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.
- Revenue of the U.S. advertising industry 2004-2014Revenue of the U.S. advertising industry 2004-2014
- 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
- Digital advertising spending in the United Kingdom (UK) 2008-2015Digital advertising spending in the United Kingdom (UK) 2008-2015
- Online advertising revenue in the U.S. from 2000 to 2015Online advertising revenue in the U.S. from 2000 to 2015
- Breakdown of U.S. online advertising revenue in 2015, by typeBreakdown of U.S. online advertising revenue in 2015, by type
Branded content digital campaigns click-through rates (CTR) in Canada from 1st quarter 2015 to 2nd quarter 2016
Branded content advertising CTR in Canada Q1 2015- Q2 2016
Digital out of home (DOOH) advertising spending in Canada from 2014 to 2019 (in million U.S. dollars)
Digital outdoor ad spend in Canada 2014-2019
Marketing budget allocation to selected traditional and digital media in Canada as of 1st quarter 2016
Share of marketing budgets allocated to selected media in Canada 2016
Brand value of the 25 most valuable brands in 2016 (in million U.S. dollars)
The 25 most valuable brands worldwide 2016
10 most valuable North American brands in 2016 (in billion U.S. dollars)
10 most valuable North American brands 2016
- Global digital marketing spending 2015-2020Global digital marketing spending 2015-2020
- Time spent with media vs. ad spending in the U.S. 2014Time spent with media vs. ad spending in the U.S. 2014
- Pfizer's ad spending 2008-2015Pfizer's ad spending 2008-2015
- Google: global annual revenue 2002-2015Google: global annual revenue 2002-2015
- Advertising spending in the United Kingdom (UK) 1999-2016, by mediaAdvertising spending in the United Kingdom (UK) 1999-2016, by media
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