Nielsen: Word-of-Mouth Most Valuable Ad Platform - MediaPost Publications, 10/03/2007 Annotated
Seventy-eight percent of consumers say they trust other consumers' recommendations over all advertising/marketing avenues. Next in the trust line: Ads in newspapers, at a 63% score. Consumers' opinions from online blogs came in third at 61%. Brand Web sites were at 60%.
Of the 13 different ad platforms Nielsen surveyed, new digital platforms--including some of that group's biggest categories--took the last three spots. Search engine ads only generated a 34% trusting score; online banner ads were at 26%; and--dead last--was text ads on mobile phones.
Traditional media, on the whole, did much better than new digital platforms. Television and magazine were in the middle of the pack, each with a 56% score; Radio was at 54%; and brand sponsorships, at 49%.
TechCrunch And Huffington: Who Will Buy The Big Blogs?
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