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Online advertising sees big growth in consumer trust, says new Nielsen report

OK, so word of mouth from friends and family still tops the poll as the most trusted form of brand recommendation. But hardworking art directors, copywriters and account managers toiling away in online advertising agencies can justly congratulate one another for their efforts, too. According to Nielsen’s latest “Global Survey of Trust in Advertising” report, consumer trust in online advertising is growing markedly across the planet. The rise of owned content advertising  The 2013 study took the views of over 29,000 internet users in 58 countries, seeking attitudes to 19 different forms of earned, owned and paid media. No art director or account manager would be surprised to find that the biggest majority – 84 percent (up 6 percent on last year) – trusted recommendations from family or friends most highly. But 69 percent said they trusted owned content (i.e., the messaging deployed on brand-operated websites), a rise of 9 percent on 2012. If word of mouth and owned content get the gold and silver medals, at 68 percent, customer reviews get the bronze, which saw a 7 percent rise in approval compared to last year. Veteran art directors and account managers, though, may be wondering what happened to paid…

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