Enviar pesquisa
Carregar
Nielsen trustin advertising global report april2012
•
1 gostou
•
380 visualizações
Dung Tri
Seguir
Denunciar
Compartilhar
Denunciar
Compartilhar
1 de 10
Baixar agora
Baixar para ler offline
Recomendados
PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRU...
PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRU...
LiveXtension
Next-Generation Campaign Section Title Validation & Optimization
Next-Generation Campaign Section Title Validation & Optimization
Vivastream
Cross media convergence
Cross media convergence
Springwood High School Media
Sprint's Next Generation Campaign Validation & Optimization
Sprint's Next Generation Campaign Validation & Optimization
Vivastream
Sprint's Next Generation Campaign Validation & Optimization
Sprint's Next Generation Campaign Validation & Optimization
Vivastream
Digital magazine ad_engagement
Digital magazine ad_engagement
Marketingfacts
Media mind in-stream_video
Media mind in-stream_video
AirlineCaseStudies
Bjorn Kaspring - IAB Germania - On-screen advertising has an implicit effect
Bjorn Kaspring - IAB Germania - On-screen advertising has an implicit effect
IABRomania
Recomendados
PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRU...
PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRU...
LiveXtension
Next-Generation Campaign Section Title Validation & Optimization
Next-Generation Campaign Section Title Validation & Optimization
Vivastream
Cross media convergence
Cross media convergence
Springwood High School Media
Sprint's Next Generation Campaign Validation & Optimization
Sprint's Next Generation Campaign Validation & Optimization
Vivastream
Sprint's Next Generation Campaign Validation & Optimization
Sprint's Next Generation Campaign Validation & Optimization
Vivastream
Digital magazine ad_engagement
Digital magazine ad_engagement
Marketingfacts
Media mind in-stream_video
Media mind in-stream_video
AirlineCaseStudies
Bjorn Kaspring - IAB Germania - On-screen advertising has an implicit effect
Bjorn Kaspring - IAB Germania - On-screen advertising has an implicit effect
IABRomania
DirecTV plansbook
DirecTV plansbook
Sierra Mascilak
Socialmedia roi
Socialmedia roi
Bijgespijkerd.nl
"Brand advertising and digital" an IAB Europe - White Paper
"Brand advertising and digital" an IAB Europe - White Paper
comms planning
Brand advertising and digital
Brand advertising and digital
WebAnalytika
2009.10.05 --e marketer---marketing-to-online-video-audience
2009.10.05 --e marketer---marketing-to-online-video-audience
Pietro Lambert
Nielsen. THE MOBILE ROADMAP
Nielsen. THE MOBILE ROADMAP
Dmytro Lysiuk
Overcoming challenges of implementing mobile audience measurement studies in ...
Overcoming challenges of implementing mobile audience measurement studies in ...
Merlien Institute
Syncapse Increasing Campaign Effectiveness With Social Media
Syncapse Increasing Campaign Effectiveness With Social Media
Andrew Ballenthin
Generation z rejects traditional TV
Generation z rejects traditional TV
Value Partners
Com score how_multi-screen_consumers_are_changing_media_dynamics
Com score how_multi-screen_consumers_are_changing_media_dynamics
中文互联网数据研究资讯中心--199it
FEED vs READ: Impact of Scroll Velocity
FEED vs READ: Impact of Scroll Velocity
Filipp Paster
Sobol
Sobol
TUESDAY Business Network
Customer Engagement with Social Media
Customer Engagement with Social Media
Banyapon Poolsawas
AdoTube Format Index Q3 2011
AdoTube Format Index Q3 2011
Steven B. Jones
Nielsen Measuring Social Media
Nielsen Measuring Social Media
Julie Benlolo
AdReaction 2012: Navigating the mobile landscape
AdReaction 2012: Navigating the mobile landscape
Newsworks
Le coupon mobile aux US selon RadiumOne
Le coupon mobile aux US selon RadiumOne
Bertrand Jonquois
Towards more transparency in online video
Towards more transparency in online video
World Federation of Advertisers (WFA)
Contra la violencia de genero
Contra la violencia de genero
Panchobordon
EXAMENES ARQUITECTURA (5) Ing.Civil
EXAMENES ARQUITECTURA (5) Ing.Civil
José Víctor Becerra Cotrina
Preliminary draft
Preliminary draft
llivyll
4.1.6
4.1.6
shaplacm
Mais conteúdo relacionado
Mais procurados
DirecTV plansbook
DirecTV plansbook
Sierra Mascilak
Socialmedia roi
Socialmedia roi
Bijgespijkerd.nl
"Brand advertising and digital" an IAB Europe - White Paper
"Brand advertising and digital" an IAB Europe - White Paper
comms planning
Brand advertising and digital
Brand advertising and digital
WebAnalytika
2009.10.05 --e marketer---marketing-to-online-video-audience
2009.10.05 --e marketer---marketing-to-online-video-audience
Pietro Lambert
Nielsen. THE MOBILE ROADMAP
Nielsen. THE MOBILE ROADMAP
Dmytro Lysiuk
Overcoming challenges of implementing mobile audience measurement studies in ...
