Nielsen’s Global Trust in Advertising Survey found 36 percent of global online consumers said they trusted online video ads and sponsored ads on social networking sites. Sentiment toward online ads as a whole is improving. Thirty-three percent deemed online banner ads credible, a jump from 26 percent in 2007. Ads that accompany search results are trusted by 20 percent of respondents, a rise from 34 percent rise in 2007.
“The growth in trust for online search and display ads over the past four years should give marketers increased confidence in putting more of their ad dollars into this medium,” said Randall Beard, global head of Advertiser Solutions at Nielsen. “Many companies are already increasing their paid advertising activity on social networking sites, in part due to the high level of trust consumers place in friends’ recommendations and online opinions. Brands should be watching this emerging ad channel closely as it continues to grow.”