Marketing Trends: Earned Advertising Remains the Most Credible Among Consumers, While Trust in Owned Advertising Is On the Rise, New Nielsen Study Finds
Thanks to The Bulldog Reporter, I got my daily dose of Nielson studies. This topic was especially interesting for this public relations gal. The article was about Nielson’s recent study, diving further into word of mouth marketing and earned vs. paid advertising. The study found that eighty-four percent of consumers around the world trust word-of-mouth recommendations above all other sources of advertising. Next up? Owned advertising with 69% of consumer trust.
Randall Beard, global head of advertiser solutions at Nielsen, stated, “Brand marketers should be especially encouraged to find owned advertising among the most-trusted marketing formats. This 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.”