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A 2013 survey by Neilson.com looked at the trust factor in advertising. They based the trust factor on where the consumer saw the ad. While none was considered 100% trustworthy, word-of-mouth recommendations from a friend, which is considered earned advertising, was by far the most influential and effective form of advertising. Here is how they ranked:
Very High >80%
84% – Recommendations from People They Knew
High 79-60%
69% Branded Websites 68% Consumer Opinions Posted Online 67% Editorial Content such as Newspaper Articles 62% T.V. Ads 61% Brand Sponsorship 61% Ads in Newspapers 60% Ads in Magazines
Medium 59 -50%
57% Billboard Ads and Other Outdoor Advertising 57% Ads on the Radio 56% Emails They Signed Up For 56% Ads before Movies 55% TV Program Product Placements
Low <50% (It should be noted that the low category has made the most strides in recent years.)
48% Ads Served by Search Engine Results 48% Online Video Ads 48% Ads on Social Networks 45% Display Ads on Mobile Networks 42% Online Banner Ads 37% Text Ads on Mobile Phones
How does your advertising strategy stack up against the trust factor?
