In all honesty, do you trust every advertisement you see? You are in the industry, so your perspective may be a bit skewed. What do consumers think?
According to MediaPost, Nielsen conducted a study to see how respondents trusted media. Overall, the advertising landscape, which consumers define as “Don’t Trust Much/At All” measures up as follows:
§ 71%: Text ads on mobile phones
§ 64%: Online banner ads
§ 64%: Ads on search engine results
§ 60%: Product placements on television
§ 58%: Ads on the radio
§ 53%: Ads in magazines
§ 53%: Ads on television
Interesting to point out that the traditional media maintained a better ratio of trustworthiness vs. untrustworthiness compared to digital media.
While this seems bleak for advertisers, research had this to show for consumers trusting an ad:
§ 92%: People I know information
§ 70%: Consumers opinion
Nielsen made the point that advertising campaigns that had a social component did perform better in the trust scale. It does make sense in that if a product is positively received by a friend of the consumer, he/she may be more likely to try it out. It was recommended to combine a few media vehicles in order to bolster trust from consumers.