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INTERACTIVE INSIGHTS
Nielsen Global Trust in Advertising Report, 2015
WINNING STRATEGIES FOR AN EVOLVING MEDIA LANDSCAPE
Copyright © 2015 The Nielsen Company. Confidential and proprietary.
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GLOBALLY, BRANDED WEBSITES ARE THE SECOND MOST TRUSTED
FORM OF ADVERTISING, BEHIND FAMILY AND FRIENDS
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WHICH FORM OF ADVERTISING IS CONSIDERED MOST CREDIBLE AND TRUSTWORTHY GLOBALLY?
ONLINETV NEWSPAPER & MAGAZINE
FRIENDS & FAMILY
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WHICH FORM OF ADVERTISING IS CONSIDERED MOST CREDIBLE AND TRUSTWORTHY GLOBALLY?
FRIENDS & FAMILY
THE MOST CREDIBLE FORM OF ADVERTISING COMES FROM TRUSTED FAMILY AND FRIENDS (83%).
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EARNED AND OWNED MEDIA REMAIN THE MOST TRUSTED AD FORMATS
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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WHICH PAID ADVERTISING MEDIUM IS THE MOST TRUSTED BY CONSUMERS GLOBALLY?
TV NEWSPAPER MAGAZINE ONLINE
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WHICH PAID ADVERTISING MEDIUM IS THE MOST TRUSTED BY CONSUMERS GLOBALLY?
TV
ROUGHLY SIX-IN-10 GLOBAL RESPONDENTS SAY THAT THEY TRUST TV ADS (63%), UP ONE PERCENTAGE POINT FROM 2013. TRUST IN TRADITIONAL ADVERTISING REMAINS STRONG.
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TRUE OR FALSE:
TWO-THIRDS OF GLOBAL RESPONDENTS TRUST CONSUMER OPINIONS POSTED ONLINE.
TRUE FALSE
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TRUE OR FALSE:
TWO-THIRDS OF RESPONDENTS (66%) TRUST CONSUMER OPINIONS POSTED ONLINE.
BRANDS NEED TO TRANSFORM THE PHYSICAL WORD-OF-MOUTH INTO A DIGITAL ONE FOR MORE SUCCESS. TRUE
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TWO-THIRDS TRUST CONSUMER OPINIONS
POSTED ONLINEMAKING IT THE THIRD MOST TRUSTED
FORM OF ADVERTISING GLOBALLY
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“Passionate brand advocates can be powerful allies to amplify your message, but you need to give them a reason to talk. Evolve the relationship from a one-way sales pitch to a two-way conversation. And be transparent and accountable.”
Randall Beard, President, Nielsen Expanded Verticals
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WHICH DIGITAL AD FORMAT IS CONSIDERED MOST TRUSTWORTHY?
SOCIAL NETWORK ADS
ONLINE VIDEO ADS
SEARCHENGINE ADS
ONLINEADS
MOBILEADS
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WHICH DIGITAL AD FORMAT IS CONSIDERED MOST TRUSTWORTHY?
SOCIAL NETWORK ADS
46%
ONLINE VIDEO ADS
48%
SEARCHENGINE ADS
47%
ONLINEADS42%
MOBILEADS43%
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TRUST IN TRADITIONAL AND DIGITAL AD FORMATS REMAINS STABLE
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT
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TRUE OR FALSE:
THE SAME PERCENTAGE OF GLOBAL RESPONDENTS THAT TRUST FRIENDS AND FAMILY INDICATE THAT THEY
TAKE ACTION ON THESE OPINIONS.
TRUE FALSE
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TRUE OR FALSE:THE SAME PERCENTAGE OF GLOBAL RESPONDENTS
THAT TRUST FRIENDS AND FAMILY INDICATE THAT THEY TAKE ACTION ON THESE OPINIONS.
83% PERCENT OF RESPONDENTS STATE THAT THEY TAKE ACTION AT LEAST SOME OF THE TIME.
TRUST AND ACTION ARE ALSO THE SAME FOR BRANDED WEB SITES (70%).
TRUE
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ACTION EXCEEDS TRUST FOR MANY ADVERTISING FORMATS
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT PERCENT WHO ALWAYS OR SOMETIMES TAKE ACTION ON FORMAT
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FORMATS WHERE ACTION IS CONSISTENT WITH TRUST OR TRUST EXCEEDS ACTION
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
PERCENT OF GLOBAL RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT PERCENT WHO ALWAYS OR SOMETIMES TAKE ACTION ON FORMAT
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LATIN AMERICA
ASIAPACIFIC
EUROPENORTH
AMERICA
WHICH REGION REPORTS THE HIGHEST LEVELS OF ADVERTISING TRUST?
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LATIN AMERICA
LATIN AMERICA LEADS THE WAY WITH THE HIGHEST LEVELS IN 10 OUT OF 19 ADVERTISING FORMATS, MANY OF THEM REPRESENTING TRADITIONAL ONES.