Overcoming challenges of implementing mobile audience measurement studies in ...
Merlien Institute
Syncapse Increasing Campaign Effectiveness With Social Media
Syncapse Increasing Campaign Effectiveness With Social Media
Andrew Ballenthin
Generation z rejects traditional TV
Generation z rejects traditional TV
Value Partners
Com score how_multi-screen_consumers_are_changing_media_dynamics
Com score how_multi-screen_consumers_are_changing_media_dynamics
中文互联网数据研究资讯中心--199it
FEED vs READ: Impact of Scroll Velocity
FEED vs READ: Impact of Scroll Velocity
Filipp Paster
Sobol
Sobol
TUESDAY Business Network
Customer Engagement with Social Media
Customer Engagement with Social Media
Banyapon Poolsawas
AdoTube Format Index Q3 2011
AdoTube Format Index Q3 2011
Steven B. Jones
Nielsen Measuring Social Media
Nielsen Measuring Social Media
Julie Benlolo
AdReaction 2012: Navigating the mobile landscape
AdReaction 2012: Navigating the mobile landscape
Newsworks
Le coupon mobile aux US selon RadiumOne
Le coupon mobile aux US selon RadiumOne
Bertrand Jonquois
Towards more transparency in online video
Towards more transparency in online video
World Federation of Advertisers (WFA)
Mais procurados
(18)
DirecTV plansbook
DirecTV plansbook
Socialmedia roi
Socialmedia roi
"Brand advertising and digital" an IAB Europe - White Paper
"Brand advertising and digital" an IAB Europe - White Paper
Brand advertising and digital
Brand advertising and digital
2009.10.05 --e marketer---marketing-to-online-video-audience
2009.10.05 --e marketer---marketing-to-online-video-audience
Nielsen. THE MOBILE ROADMAP
Nielsen. THE MOBILE ROADMAP
Overcoming challenges of implementing mobile audience measurement studies in ...
Overcoming challenges of implementing mobile audience measurement studies in ...
Syncapse Increasing Campaign Effectiveness With Social Media
Syncapse Increasing Campaign Effectiveness With Social Media
Generation z rejects traditional TV
Generation z rejects traditional TV
Com score how_multi-screen_consumers_are_changing_media_dynamics
Com score how_multi-screen_consumers_are_changing_media_dynamics
FEED vs READ: Impact of Scroll Velocity
FEED vs READ: Impact of Scroll Velocity
Sobol
Sobol
Customer Engagement with Social Media
Customer Engagement with Social Media
AdoTube Format Index Q3 2011
AdoTube Format Index Q3 2011
Nielsen Measuring Social Media
Nielsen Measuring Social Media
AdReaction 2012: Navigating the mobile landscape
AdReaction 2012: Navigating the mobile landscape
Le coupon mobile aux US selon RadiumOne
Le coupon mobile aux US selon RadiumOne
Towards more transparency in online video
Towards more transparency in online video
Destaque
Contra la violencia de genero
Contra la violencia de genero
Panchobordon
EXAMENES ARQUITECTURA (5) Ing.Civil
EXAMENES ARQUITECTURA (5) Ing.Civil
José Víctor Becerra Cotrina
Preliminary draft
Preliminary draft
llivyll
4.1.6
4.1.6
shaplacm
24.第七天.香波堡.羅亞河農莊
24.第七天.香波堡.羅亞河農莊
溫秀嬌
Kompas aku indonesia
Kompas aku indonesia
Muhammad Rizqi Tri Azhariyadi
International Play Company
International Play Company
International Play Company, www.iplayco.com
Destaque
(7)
Contra la violencia de genero
Contra la violencia de genero
EXAMENES ARQUITECTURA (5) Ing.Civil
EXAMENES ARQUITECTURA (5) Ing.Civil
Preliminary draft
Preliminary draft
4.1.6
4.1.6
24.第七天.香波堡.羅亞河農莊
24.第七天.香波堡.羅亞河農莊
Kompas aku indonesia
Kompas aku indonesia
International Play Company
International Play Company
Semelhante a Nielsen trustin advertising global report april2012
7 effective strategies to use social media for your business
7 effective strategies to use social media for your business
Milena Regos
Global trust in advertising report, Nielsen 2013
Global trust in advertising report, Nielsen 2013
IAB México
Omma display 1245 pam horan
Omma display 1245 pam horan
MediaPost
Nielsen Global Survey of Trust in Advertising. 2013
Nielsen Global Survey of Trust in Advertising. 2013
Svetlana Artyukhova
Nielsen global trust in advertising report
Nielsen global trust in advertising report
Música & Mercado
Global Trust in Advertising Report Nielsen 2013
Global Trust in Advertising Report Nielsen 2013
Dung Tri
Global Trust in Advertising Survey 2013
Global Trust in Advertising Survey 2013
reputably
כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן...
כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן...
Benady New Media
Build your business through social media
Build your business through social media
Milena Regos
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
Digiday
2009 10 e-marketer_marketing_to_the_online_video_audience
2009 10 e-marketer_marketing_to_the_online_video_audience
Pietro Lambert
Global Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by Nielsen
Victor Kong
Tap Into Social Media To Grow Your Business
Tap Into Social Media To Grow Your Business
MediaSauce
Marketers’ and consumers’ attitudes and perceptions of branded content
Marketers’ and consumers’ attitudes and perceptions of branded content
Nino Di Cara
How Kellogg's Brands Work Their Digital Strategies
How Kellogg's Brands Work Their Digital Strategies
iMedia Connection
How Content Amplifies the Persuasiveness of Advertising
How Content Amplifies the Persuasiveness of Advertising
The Advertising Research Foundation
Word of Mouth Marketing: The Stats, Strategies & Trends You Need to Know
Word of Mouth Marketing: The Stats, Strategies & Trends You Need to Know
BSI
Presentación de Gian Fulgoni en IAB Conecta 2012
Presentación de Gian Fulgoni en IAB Conecta 2012
IAB México
Optimising integrated campaigns in Asia Pacific
Optimising integrated campaigns in Asia Pacific
Kantar
Digital Advertising Trends 2021 – Mid-Year Report
Digital Advertising Trends 2021 – Mid-Year Report
Jomer Gregorio
Semelhante a Nielsen trustin advertising global report april2012
(20)
7 effective strategies to use social media for your business
7 effective strategies to use social media for your business
Global trust in advertising report, Nielsen 2013
Global trust in advertising report, Nielsen 2013
Omma display 1245 pam horan
Omma display 1245 pam horan
Nielsen Global Survey of Trust in Advertising. 2013
Nielsen Global Survey of Trust in Advertising. 2013
Nielsen global trust in advertising report
Nielsen global trust in advertising report
Global Trust in Advertising Report Nielsen 2013
Global Trust in Advertising Report Nielsen 2013
Global Trust in Advertising Survey 2013
Global Trust in Advertising Survey 2013
כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן...
כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן...
