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Trust in Online Advertising Growing, But Lowest of All Media

Maybe it’s the appeal of Don Draper and the success of Mad Men, but trust in advertising is significantly higher than it was six years ago.

Billboard ad

Trust in online advertising is increasing, as is the believability of television, radio and movie advertisements, according to a new global survey of 29,000 consumers in 59 countries by Nielsen in its 2013 Trust in Advertising report.

Word-of-mouth, branded websites and opinions of consumers showed the highest trust levels, while online advertisements in video form, on social networks and in online banners and display ads had the lowest trust levels among consumers.

Ads sent via mobile phone texts were the least trusted of all, even though the level of trust has doubled since the previous survey.

Television ads were in the top five most trusted mediums, and advertisements before movies showed one of the biggest increases. The only medium that showed a slight decrease in trust was newspaper ads (-2 percent).

2013 2007 % chg.

Recommendations from people I know

84% 78%

Branded websites (owner ads)

69% 60%

Consumer opinions posted online

68% 61%

Editorial content in newspaper articles

67% —–

Television ads

62% 56%

Brand sponsorships

61% 49%

Ads in newspapers

61% 63%

Ads in magazines

60% 56%

Billboards and outsides advertising

57% ——

Radio ads

57% 54%

Email I signed up for

56% 49%

Ads before movies

56% 38%

TV program product placements

55% ——

Ads in search engine results

48% ——

Online video ads

48% ——

Ads on social networks

48% ——

Display ads on mobile devices

45% ——

Online banner ads

42% 26%

Text ads on mobile phones

37% 18%

David is the consummate professional – knowledgeable, personable, confident, available, and trustworthy.  

Thomas V. Draude |  Brigadier General, USMC (Ret), President and Chief Executive Officer
Marine Corps University Foundation, Inc.