By Alan Graner
Traditional advertising. Social media advertising. Which do consumers trust most?
Both sides have lined up their big guns to convince media buyers to choose them.
So who really is Number One.
The skeptics out there, of course, are shocked anybody would care since nobody trusts advertising anyway.
As it turns out, the skeptics are wrong. Consumer trust in advertising around the globe is higher than it was a just a few years ago.
Ah, but who do they trust most? Traditional advertising? Or social media ads?
To answer that question, Nielsen reported the findings of a global survey of 58 countries http://www.nielsen.com/us/en/newswire/2013/under-the-influence-consumer-trust-in-advertising.html.
Some of Nielson’s findings
The most trusted advertising remains word of mouth from friends and family, which is why so many advertisers try mightily to establish viral campaigns (the joker being most viral campaigns are spontaneous).
56% of respondents trust traditional advertising such as print media (newspapers, magazines, billboards) and electronic media (TV, radio). Since trust in TV ads is up (62%) and radio is up (57%), I can’t help but wonder if this portends even more ads. (We interrupt our advertising for these sitcom segments. We’ll return to our ads shortly.)
56% say they trust consumer-consented email messages.
42% trust new media such as search, social media, online ads and the like.
Traditional advertising remains the champ, with newspaper ads ranking near the top, which is ironic because a lack of advertising is one of the reasons newspapers cite for shutting down operations.
In spite of Facebook, Twitter, texting and a host of social media sites, direct mail remains the best medium for communicating directly with consumers.
However, though traditional advertising can smugly claim victory over social media, that doesn’t mean the same will be true in five years.
So where should you place your advertising dollars?
In whichever media work, of course.
Which ad media do you trust most? Why?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. For a public relations campaign that makes you stick out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.