Consumers Distrust Advertising: Trad Media Fares Better Than Digital

Watching-TV-Shutterstock-A1Consumers don't generally "trust" advertising -- but in certain advertising platforms combinations those trust numbers get better.

The worst results, Nielsen says, are from "text ads on mobile phones," which have a 71% "Don't Trust Much/At All" score. Online banner ads hit a 64% number, which is also the same untrustworthy number for  "ads on search engine results."

By way of comparison, some traditional media does a bit better: "Ads on TV" score a 53% untrustworthy mark; with product placements on TV at a distrusting 60%. Ads in magazines are at 53%, while ads on radio score 58%.

The best trusting results are drawn from general consumers' opinions and recommendations from "people I know" information -- where they hit a 70% and a 92% score, respectively, when it comes to "trust completely/somewhat."

Nielsen says there is a remedy to some of the negative feelings about advertising when marketers combine social and paid advertising. Looking at ads with and without a social layer, it discovered that purchase intent is much higher when adding a social component.

The report says: "Knowing that the advertised brand is liked by our friends builds trust." One example shows that social ads hit 55% better results in ad recall than non-social advertising results.

Looking at branded company sites -- owned media -- Nielsen says that in one example a brand's Web site, along with paid digital advertising, drove sales lift three times higher then of paid digital ads alone.

Nielsen recommends that marketers look at other combinations for positive results.

Image by Shutterstock

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