Consumers Still Trust Traditional Media Advertising Over Online Ads
Newspaper advertising is the most-trusted form of paid media advertising in North America. 63 percent of the North American respondents in a global Nielsen survey among 29,000 consumers stated that they trust newspaper ads. Newspapers just edge out magazine and TV ads, which are trusted by 62 and 61 percent of the polled consumers. The most trusted form of paid online advertising is search engine advertising, which is considered trustworthy by just 44 percent of the respondents.
The results clearly indicate that consumers still have trust issues with online ads, although it needs to be noted that the perception of digital advertising has greatly improved over the past few years. Both search engine ads and online banner ads saw double-digit increases in consumer trust since 2007, indicating that consumers are gradually getting used to these new forms of advertising.
Aside from paid media advertising, unpaid or earned advertising remains the most effective way to reach consumers: personal recommendations and online consumer reviews are considered trustworthy by 82 and 68 percent of the North American respondents, respectively.
- Distribution of U.S. advertising spending in 2013, by mediumDistribution of U.S. advertising spending in 2013, by medium
- Time spent with digital media vs. ad spending in the U.S. 2014Time spent with digital media vs. ad spending in the U.S. 2014
- Consumer trust in different types of advertising worldwide 2007-2015Consumer trust in different types of advertising worldwide 2007-2015
Online advertising revenue in the United States from the 1st quarter 2007 to the 4th quarter 2014 (in billion U.S. dollars)
Quarterly online advertising revenue in the U.S. 2007-2014
Total media advertising spending in the United States from 2011 to 2018 (in billion U.S. dollars)
Advertising spending in the U.S. 2011-2018
Advertising spending in the United States from 2011 to 2017, by medium (in billion U.S. dollars)
Advertising spending in the U.S. from 2011 to 2017, by medium
- Quarterly online advertising revenue in the U.S. 2007-2014Quarterly online advertising revenue in the U.S. 2007-2014
- Advertising spending in the U.S. from 2011 to 2017, by mediumAdvertising spending in the U.S. from 2011 to 2017, by medium
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Global programmatic spending from 2011 to 2017 (in billion U.S. dollars)
Programmatic spending worldwide from 2011 to 2017
Ways in which programmatic advertising influences click-through rates according to marketing professionals in the United States in 2014 and 2016
Programmatic advertising influence on CTR according to U.S. marketers 2014-2016
To what degree do the following influence your buying decisions?
Types of ads influencing buying decisions in the U.S. 2014
Average earned media value (EMV) received after implementing influence marketing in the United States in 2014, by category (in U.S. dollars)
Influencer marketing: average EMV in the U.S. 2014, by category
Websites most likely to influence purchase decisions according to consumers in the Unites States in 2014, by type
Influence marketing: U.S. website influence 2014, by type
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