Focus on trust (with branded websites)

April saw the latest release of Nielsen’s study into trust The survey took place in 56 global markets with 28,000 respondents It looks at trust in traditional advertising and online advertising alongside online content marketing The importance of engaging consumers in ways beyond traditional advertising is outlined by Randall Beard, Global Head of Ad Solutions at Nielsen: Global Trust in Advertising and Brand Messages: ‘Successful brand advertisers will seek ways to better connect with consumers and leverage their good-will in the form of consumer feedback and experiences’

Over half ‘trust’ branded websites Q: To what extent do you trust the following forms of advertising? (Percentage of respondents answering "trust completely" or "trust somewhat") Source: Nielsen Global Trust in Advertising Survey, Q % trust branded websites Which compares favourably to ‘traditional’ and digital advertising

Trusted more than ‘traditional’ advertising On average 26% more trusted than traditional advertising Source: Nielsen Global Trust in Advertising Survey, Q Q: To what extent do you trust the following forms of advertising? (Percentage of respondents answering "trust completely" or "trust somewhat")

As well as digital …. On average 58% more trusted than digital advertising Q: To what extent do you trust the following forms of advertising? Source: Nielsen Global Trust in Advertising Survey, Q3 2011

Relevance is a key driver of trust 59% believe branded websites are relevant when sourcing products and services Engaging content A known source (i.e. brand) Relevance to user = trust in the information provided Source: Nielsen Global Trust in Advertising Survey, Q Q: When looking for information about the products you want and need, to what extent are the following advertising most relevant to you? (% saying highly / somewhat relevant)

Again, seen as more relevant than ‘traditional’ advertising On average 21% more relevant than traditional advertising Source: Nielsen Global Trust in Advertising Survey, Q Q: When looking for information about the products you want and need, to what extent are the following advertising most relevant to you? (% saying highly / somewhat relevant)

With a similar story regarding digital …. On average 69% more relevant than digital advertising Source: Nielsen Global Trust in Advertising Survey, Q Q: When looking for information about the products you want and need, to what extent are the following advertising most relevant to you? (% saying highly / somewhat relevant)

Content marketing is more trusted than all forms of ‘paid’ media Content marketing delivers relevance to users – this in turn drives trust The work the APA has done with the Advantage Study shows that customer magazines work in the same way as content marketing websites 66% of customer magazine readers say the content is ‘relevant’ Relevant content drives positive action: Almost 1 in 2 readers take positive action as a result of reading What does this tell us? Source: APA Advantage Study

Focus on trust (with branded websites)