对传统线下广告形式的信任度仍然很高
Diemen – September 30, 2015 – The most credible form of advertising comes directly from people we know and trust. According to the Nielsen Global Trust in Advertising Report published today, seventy-seven percent of online respondents in the Netherlands rely on recommendations from friends and family. That is two percentage points lower than in 2013.
自有网络渠道也是最受信任的广告形式之一。73%的受访者表示他们信任互联网上发布的意见。与2013年一样，2015年这一比例位居第二。对品牌网站广告的信任度在2015年上升了6个百分点，达到64%。这种形式排在第三位，比 2013 年高出两位。此外，63% 的荷兰受访者信赖报纸文章等社论内容。不过，与 2013 年相比，这一信心下降了两个百分点。
要在饱和的市场中优化广告效果，没有一个简单的规则可循。不过，一个好的起点是了解消费者对他们每天使用的不同媒体平台上的广告有何看法。
“Despite advertisers following consumers online, a third of online advertising campaigns are ineffective. They don’t increase exposure or increase purchase intent,” said Randall Beard, president, Nielsen Expanded Verticals. “With consumers more than ever in control of how they view content and interact with brands, the only way to create a memorable impression and promote a brand is to understand how ads are received on different screens.”
尼尔森全球广告信任度调查对 60 个国家的 30,000 名在线受访者进行了调查，以衡量消费者对 19 种付费、盈利和专有媒体的信任度。结果显示，哪些广告形式最受消费者欢迎，哪些广告形式还有发展空间。
TRUST IN TRADITIONAL ADVERTISING STILL HIGH
Despite continuous media fragmentation, the proliferation of online forms has not eroded trust in traditional (offline) paid channels. TV, newspapers and magazines remain familiar forms of advertising. Forty-eight percent of the Dutch respondents state that they fully or somewhat rely on TV commercials. That is three percentage points lower than in 2013. About the same number rely on advertisements in newspapers (50%) and magazines (47%), although that trust has fallen by five and four percentage points respectively from two years ago.
自 2013 年以来，人们对付费在线和移动广告的信任度保持相对稳定。32%的荷兰受访者表示他们完全或部分依赖网络广告视频（32%，比 2013 年下降 2 个百分点）、搜索结果中出现的广告（41%，下降 3 个百分点）以及社交网络上的广告（37%，上升 2 个百分点）。28%的荷兰受访者依赖在线广告横幅（与 2013 年相比没有变化）和移动广告（28%，下降了一个百分点）。不到四分之一的受访者表示他们依赖移动文字广告（23%，下降一个百分点）。
"随着品牌对数字广告和分析越来越熟悉，他们对数字广告的投资也越来越大。然而，从全球趋势来看，电视广告的唯一到达率（广告只到达目标受众一次）仍然最高，达到 85%-90%，"比尔德说。"虽然数字广告具有很大的优势，比如有针对性的活动、临时调整和更多的创意机会，但对于任何营销人员来说，从电视转向全数字计划都是一个大胆的举动。线下和线上渠道的组合能产生最佳的投资回报率。
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尼尔森
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides comprehensive insights into consumer viewing and purchasing behavior. Nielsen’s “WATCH” segment provides viewing and listening measurement services to media and advertisers for all devices on which content – video, audio and text – is consumed. The “BUY” segment offers manufacturers and retailers of consumer packaged goods the industry’s only global view of retail performance measurement. By integrating information from both segments with other data sources, Nielsen provides its customers with world-class measurements and analytics that help improve performance. Nielsen, an S&P 500 company, is active in more than 100 countries, representing more than 90% of the world’s population. For more information, visit www.nielsen.com.
