Nielsen: Traditional Ads Still More Trusted than Digital

Nielsen is out with its annual “trust in advertising” data. Its findings are drawn from a global consumer survey asking respondents to rank their level of trust in different traditional and digital advertising media types or categories.

The data were collected in Q1 of this year. Nielsen’s chart below compares consumer survey responses from 2013 to 2007. Recommendations/online consumer opinions are highly ranked and have been for the past few years.

Trust in advertisering

Interestingly “branded websites” have gained momentum since 2007. However, overall, traditional ads still score much better than digital, although certain digital categories have gained more trust in the last several years: email, search and display.

Another interesting finding is that mobile display now ranks better than online display. SMS based ads are at the bottom of the list however.

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