from 2013 (72%).
Owned online channels are also among the most trusted advertising formats. Fifty-six percent of survey respondents indicate that they trust consumer opinions posted online, which rates second in 2015, up two percentage points from 2013. In addition, more than half of Belgian respondents (54%) trust editorial content such as newspaper articles, decreasing one percentage point from 2013. Trust in advertising on branded websites decreased one percentage point to 49% in 2015 as the fourth-most-trusted format, remaining in fourth place from 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.
TRUST IN TRADITIONAL ADVERTISING STILL STRONG
Despite continued media fragmentation, the proliferation of online formats has not eroded trust in traditional (offline) paid channels. TV, newspapers and magazines remain trusted advertising formats. 40% of Belgian respondents say they completely or somewhat trust TV and magazine ads, both up two percentage points from 2013. Slightly fewer trust ads in newspapers (39%, down two points from two years ago).
Trust in paid online and mobile ads has stayed relatively consistent since 2013. 24% of Belgian respondents say they completely or somewhat trust online videos ads (down one percentage point from 2013), ads served in search engine results (33%, up four percentage points) and ads on social networks (23%, down three percentage points). One in five Belgian respondents trust online banner ads (no change from 2013) and mobile advertising (down one percentage point from 2013).
“Brands have been steadily increasing their digital ad spend as they get increasingly comfortable with digital advertising and measurement, but TV formats still deliver the highest unduplicated reach (i.e., the ad reaches each audience member only once) of 85%-90%,” said Beard. “While digital ads can offer considerable benefits—such as precision-focused campaigns, in-flight adjustments and more creative options—moving from TV to an all-display digital plan is a bold move for any marketer. Consider a mix of both offline and online channels for the best ROI.”
The Nielsen Global Survey of Trust in Advertising was conducted between Feb. 23 - March 13, 2015, and polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6%. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement, as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.