Nielsen just released the 2015 results of their Global Trust in Advertising poll. Overall, the numbers are slightly lower than they were in 2013. When you are trying to decide where to put your advertising dollars, you need to know what kind of content and what media people trust.
Nielson polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America.
What do people trust the most? "The most credible advertising comes straight from the people we know and trust," according to the report. "More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family." In 2013, 84% of respondents trusted the recommendations of friends and family.
Surprisingly, the next most trusted medium is owned media instead of earned. 70% of respondents trust branded websites.
The third most trusted source of information are consumer opinions posted online, which 66% of respondents trust, down 2% from 2013. Editorial content, such as newspaper or magazine articles, matches online consumer opinions with 66% .
63% of respondents trust TV ads, up 1% from 2013. While only 56% trust billboard ads.
Trust in paid online media is a bit lower than trust in traditional media. What are the most trusted online form after branded websites and consumer opinions online? Online video ads are trusted by 48%. Ads served in search engine results are trusted 47%. The lowest? Text ads on mobile phones.
According to the report, "Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines." As well, the poll found that humor resonated the most with Western audiences. Health-themed ads were most popular in Latin America. And ads depicting real life situations were most popular in Asia-Pacific, Africa and the Middle East.
images from Nielsen's report