Build your business through social media
Build your business through social media
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
2009 10 e-marketer_marketing_to_the_online_video_audience
2009 10 e-marketer_marketing_to_the_online_video_audience
Global Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by Nielsen
Tap Into Social Media To Grow Your Business
Tap Into Social Media To Grow Your Business
Marketers’ and consumers’ attitudes and perceptions of branded content
Marketers’ and consumers’ attitudes and perceptions of branded content
How Kellogg's Brands Work Their Digital Strategies
How Kellogg's Brands Work Their Digital Strategies
How Content Amplifies the Persuasiveness of Advertising
How Content Amplifies the Persuasiveness of Advertising
Word of Mouth Marketing: The Stats, Strategies & Trends You Need to Know
Word of Mouth Marketing: The Stats, Strategies & Trends You Need to Know
Presentación de Gian Fulgoni en IAB Conecta 2012
Presentación de Gian Fulgoni en IAB Conecta 2012
Optimising integrated campaigns in Asia Pacific
Optimising integrated campaigns in Asia Pacific
Digital Advertising Trends 2021 – Mid-Year Report
Digital Advertising Trends 2021 – Mid-Year Report
Mais de Dung Tri
Marketing Attribution: Valuing The Customer Journey
Marketing Attribution: Valuing The Customer Journey
Dung Tri
Moore corp - Viet nam Digital Landscape Q3 2015
Moore corp - Viet nam Digital Landscape Q3 2015
Dung Tri
Digital Advertising Overview
Digital Advertising Overview
Dung Tri
Online Display Advertising
Online Display Advertising
Dung Tri
Social Media Marketing
Social Media Marketing
Dung Tri
Quá trinh mua sắm của người tiêu dùng
Quá trinh mua sắm của người tiêu dùng
Dung Tri
The Essential Guide to Marketing in a Digital World - 5th
The Essential Guide to Marketing in a Digital World - 5th
Dung Tri
Customer-Centric Marketing
Customer-Centric Marketing
Dung Tri
Consumer Decision Jouney - Moore Corp - 72015
Consumer Decision Jouney - Moore Corp - 72015
Dung Tri
Global Digital Landscape Report - Neilsen 32015
Global Digital Landscape Report - Neilsen 32015
Dung Tri
Vietnam Online Tour Booking Report - Mar2015
Vietnam Online Tour Booking Report - Mar2015
Dung Tri
Winning and Retaining the Digital Consumer - Accenture
Winning and Retaining the Digital Consumer - Accenture
Dung Tri
Millward Brown Adreaction 2014 Global
Millward Brown Adreaction 2014 Global
Dung Tri
Vietnam Digital Landscape 2015
Vietnam Digital Landscape 2015
Dung Tri
M-commerce in Aisa - Ericsson 2014
M-commerce in Aisa - Ericsson 2014
Dung Tri
State of Mobile Commerce - Criteo 2014
State of Mobile Commerce - Criteo 2014
Dung Tri
Thuong mai dien tu tren nen tang di dong tai Viet Nam - Vecita 2014
Thuong mai dien tu tren nen tang di dong tai Viet Nam - Vecita 2014
Dung Tri
Global Mobile Commerce - Criteo report Q42014
Global Mobile Commerce - Criteo report Q42014
Dung Tri
Vietnam Consumer Landscape 2015
Vietnam Consumer Landscape 2015
Dung Tri
Thương mại điện tử Việt Nam 2014
Thương mại điện tử Việt Nam 2014
Dung Tri
Mais de Dung Tri
(20)
Marketing Attribution: Valuing The Customer Journey
Marketing Attribution: Valuing The Customer Journey
Moore corp - Viet nam Digital Landscape Q3 2015
Moore corp - Viet nam Digital Landscape Q3 2015
Digital Advertising Overview
Digital Advertising Overview
Online Display Advertising
Online Display Advertising
Social Media Marketing
Social Media Marketing
Quá trinh mua sắm của người tiêu dùng
Quá trinh mua sắm của người tiêu dùng
The Essential Guide to Marketing in a Digital World - 5th
The Essential Guide to Marketing in a Digital World - 5th
Customer-Centric Marketing
Customer-Centric Marketing
Consumer Decision Jouney - Moore Corp - 72015
Consumer Decision Jouney - Moore Corp - 72015
Global Digital Landscape Report - Neilsen 32015
Global Digital Landscape Report - Neilsen 32015
Vietnam Online Tour Booking Report - Mar2015
Vietnam Online Tour Booking Report - Mar2015
Winning and Retaining the Digital Consumer - Accenture
Winning and Retaining the Digital Consumer - Accenture
Millward Brown Adreaction 2014 Global
Millward Brown Adreaction 2014 Global
Vietnam Digital Landscape 2015
Vietnam Digital Landscape 2015
M-commerce in Aisa - Ericsson 2014
M-commerce in Aisa - Ericsson 2014
State of Mobile Commerce - Criteo 2014
State of Mobile Commerce - Criteo 2014
Thuong mai dien tu tren nen tang di dong tai Viet Nam - Vecita 2014
Thuong mai dien tu tren nen tang di dong tai Viet Nam - Vecita 2014
Global Mobile Commerce - Criteo report Q42014
Global Mobile Commerce - Criteo report Q42014
Vietnam Consumer Landscape 2015
Vietnam Consumer Landscape 2015
Thương mại điện tử Việt Nam 2014
Thương mại điện tử Việt Nam 2014
Nielsen trustin advertising global report april2012
1.
A Nielsen Report
Global Trust in Advertising and Brand Messages April 2012
2.
