As the ad spends grow, so do the response trends.

Smarter CPG Solutions

The growth of social networks and personal recommendations around the world continues to have a major impact on advertising. To make decisions, consumers rely more on information gathered online or person-to-person, says Nielsen’s latest Global Trust in Advertising survey of more than 28,000 Internet respondents in 56 countries.

Nine of ten consumers (92%) say they trust “earned media” – that is, recommendations from friends and family – above all other forms of advertising. That’s an increase of 18% in the last five years. Online consumer reviews are the second most trusted source of messaging and brand information, with seven of ten global consumers (70%) surveyed online saying they trust messages on this platform – an increase of 15% in four years.

The survey results found that nearly six of ten  global online consumers (58%) trust messages found on company websites, and half trust email messages that they signed up to…

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