Académique Documents
Professionnel Documents
Culture Documents
SEPTEMBER 2013
TRUST INCREASES ACROSS NEARLY ALL MEDIA; TRUST IN NEWSPAPER ADS DECLINES
REGIONS REPORTING HIGHEST LEVELS OF TRUST ALSO MOST WILLING TO TAKE ACTION ON ADVERTISEMENTS
As marketers spend billions of dollars a year on advertising, effectiveness cannot be measured by impressions alone. Resonance is the holy grail of a successful campaign. In a market saturated with clutter, marketers need to reach audiences with advertising messages using the formats that make the most impact, and new findings from Nielsen reveal that trust in online advertising is increasing. While earned advertising in the form of word-of-mouth recommendations from friends and family continued to be the most influential source among 84 percent of global respondents to a Nielsen online survey, owned advertising on branded websites was the second most trusted format in 2013, a rise from fourth-place ranking in 2007. The Nielsen Global Survey of Trust in Advertising polled more than 29,000 Internet respondents in 58 countries to measure consumer sentiment on 19 forms of paid, earned and owned advertising formats. Word-of-mouth recommendations increased 6 percentage points from 78 percent in 2007, and owned advertising on branded websites increased 9 percentage points to 69 percent in 2013. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007. Brand marketers should be especially encouraged to find owned advertising among the most trusted marketing formats, said Randall Beard, global head, Advertiser Solutions at Nielsen. This form of advertising is trusted by nearly 70 percent of consumers globally, which emphasizes the notion that marketers maintain the ability to control the messages about their brands in a way that consumers consider credible. This perceived credibility is a key component in advertising effectiveness.
DEFINITION OF ADVERTISING TERMINOLOGY IN THIS REPORT PAID: PAID BY BRAND EARNED: ENDORSED BY THIRD-PARTY OWNED: MANAGED BY BRAND
FORM OF ADVERTISING Recommendations from people I know Branded websites Consumer opinions posted online Editorial content such as newspaper articles Ads on TV Brand sponsorships Ads in newspapers Ads in magazines Billboards and other outdoor advertising Ads on radio Emails I signed up for Ads before movies TV program product placements Ads served in search engine results Online video ads Ads on social networks Display ads on mobile devices Online banner ads Text ads on mobile phones
2013 84% 69% 68% 67% 62% 61% 61% 60% 57% 57% 56% 56% 55% 48% 48% 48% 45% 42% 37%
2007 78% 60% 61% * 56% 49% 63% 56% * 54% 49% 38% * 34% * * * 26% 18%
Source: Nielsen Global Survey of Trust in Advertising, Q3 2007 and Q1 2013 *Not included in the Nielsen 2007 Global Survey
FORM OF ADVERTISING Recommendations from people I know Consumer opinions posted online Ads on TV Branded websites Ads in newspapers Emails I signed up for Editorial content such as newspaper articles Ads in magazines Brand sponsorships TV program product placements Billboards and other outdoor advertising Ads served in search engine results Ads on radio Ads on social networks Ads before movies Online video ads Online banner ads Display ads on mobile devices Text ads on mobile phones
