Trust in Advertising – Paid, Owned, and Earned

September 20, 2012 Source: Nielsen

In a recent Nielsen global study, all forms of paid advertising—TV, print, digital, radio—showed a gap in the “trust factor,” with a majority of respondents reporting that they don’t trust each type much or at all. Conversely, and not surprisingly, “recommendations from people I know” scored highest on trust, with 92 percent of consumers trusting this source completely or somewhat. Owned media, such as brand websites, scored higher than paid advertising but lower than social recommendations. Yet advertising as a medium continues to thrive, with ad dollars on the rise globally and in many markets around the world.

Trust in Advertising – Q3 2011

Trust In Advertising

Now What? The Convergence of Paid, Owned and Earned

Now that we’ve demonstrated what many of us already knew, what should we do about it? Does trust in advertising matter? If so, can we even do anything about it?

Read the rest of the article at Nielsen.


For more on metrics – specifically more on mobile metrics – be sure to check out David Gill, VP of Emerging Media, at AdMonsters Mobile Publisher Forum! He'll be delivering a keynote, "Crunching Numbers: Simplifying Measurement in Our Mobile World."

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