CONSUMER TRUST
IN “EARNED” ADVERTISING GROWS IN IMPORTANCE Earned media sources remain most credible 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 Still, the majority of advertising dollars are spent on traditional when it comes to the most trusted forms of advertising. Ninety- or paid media, such as television. In 2011, overall global ad spend two percent of consumers around the world say they trust saw a seven percent increase over 2010, according to Nielsen’s earned media, such as word-of-mouth or recommendations most recent Global AdView Pulse. This growth in spend was driven from friends and family, above all other forms of advertising—an by a 10 percent increase in television advertising, with countries increase of 18 percent since 2007, according to a new study including the U.S. and China, attracting more advertising dollars from Nielsen, a leading global provider of information versus the year prior. and insights into what consumers watch and buy. Online “While brand marketers increasingly seek to deploy more effective consumer reviews are the second most trusted source of advertising strategies, Nielsen’s survey shows that the continued brand information and messaging, with 70 percent of global proliferation of media messages may be impacting how well they consumers surveyed online indicating they trust messages on resonate with their intended audiences on various platforms,” this platform, an increase of 15 percent in four years. said Randall Beard, global head, Advertiser Solutions at Nielsen. Nielsen’s Global Trust in Advertising Survey of more than “Although television advertising will remain a primary way 28,000 Internet respondents in 56 countries shows that while marketers connect with audiences due to its unmatched reach nearly half of consumers around the world say they trust compared to other media, consumers around the world continue to television (47%), magazine (47%) and newspaper ads (46%), see recommendations from friends and online consumer opinions confidence declined by 24 percent, 20 percent and 25 percent, as by far the most credible. As a result, successful brand advertisers respectively, between 2009 and 2011. will seek ways to better connect with consumers and leverage their good-will in the form of consumer feedback and experiences.” 2 Copyright © 2012 The Nielsen Company.
3.
Trust in online,
social and mobile ads Nearly six-in-10 global online consumers (58%) trust messages “The growth in trust for online search and display ads over the past found on company websites, and half trust consumer-consented four years should give marketers increased confidence in putting email messages. On the Web, four-in-10 respondents rely on ads more of their ad dollars into this medium,” said Beard. “Many served alongside search engine results, 36 percent trust online companies are already increasing their paid advertising activity video advertisements, and one-third believe the messages in online on social networking sites, in part due to the high level of trust banner ads—an increase of 27 percent since 2007. Sponsored ads on consumers place in friends’ recommendations and online opinions.” social networks, a new format included in the 2011 Nielsen survey, In fact, a recent Nielsen analysis of 79 campaigns on Facebook are credible among 36 percent of global respondents. over six months showed that, on average, social ads—those that Display ads (video or banner) on mobile devices such as tablets and are served to users who have friends that are fans of or have smartphones are trusted by one-third of global respondents, which interacted with the advertised brand and prominently call the is slightly higher than the reported consumer trust level of text ads relationship out—generate a 55 percent greater lift in ad recall on mobile phones (29%). While the reported consumer trust level than non-social ads. “This is further evidence that brands should in mobile phone advertising is still low, it increased 61 percent since be watching this emerging ad channel closely as it continues to 2007 and 21 percent since 2009. grow,” continued Beard. To what extent do you trust the following forms of advertising? Global Average Trust Completely/ Don’t Trust Much/ Somewhat At All Recommendations from people I know 92% 8% Consumer opinions posted online 70% 30% Editorial content such as newspaper articles 58% 42% Branded Websites 58% 42% Emails I signed up for 50% 50% Ads on TV 47% 53% Brand sponsorships 47% 53% Ads in magazines 47% 53% Billboards and other outdoor advertising 47% 53% Ads in newspapers 46% 54% Ads on radio 42% 58% Ads before movies 41% 59% TV program product placements 40% 60% Ads served in search engine results 40% 60% Online video ads 36% 64% Ads on social networks 36% 64% Online banner ads 33% 67% Display ads on mobile devices 33% 67% Text ads on mobile phones 29% 71% Source: Nielsen Global Trust in Advertising Survey, Q3 2011 Copyright © 2012 The Nielsen Company. 3
4.
