“Earned” advertising in the form of word‐of‐mouth recommendations from family and friends continues to be the most influential source of advertising among SE Asian consumers, according to research released by Nielsen, while also revealing that consumers’ trust in traditional advertising remains strong.
“Despite continuing media fragmentation and the emergence of new advertising platforms, television remains the platform of choice for delivery of marketing messages, thanks to its ability to reach the masses and this research illustrates that television advertising still holds strong resonance.” David Webb, MD, Advertising Solutions, Nielsen.
Over the past six years, online advertising saw the largest increase in trust levels. Online banner ads also recorded a positive shift in trust levels compared to 2007 across all SE Asian markets, and reflected stronger trust levels than the global average.
“Online ad spend is growing rapidly and, according to PricewaterhouseCoopers, is forecast to reach nearly US$34 billion in Asia Pacific by 2015, highlighting advertisers’ growing confidence in online,” observes Webb.
“Rising consumer trust in brand website content is definitely a key advantage for marketers as it is an avenue where they can control the brand messages in a way that consumers consider credible. This perceived credibility is a key component in advertising effectiveness.”