Why am I not surprised to read that a new consumer study finds that the most popular forms of Internet advertising score at the bottom when it comes to consumer trust. Nielsen, the parent company of Adweek, BrandWeek and Media, surveyed consumers in 47 markets about their perceptions of different forms of advertising, both traditional and digital. It found that the older forms of ad messages—appearing in newspapers, magazines and on TV—far outscored the most popular forms of Web ads, search links and banner placements. While 63% said they trust newspaper ads and 56% trusted TV spots and magazine placements, banner ads were trusted by just 26% and search ads by 34%. Even newer forms of digital advertising fared dismally: mobile advertising, forecast to become a huge marketing tactic, was trusted by just 18% of respondents. Could it be most of the Internet ad campaigns we are exposed to are more juvenile and dumbed down than the stuff we are subjected to in main stream media?
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Required reading for Internet advertisers!
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