Latin American consumers
report highest levels of trust Consumers in Latin America reported the highest levels of trust Almost seven-in-10 (67%) Brazilians trust ads served in search across 17 of 19 earned, paid and owned advertising methods engine results—the highest reported level of trust for this format. reviewed, compared to other regions. Whether traditional TV ads Mexico also reported a strong following, with 57 percent finding or emerging online ad formats, Latin American consumers reported these ads credible, compared to a global average of 40 percent. trust levels that exceeded the global average. Over 60 percent of Furthermore, trust in advertisements on social networks is reported Latin American respondents trust the content in TV, magazine, and by over half of online Peruvians (55%), Venezuelans (53%), newspaper ads. Brazilians (52%), and Mexicans (52%). To what extent do you trust the following forms of advertising/recommendation? (Percentage of respondents answering "trust completely" or "trust somewhat") 92% Recommendations from people I know 92% 58% Consumer opinions posted online 70% 73% Branded Websites 58% 69% Editorial content such as newspaper articles 58% Latin America 59% Emails I signed up for 50% 62% Brand sponsorships 47% 63% Ads on TV 47% 63% Ads in magazines 47% 57% Billboards and other outdoor advertising 47% Global 61% Ads in newspapers 46% Average 58% Ads on radio 42% 58% Ads before movies 41% 58% TV program product placements 40% 57% Ads served in search engine results 40% 48% Online video ads 36% 49% Ads on social networks 36% 42% Online banner ads 33% Display ads (video or banner) on mobile devices 39% (smartphones, tablet devices - i.e., iPad) 33% 35% Text (SMS) ads on mobile phones 29% Source: Nielsen Global Trust in Advertising Survey, Q3 2011 4 Copyright © 2012 The Nielsen Company.
5.
Trust in mobile
phone ads is strongest in Middle East/Africa Online respondents from the Middle East/Africa region exhibit region. In Saudi Arabia and the United Arab Emirates, just under half higher receptivity than other regions to brand messages in specific of consumers find text ads trustworthy. Trust levels are also high in ad formats, including outdoor advertising and display/text ads Egypt (42%) and Pakistan (35%). on mobile phones. Almost 60 percent of Middle East/Africa Of the paid/earned/owned ad formats reviewed, confidence in respondents trust billboards and outdoor advertising, compared to branded websites is highest in the Middle East/Africa at 71 percent 47 percent globally. (outranking consumer opinions posted online at 69%), followed by Fully 40 percent of Middle East/Africa respondents indicate trust in editorial content in newspapers (67%), brand sponsorships (62%), text ads on mobile phones, compared to the global average of 29 billboards/outdoor advertising (59%) and ads in newspapers (58%). percent, representing an opportunity for mobile marketers in the To what extent do you trust the following forms of advertising/recommendation? (Percentage of respondents answering "trust completely" or "trust somewhat") 90% Recommendations from people I know 92% 69% Consumer opinions posted online 70% 71% Branded Websites 58% 67% Editorial content such as newspaper articles 58% Middle East/ Africa 51% Emails I signed up for 50% 62% Brand sponsorships 47% 57% Ads on TV 47% 56% Ads in magazines 47% 59% Billboards and other outdoor advertising 47% Global 58% Ads in newspapers 46% Average 50% Ads on radio 42% 47% Ads before movies 41% 52% TV program product placements 40% 46% Ads served in search engine results 40% 44% Online video ads 36% 49% Ads on social networks 36% 42% Online banner ads 33% Display ads (video or banner) on mobile devices 44% (smartphones, tablet devices - i.e., iPad) 33% 40% Text (SMS) ads on mobile phones 29% Source: Nielsen Global Trust in Advertising Survey, Q3 2011 Copyright © 2012 The Nielsen Company. 5
6.
