Best advertising still friends, family recommendations
The most-credible form of advertising still comes straight from the people we know and trust, with 89% of online respondents in South Africa saying they trust the recommendations of friends and family, according to the latest Nielsen Global Trust in Advertising Report.
Resonate the most strongly
The survey polled 30 000 online respondents in 60 countries to gauge consumer sentiment in 19 forms of paid, earned and owned advertising media. The results identified the ad formats that resonate most strongly with consumers and those that have room to grow.
Compared to international results, South Africans still place most of their trust in more traditional forms of communication/advertising. This is evidenced by the fact that the second highest number of respondents in the survey said they trust editorial content such as newspaper articles. Brand sponsorship, adverts on TV, newspapers, magazines and radio, each saw 75% of respondents saying they trust these forms of advertising.
In terms of the advertising messages that most resonate with them, 64% said humorous ads followed by those depicting real-life situations (51%) and family-orientated ads (50%). Those of a sexual nature were at the lower end of the scale, with celebrity and athlete endorsements coming in last.
Also on the increase
Trust in advertising within the digital realm is also on the increase. The highest number of local respondents said they trust branded websites (71%), followed by 68% of South Africans stating they trust emails they signed up for and 66% indicating that they trust consumer opinions posted online.
Looking further afield, the Nielsen study revealed that globally, Millennials (age 21-34), who came of age with the internet, have the highest levels of trust in online and mobile formats, followed closely by Generation X (age 35-49). Half or nearly half of Millennials trust online video ads (53%), ads on social networks (51%) and online banner ads (47%).
And four-in-10 Millennials (41%) trust text ads on mobile phones. But it’s not just online and mobile advertising formats where Millennials exceed the average. They also show the highest levels of trust in 18 of the 19 advertising formats/channels, including TV, newspapers and magazines, and they’re also the most willing to take action on 16 of the 19 formats.
Word of mouth
When it comes to what extent South African consumers take action based upon which forms of communication/advertising; word of mouth is once again a big influencer with 90% citing recommendation from people they know. The effectiveness of traditional media — in this case TV — is also clear, with the second highest number (80%) saying that television advertisements influence them to take action followed by ads in newspapers.
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