WHICH REGION REPORTS THE HIGHEST LEVELS OF ADVERTISING TRUST?
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NORTH AMERICA
ASIAPACIFIC
EUROPELATIN
AMERICA
IN WHICH REGION IS TRUST LEVELS HIGHER THAN SELF-REPORTED ACTION LEVELS?
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NORTH AMERICA
NORTH AMERICA IS THE ONLY REGION IN WHICH TRUST IS CONSISTENTLY AND CONSIDERABLY HIGHER THAN SELF-REPORTED ACTION.
IN WHICH REGION IS TRUST LEVELS HIGHER THAN SELF-REPORTED ACTION LEVELS?
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REGION WITH HIGHEST LEVEL
OF TRUST IN SPECIFIED
ADVERTISING FORMAT
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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TRUST IS HIGHEST IN DEVELOPING REGIONS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY REGION
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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TRUST IS HIGHEST IN DEVELOPING REGIONS PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY REGION
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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WHICH AGE GROUP HAS THE HIGHEST LEVEL OF TRUST FOR ONLINE AND MOBILE ADVERTISING
FORMATS?
MILLENNIALS (21 – 34) GENERATION X (35-49)
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WHICH AGE GROUP HAS THE HIGHEST LEVEL OF TRUST FOR ONLINE AND MOBILE ADVERTISING
FORMATS?
MILLENNIALS (21 – 34)
MILLENNIALS SHOW HIGHEST LEVELS OF TRUST IN DIGITAL & TRADITIONAL FORMATS. THEY ARE ALSO MOST WILLING TO TAKE ACTION.
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MILLENNIALS HAVE HIGHEST LEVEL OF TRUST IN NEARLY ALL ADVERTISING FORMATS
PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY GENERATION
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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MILLENNIALS HAVE HIGHEST LEVEL OF TRUST IN NEARLY ALL ADVERTISING FORMATS
PERCENT OF RESPONDENTS WHO COMPLETELY OR SOMEWHAT TRUST ADVERTISING FORMAT BY GENERATION
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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“Millennials consume media differently than their older counterparts, exercising greater control over when and where they watch, listen and read content—and on which device. But even if they rely less heavily on traditional channels, their trust and willingness to act on these formats remains high.”
Randall Beard, President, Nielsen Expanded Verticals
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HUMOR IS STRONG IN EUROPE & NORTH AMERICA
HEALTH-THEMED ADS ARE STRONG IN LATIN AMERICA
FAMILY ADS CONNECT WITH AUDIENCES IN AFRICA/MIDDLE EAST AND LATIN AMERICA
MESSAGES RESONATE DIFFERENTLY ACROSS THE WORLD
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ADVERTISING THEMES THAT RESONATE THE MOST
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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ADVERTISING THEME APPEAL DIFFERS AROUND THE WORLD
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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ADVERTISING THEME APPEAL DIFFERS AROUND THE WORLD
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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ADVERTISING THEME APPEAL DIFFERS BY GENERATION
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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SOME THEMES RESONATE ACROSS GENERATIONS; OTHERS HAVE NICHE APPEAL
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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SOME THEMES RESONATE ACROSS GENERATIONS; OTHERS HAVE NICHE APPEAL
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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RELATABLE TO THE AUDIENCE
FOLLOW AN UPBEAT AND SIMPLE STORYLINE
USE NOVEL AND STRIKING IMAGERY
MAKE EMOTIONAL CONNECTIONS
TAKE INTO CONSIDERATION REGIONAL, LOCAL, CULTURAL PREFERENCES
BEST-IN-CLASS ADS FEATURE COMMON CHARACTERISTICS
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MAKE DIGITAL PART OF YOUR ADVERTISING STRATEGY
1. DON’T RETROFIT AN OFFLINE STRATEGY
2. CREATE PRECISION-FOCUSED CAMPAIGNS
3. GET AUDIENCE GUARANTEES
4. MATCH YOUR METRIC TO YOUR KEY PERFORMANCE INDICATOR
5. MAKE IN-FLIGHT ADJUSTMENTS
5. MAXIMIZE BRAND IMPACT WITH MIX OF DIGITAL AND TRADITIONAL
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TRUST IN ADVERTISINGAROUND THE WORLD
• Branded websites are the second-highest-rated form of trusted advertising, behind recommendations from friends and family.
• Two-thirds trust consumer opinions posted online—the third-highest-rated form of advertising.
• The proliferation of online ad formats has not eroded trust in traditional paid advertising channels. Roughly six-in-10 say they trust ads on TV (63%), in newspapers (60%) and in magazines (58%).
• Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines.
• Humor resonates most strongly in Western markets; health-themed ads are rated highest in Latin America, and ads depicting real-life situations are most appealing in Asia-Pacific and Africa/Middle East.
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