Earned media credibility
is highest in Asia-Pacific Respondents in Asia-Pacific place a higher level of trust in all 36 percent. Well over half of Indonesians, Japanese, and Filipino 19 advertising and messaging formats surveyed compared consumers consider TV ad messages trustworthy and are among to the global average. And confidence in earned media, such the most trusting of TV ads in the study. as recommendations from friends and family and consumer We know, from previous Nielsen studies that television opinions posted online, are the highest among all other regions advertising is highly effective as a means of raising awareness, in at 94 percent and 76 percent, respectively. fact it ranks second only to in-store promotion,” said David Webb, Consumers in China, the Philippines, and India are consistently managing director, Advertiser Solutions, Asia-Pacific. “Within among the top 10 most trusting countries for several advertising many markets in Asia, the effectiveness of television advertising message formats. At 97 percent, nearly all Chinese respondents is further enhanced by the extent to which consumers in the say they trust recommendations from acquaintances and 83 region view television—consumers in Asia watch more television percent indicate they rely on consumer opinions online. than those in most other regions globally—thereby giving them a higher exposure to television advertisements.” In India, more than half (54%) of consumers report ads on social networks as credible—compared to the global average of To what extent do you trust the following forms of advertising/recommendation? (Percentage of respondents answering "trust completely" or "trust somewhat") 94% Recommendations from people I know 92% 76% Consumer opinions posted online 70% 63% Branded Websites 58% 61% Editorial content such as newspaper articles 58% Asia Pacific 53% Emails I signed up for 50% 55% Brand sponsorships 47% 54% Ads on TV 47% 54% Ads in magazines 47% 55% Billboards and other outdoor advertising 47% Global 52% Ads in newspapers 46% Average 47% Ads on radio 42% 47% Ads before movies 41% 46% TV program product placements 40% 43% Ads served in search engine results 40% 42% Online video ads 36% 42% Ads on social networks 36% 39% Online banner ads 33% Display ads (video or banner) on mobile devices 41% (smartphones, tablet devices - i.e., iPad) 33% 35% Text (SMS) ads on mobile phones 29% Source: Nielsen Global Trust in Advertising Survey, Q3 2011 6 Copyright © 2012 The Nielsen Company.
7.
North Americans and
Europeans report most skepticism North American consumers report high levels of trust in impartial marketers in deciding where to place their advertising dollars to sources, such as recommendations from friends and family (90%), get the greatest ROI. That’s why methods such as market mix consumer opinions posted online (68%) and editorial content modeling and single source measurement to determine reach from newspapers (61%). About half of North American consumers and effectiveness by media platform are so important to helping trust consented emails (55%), content on brand websites (52%), answer the ever present questions of how much to spend and how television ads (46%), print ads in newspapers and magazines to allocate across which platforms.” (47%), and radio ads (45%). European respondents report the lowest levels of trust in all but one About one-third of North Americans trust the content in social advertising/messaging format—consumer opinions posted online, media and online video ads (31%), and in ads served in search engine which was among the lowest reported at 64 percent. About three in results (35%). Roughly one-fourth of North American respondents 10 European respondents report trust in ad content found in TV ads, consider online banner ads (28%), display ads on smartphones and print ads, outdoor billboards, and Internet search results. tablet devices (26%) and text ads on mobile phones (25%) credible. Fewer European consumers find online video ads (22%) or display “Despite the fact that North Americans are fairly skeptical when ads on smartphones/tablet devices (18%) credible, and 17 percent it comes to advertising, the study results show that traditional say they trust text ads on mobile phones. Messages found in forms of media are viewed as credible by many consumers,” impartial sources, such as editorial coverage in a newspaper (48%) said Beard. “While this is good news, it presents a dilemma for or consumer opinions online (64%) are found to be more effective. To what extent do you trust the following forms of advertising/recommendation? (Percentage of respondents answering "trust completely" or "trust somewhat") 90% 89% Recommendations from people I know 92% 68% 64% Consumer opinions posted online 70% 52% 44% Branded Websites 58% 61% 48% Editorial content such as newspaper articles 58% 55% 39% Emails I signed up for 50% North America/ Europe 40% 30% Brand sponsorships 47% 46% 29% Ads on TV 47% 47% 28% Ads in magazines 47% 41% 29% Billboards and other outdoor advertising 47% Global 47% 28% Ads in newspapers 46% Average 45% 26% Ads on radio 42% 40% 25% Ads before movies 41% 35% 24% TV program product placements 40% 35% 29% Ads served in search engine results 40% 31% 22% Online video ads 36% 31% 22% Ads on social networks 36% 28% 19% Online banner ads 33% Display ads (video or banner) on mobile devices 26% 18% (smartphones, tablet devices - i.e., iPad) 33% 25% 17% Text (SMS) ads on mobile phones 29% Source: Nielsen Global Trust in Advertising Survey, Q3 2011 Copyright © 2012 The Nielsen Company. 7
8.