TAKE ACTION 84% 70% 68% 67% 65% 65% 64% 62% 60% 58% 57% 57% 55% 55% 53% 52% 50% 49% 45%
TRUST 84% 68% 62% 69% 61% 56% 67% 60% 61% 55% 57% 48% 57% 48% 56% 48% 42% 45% 37%
DIFFERENCE ACTION VS. TRUST -2% 6% -2% 4% 9% -3% 2% -1% 3% -9% -2% 7% -3% 4% 8% 4% 8%
EUROPE
LATIN AMERICA
NORTH AMERICA
RECOMMENDATIONS FROM PEOPLE I KNOW TRUST TAKE ACTION BRANDED WEBSITES TRUST TAKE ACTION CONSUMER OPINIONS POSTED ONLINE TRUST TAKE ACTION EDITORIAL CONTENT, SUCH AS NEWSPAPER ARTICLES TRUST TAKE ACTION BRAND SPONSORSHIPS TRUST TAKE ACTION ADS ON TV TRUST TAKE ACTION ADS IN NEWSPAPERS TRUST TAKE ACTION ADS IN MAGAZINES TRUST TAKE ACTION ADS IN RADIO TRUST TAKE ACTION
85% 88%
80% 79%
84% 85%
87% 85%
82% 79%
77% 75%
53% 51%
74% 72%
74% 79%
62% 56%
73% 75%
63% 63%
67% 70%
61% 74%
68% 60%
70% 69%
55% 54%
72% 69%
77% 78%
67% 56%
68% 68%
42% 43%
71% 69%
73% 75%
57% 49%
67% 73%
46% 55%
67% 72%
75% 80%
61% 65%
65% 69%
46% 50%
69% 73%
75% 77%
63% 60%
65% 67%
44% 48%
66% 69%
72% 76%
62% 56%
59% 57%
44% 44%
61% 62%
74% 75%
58% 51%
Continued on pg 11
10
ASIAPACIFIC
EUROPE
LATIN AMERICA
NORTH AMERICA
BILLBOARDS AND OTHER OUTDOOR ADVERTISING TRUST TAKE ACTION EMAILS I SIGNED UP FOR TRUST TAKE ACTION ADS BEFORE MOVIES TRUST TAKE ACTION ADS SERVED IN SEARCH ENGINE RESULTS TRUST TAKE ACTION ONLINE VIDEO ADS TRUST TAKE ACTION ONLINE BANNER ADS TRUST TAKE ACTION TEXT ADS ON MOBILE PHONES TRUST TAKE ACTION ADS ON SOCIAL NETWORKS TRUST TAKE ACTION TV PROGRAM PRODUCT PLACEMENTS TRUST TAKE ACTION DISPLAY ADS ON MOBILE DEVICES TRUST TAKE ACTION
64% 64%
42% 44%
64% 66%
65% 72%
55% 45%
60% 69%
43% 53%
55% 66%
64% 80%
63% 68%
62% 60%
41% 39%
55% 57%
65% 70%
54% 41%
52% 63%
35% 43%
50% 59%
61% 75%
44% 46%
55% 59%
33% 36%
51% 54%
54% 70%
44% 39%
51% 58%
27% 32%
49% 57%
50% 68%
33% 35%
45% 53%
23% 28%
43% 51%
44% 65%
27% 29%
55% 62%
33% 41%
56% 65%
60% 75%
39% 40%
62% 65%
38% 41%
64% 68%
67% 76%
52% 49%
52% 59%
28% 30%
48% 54%
58% 68%
35% 32%
11
12
HUMOROUS REAL-LIFE SITUATIONS FAMILY-ORIENTED HEALTH-THEMED VALUE-ORIENTED HIGH-ENERGY/ACTION ASPIRATIONAL KIDS CENTERED SENTIMENTAL PETS/ANIMALS CENTERED COMPETITIVE SPORTS-THEMED SEXUAL CAR-THEMED CELEBRITY ENDORSEMENTS ATHLETE ENDORSEMENTS
47% 46% 38% 38% 38% 27% 24% 20% 20% 18% 16% 16% 14% 13% 12% 8%
GLOBAL AVERAGE
13
INTERNET PENETRATION 66% 89% 80% 81% 46% 51% 83% 59% 40% 60% 71% 73% 90% 36% 78% 89% 80% 83% 53% 75% 65% 11% 22% 77% 70% 58% 80% 72% 65%
MARKET Malaysia Mexico Netherlands New Zealand Norway Pakistan Peru Philippines Poland Portugal Romania Russia Saudi Arabia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey United Arab Emirates United Kingdom Ukraine United States Venezuela Vietnam
INTERNET PENETRATION 61% 37% 93% 88% 97% 15% 37% 32% 65% 55% 44% 48% 49% 75% 79% 17% 83% 67% 93% 82% 75% 30% 46% 71% 84% 34% 78% 41% 34%
14
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/6806
15
16