Category Archives: Advertising

Do consumers trust advertising ?

As marketers spend billions of dollars a year on advertising, effectiveness cannot be measured by impressions alone. Resonance is the holy grail of a successful campaign. In a market saturated with clutter, marketers need to reach audiences with advertising messages using the formats that make the most impact, and Nielsen reveals that trust in online advertising is increasing. While earned advertising in the form of word-of-mouth recommendations from friends and family continued to be the most influential source among 84 percent of global respondents to a Nielsen online survey, owned advertising on branded websites was the second most trusted format in 2013, a rise from fourth-place ranking in 2007. Continue reading

Content providers don’t understand the Internet

unknownA report in September from the nonprofit ChangeAdvertising.org found that 41 of the top 50 news sites — including The Guardian, CNN, Time and Forbes — embed widgets from so-called content-recommendation companies.  These “teasers” often have titles like “famous last word of celebrities” and require users to click several pages to get stories thus being exposed to more ads.  It’s an insult to readers and a clear indication that they don’t understand users are in control not them. Continue reading

TV still rules time for consumers

woman TVFor consumers, having content options is no longer a luxury, but an imperative.  But having a plethora of content options at our collective fingertips doesnʼt necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter Nielsen Total Audience Report, behaviors and usage are unique to the device being used. Consumers still spend most of their time on traditional platforms , but they also look to explore the wide range of content channels made available by new media.

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