Relevant advertising has
room to grow As marketers strive to reach consumers with effective ads, often mirrored trust responses, indicating there is room for particularly in today’s fragmented media environment, relevancy improvement by marketers to make a more personal connection counts. One sure way to boost advertising ROI is to ensure with consumers. messaging resonates with audiences. Highest reported relevance levels are found in media where the In addition to asking respondents to what extent they trust consumer is actively seeking information, such as on branded various forms of advertising, the survey also examined which websites, online consumer opinions, or solicited emails. On paid advertising and brand messaging platforms are most relevant. media platforms, global consumer-rated relevance levels start By this measure, the survey found that relevancy results around 50 percent and trend downward. 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/ Highly/ Somewhat Relevant Somewhat Irrelevant Recommendations from people I know 90% 10% Consumer opinions posted online 75% 25% Branded Websites 59% 41% Editorial content such as newspaper articles 55% 45% Emails I signed up for 51% 49% Ads on TV 50% 50% Brand sponsorships 46% 54% Ads in newspapers 46% 54% Ads in magazines 46% 54% Billboards and other outdoor advertising 45% 55% Ads served in search engine results 42% 58% Ads on radio 41% 59% TV program product placements 39% 61% Ads before movies 37% 63% Online video ads 36% 64% Ads on social networks 36% 64% Online banner ads 33% 67% Display ads on mobile devices 33% 67% Text ads on mobile phones 31% 69% Source: Nielsen Global Trust in Advertising Survey, Q3 2011 8 Copyright © 2012 The Nielsen Company.
9.
A call to
better connect to core audiences Globally, half of consumers find TV ads personally relevant, This supports a recent U.S. Nielsen study that suggests that, led by the 65 percent of consumers in the Middle East/Africa while some individual websites perform very well at reaching region reporting relevant TV ads. By contrast, TV advertising is an ad campaign’s intended audience, nearly all campaigns are considered personally relevant by 60 percent of respondents in delivered to consumers outside of the brand advertiser’s intended Latin America, 59 percent in Asia-Pacific, 48 percent in North audience. Looking across dozens of campaigns spanning hundreds America, and 30 percent in Europe. of websites, Nielsen found that, on average, ad campaigns with a relatively narrow audience are only reaching 35 percent of their Online, where there has been much industry discussion about desired audience group. the opportunity to serve highly relevant ads to desired consumer audiences, the survey results suggest online advertising has Consumers in Middle East/Africa and Latin American countries not yet reached its full potential. Less than four-in-10 global are more likely to consider online ads personally relevant than consumers find online banner ads (33%), ads on social networks consumers in Europe and North America. (36%), and online video ads (36%) relevant. Ads served alongside search engine results fare slightly better, with 42 percent of global consumers finding them personally relevant. Online advertising’s relevance to global consumers Percentage of consumers who find content in the following online ad formats relevant MIDDLE EAST/AFRICA Ads Served in 42% 48% 27% 50% 53% 39% NORTH AMERICA Search Engine LATIN AMERICA Results ASIA-PACIFIC GLOBAL 36% 43% 20% 48% 44% 33% EUROPE Online Video Ads Ads on Social Networks 36% 43% 21% 53% 45% 30% Online Banner Ads 33% 41% 18% 46% 41% 29% Source: Nielsen Global Trust in Advertising Survey, Q3 2011 Online Advertising’s Relevance to Global Consumers Percentage of Copyright © 2012 The Nielsen Company. 9 consumers who Asia Middle Latin North
10.
Countries in the
Study: Argentina Greece Romania Australia Hong Kong Russia Austria Hungary Saudi Arabia Belgium India Singapore Brazil Indonesia South Africa Canada Ireland South Korea Chile Israel Spain China Italy Sweden Colombia Japan Switzerland Croatia Latvia Taiwan Czech Republic Lithuania Thailand Denmark Malaysia Turkey Egypt Mexico United Arab Emirates Estonia Netherlands United Kingdom Finland New Zealand Ukraine France Norway United States Germany Pakistan Venezuela Peru Vietnam Philippines Poland Portugal About the Nielsen Global Survey About Nielsen The Nielsen Global Trust in Advertising Nielsen Holdings N.V. (NYSE: NLSN) is Survey was conducted in August/ a global information and measurement September 2011 and polled more than company with leading market positions 28,000 consumers in 56 countries in marketing and consumer information, throughout Asia Pacific, Europe, Latin television and other media measurement, America, the Middle East, Africa and online intelligence, mobile measurement, North America. The sample has quotas trade shows and related properties. based on age and sex for each country Nielsen has a presence in approximately based on their Internet users, and is 100 countries, with headquarters in New weighted to be representative of Internet York, USA and Diemen, the Netherlands. consumers and has a maximum margin For more information, visit of error of ±0.6%. This Nielsen survey is www.nielsen.com. based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Survey, was established in 2005. For more information, please contact your Nielsen representative. 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
Baixar agora