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CONSUMER TRUST
IN EARNED ADVERTISING
GROWS IN IMPORTANCE
Trust in traditional paid advertising messages declines
Confidence in online and mobile advertising increases Regional variances offer global marketers opportunities Improved relevance in advertising has room to grow
The voice of fellow consumers continues to be strongly heard when it comes to the most trusted forms of advertising. Ninetytwo percent of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family, above all other forms of advertisingan increase of 18 percent since 2007, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Online consumer reviews are the second most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years. Nielsens Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries shows that while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011.
Still, the majority of advertising dollars are spent on traditional or paid media, such as television. In 2011, overall global ad spend saw a seven percent increase over 2010, according to Nielsens most recent Global AdView Pulse. This growth in spend was driven by a 10 percent increase in television advertising, with countries including the U.S. and China, attracting more advertising dollars versus the year prior. While brand marketers increasingly seek to deploy more effective advertising strategies, Nielsens survey shows that the continued proliferation of media messages may be impacting how well they resonate with their intended audiences on various platforms, said Randall Beard, global head, Advertiser Solutions at Nielsen. Although television advertising will remain a primary way marketers connect with audiences due to its unmatched reach compared to other media, consumers around the world continue to see recommendations from friends and online consumer opinions as by far the most credible. As a result, successful brand advertisers will seek ways to better connect with consumers and leverage their good-will in the form of consumer feedback and experiences.
Dont Trust Much/ At All 8% 30% 42% 42% 50% 53% 53% 53% 53% 54% 58% 59% 60% 60% 64% 64% 67% 67% 71%
Editorial content such as newspaper articles Branded Websites Emails I signed up for Ads on TV Brand sponsorships Ads in magazines Billboards and other outdoor advertising Ads in newspapers Ads on radio Ads before movies TV program product placements Ads served in search engine results Online video ads Ads on social networks Online banner ads Display ads on mobile devices Text ads on mobile phones
Source: Nielsen Global Trust in Advertising Survey, Q3 2011
92% 70% 58% 58% 50% 47% 47% 47% 47% 46% 42% 41% 40% 40% 36% 36% 33% 33% 29%
Recommendations from people I know Consumer opinions posted online Branded Websites Editorial content such as newspaper articles Emails I signed up for Brand sponsorships Ads on TV Ads in magazines Billboards and other outdoor advertising Ads in newspapers Ads on radio Ads before movies TV program product placements Ads served in search engine results Online video ads Ads on social networks Online banner ads Display ads (video or banner) on mobile devices (smartphones, tablet devices - i.e., iPad) Text (SMS) ads on mobile phones
92% 70% 58% 58% 50% 47% 47% 47% 47% 46% 42% 41% 40% 40% 36% 36% 33% 33% 29%
Latin America
69% 59% 62% 63% 63% 57% 61% 58% 58% 58% 57% 48% 49% 42% 39% 35%
Global Average
Recommendations from people I know Consumer opinions posted online Branded Websites Editorial content such as newspaper articles Emails I signed up for Brand sponsorships Ads on TV Ads in magazines Billboards and other outdoor advertising Ads in newspapers Ads on radio Ads before movies TV program product placements Ads served in search engine results Online video ads Ads on social networks Online banner ads Display ads (video or banner) on mobile devices (smartphones, tablet devices - i.e., iPad) Text (SMS) ads on mobile phones
92% 70% 58% 58% 50% 47% 47% 47% 47% 46% 42% 41% 40% 40% 36% 36% 33% 33% 29%
67% 51% 62% 57% 56% 59% 58% 50% 47% 52% 46% 44% 49% 42% 44% 40%
Global Average
Recommendations from people I know Consumer opinions posted online Branded Websites Editorial content such as newspaper articles Emails I signed up for Brand sponsorships Ads on TV Ads in magazines Billboards and other outdoor advertising Ads in newspapers Ads on radio Ads before movies TV program product placements Ads served in search engine results Online video ads Ads on social networks Online banner ads Display ads (video or banner) on mobile devices (smartphones, tablet devices - i.e., iPad) Text (SMS) ads on mobile phones
92% 70% 58% 58% 50% 47% 47% 47% 47% 46% 42% 41% 40% 40% 36% 36% 33% 33% 29%
Asia Pacic
53% 55% 54% 54% 55% 52% 47% 47% 46% 43% 42% 42% 39% 41% 35%
Global Average
90% 68% 52% 61% 55% 40% 46% 47% 41% 47% 45% 40% 35% 35% 31% 31% 28% 26% 25%
89% 64% 44% 48% 39% 30% 29% 28% 29% 28% 26% 25% 24% 29% 22% 22% 19% 18% 17%
Recommendations from people I know Consumer opinions posted online Branded Websites Editorial content such as newspaper articles Emails I signed up for Brand sponsorships Ads on TV Ads in magazines Billboards and other outdoor advertising Ads in newspapers Ads on radio Ads before movies TV program product placements Ads served in search engine results Online video ads Ads on social networks Online banner ads Display ads (video or banner) on mobile devices (smartphones, tablet devices - i.e., iPad) Text (SMS) ads on mobile phones
92% 70% 58% 58% 50% 47% 47% 47% 47% 46% 42% 41% 40% 40% 36% 36% 33% 33% 29%
Global Average
When looking for information about the products you want and need, to what extent are the following advertising most relevant to you?
Global Average
Highly/ Somewhat Irrelevant 10% 25% 41% 45% 49% 50% 54% 54% 54% 55% 58% 59% 61% 63% 64% 64% 67% 67% 69%
Editorial content such as newspaper articles Emails I signed up for Ads on TV Brand sponsorships Ads in newspapers Ads in magazines Billboards and other outdoor advertising Ads served in search engine results Ads on radio TV program product placements Ads before movies Online video ads Ads on social networks Online banner ads Display ads on mobile devices Text ads on mobile phones
Source: Nielsen Global Trust in Advertising Survey, Q3 2011
90% 75% 59% 55% 51% 50% 46% 46% 46% 45% 42% 41% 39% 37% 36% 36% 33% 33% 31%
36% 33%
43% 41%
21% 18%
EUROPE
36%
43%
20%
NORTH AMERICA
9
Asia
Middle
Latin
North
LATIN AMERICA
ASIA-PACIFIC
42%
48%
27%
MIDDLE EAST/AFRICA
50%
53%
39%
GLOBAL
Greece Hong Kong Hungary India Indonesia Ireland Israel Italy Japan Latvia Lithuania Malaysia Mexico Netherlands New Zealand Norway Pakistan Peru Philippines Poland Portugal
Romania Russia Saudi Arabia Singapore South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey United Arab Emirates United Kingdom Ukraine United States Venezuela Vietnam
About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
Copyright 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 12/4830