Most forms of advertising and communication \u2013 such as TV ads, company websites, and promotional emails \u2013 have all seen a decline in trust among UK consumers over the last two years, according to Nielsen\u2019s latest biennial Global Survey of Trust in Advertising, which polled 30,000 online respondents in 60 countries.<\/p>\n
In the UK, the format hit by the biggest decline in trust was editorial content (down 8% points to 54%) followed by emails that consumers sign up for (down 7% to 56%) and newspaper and radio ads (both down 6%).<\/p>\n
Of the 19 ad formats covered in the report, only the three least trusted \u2013 mobile ads, text ads on mobiles and ads on social networks \u2013 have increased in trust over the last two years. Thirteen experienced a decline, while three were unchanged.<\/p>\n
Terrie Brennan, Nielsen\u2019s EVP of marketing effectiveness for Europe, says: \u201cThere isn\u2019t one simple rule for maximizing advertising effectiveness in a saturated market like the UK, but understanding how consumers feel about the ads they\u2019re served on various media platforms is a good starting point.\u201d<\/p>\n
Brennan adds: \u201cMore than ever, consumers are in control of how they consume content and interact with brands, so understanding ad resonance across screens is now the only way to successfully drive memorability and brand lift.\u201d<\/p>\n
Personal recommendation (trusted to some degree by 81% of UK respondents) remains the most trusted form of advertising or communication, with the credibility gap widening between it and other formats. It now stands alone as the only format trusted by more than 60% of UK respondents \u2013 an accolade shared by some five formats just two years ago.<\/p>\n
\u2018Consumer opinions online\u2019 (58%) is now the second most trusted format (up from fourth two years ago) and is followed by \u2018emails signed up for\u2019 and TV ads (both 56%).<\/p>\n
Online video ads and online banner ads have a lower trust rating than traditional ad formats, but their credibility has held up over the last two years, while trust in TV ads has fallen.<\/p>\n
Nielsen\u2019s Global Trust in Advertising survey reveals that Britons are generally less trusting of all types of advertising compared to the global average, but generally more trusting than Europeans as a whole.<\/p>\n
Personal recommendation is the format most likely to lead to some form of action being taken by consumers (cited by 71% of respondents), followed by opted-in emails (62%) and TV ads (53%).
\nGenerally, people are more likely to trust an ad format than take action as a result of seeing it. However, three ad formats buck this trend. Opted-in emails are more likely to engender action than trust (62% take action vs. 56% trust), as are ads in search engine results (43% vs 38%) and mobile text ads (28% vs. 27%).<\/p>\n","protected":false},"excerpt":{"rendered":"
Most forms of advertising and communication \u2013 such as TV ads, company websites, and promotional emails \u2013 have all seen a decline in trust among UK consumers over the last two years, according to Nielsen\u2019s latest biennial Global Survey of Trust in Advertising, which polled 30,000 online respondents in 60 countries. In the UK, the […]<\/p>\n","protected":false},"author":1,"featured_media":27,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[807,6],"tags":[],"class_list":["post-26","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-research"],"yoast_head":"\n