This document discusses Nielsen's Global Trust in Advertising Report from 2015. Some key findings include:
- Recommendations from friends and branded websites are the most trusted forms of advertising. Two-thirds of people trust consumer opinions posted online.
- Most people trust traditional paid advertising channels like TV, newspapers, and magazines. Millennials show the highest levels of trust across formats.
- Earned and owned media like recommendations remain the most trusted ad formats. Trust in digital and traditional formats has remained stable.
Source: Nielsen Global Trust in Advertising Report, 2015
Let’s take a look at our ‘3R’ framework in more detail. It is so powerful, that even some of our clients have asked to adopt its terminology within their own organizations!:
The REACH segment is all about how many people viewed, listened or clicked through to our clients’ communication. Did their intended audiences see their campaign/content?
RESONANCE is all about what happened inside the minds of people when exposed to a piece of communication – whether online, via TV or smartphone….. Did the communication resonate? What did they remember? Did they like it – or not?
The third R is the REACTION part – Were people moved or persuaded to translate what they saw or read in to actual purchase in store? Did our client’s campaign deliver the desired consumer response?
Ultimately the Marketing Effectiveness Practice is about offering advertisers, media houses and media agencies our unique perspective into what customers watch and buy and helps them prioritize advertising spend and create effective, efficient marketing plans for maximum return on investment.
And for us at Nielsen, it’s a practice that allows our watch and buy talent in the organization to deliver a fully integrated and compelling message to our clients operating in the volatile and high investment media and content industry.