匈牙利人也信任传统媒体的广告，并受其影响
匈牙利消费者对广告的信任度远高于欧洲平均水平
Budapest, September 28, 2015 – Most Hungarian consumers consider eight to ten to be authentic advertisements, which come as a recommendation from people they know and trust (81%). That rate is 1 percentage point more than two years ago. Among other things, this is what Nielsen’s survey of consumer attitudes toward advertising in sixty countries includes.
Other order: Seven out of ten Hungarian respondents name their own websites (68%), six out of ten (62%) trust the information in other consumers’ online posts, and 56% trust those who read or read an editorial opinion in a medium. or to a lesser extent authentic.
在全球范围内，平均 83% 的受访者对熟人或家人的信息完全信任或不太信任。70%的品牌'网站，66%的其他消费者的网上帖子，以及56%的电子邮件。
值得注意的是，与欧洲平均水平相比，更多的匈牙利人认为各种广告是可靠的。与欧洲大陆 31 个国家的平均水平相比，匈牙利受访者对以下广告形式的信任度至少高出 10 个百分点：品牌赞助（54%）、订购的电子邮件（55%）、在线搜索引擎中出现的广告（47%）、电视节目中出现的产品（47%）。
A worldwide survey shows that it is not possible to formulate a simple, general rule on how to maximize the effectiveness of advertising in saturated markets or how to understand consumers’ perceptions of advertising in the different media platforms they use on a daily basis.
“Once companies have started tracking their consumers online, one-third of online advertising campaigns don’t work. It doesn’t attract attention and in no way encourages you to buy, ”says Randall Beard, a Nielsen expert. – “Nowadays, consumers have much more control over what content they get to know and engage in a dialogue with brands. Thus, there is only one way to succeed in remembering a brand as many people as possible: You need to know how to receive advertisements on the screens ”.
Nielsen’s trust in advertising was measured online among 30,000 Internet users in sixty countries. It aims to gain an insight into consumer perceptions of nineteen forms of advertising in so-called paid, acquired and owned media. Based on the results, we will find out which advertisements are the most responsive to consumers and which there is room for further growth.
对传统广告的信任依然强烈
总体而言，尽管媒体正变得越来越分散，但网络形式的激增并没有削弱人们对传统（线下）渠道的信任。电视、报纸和杂志仍然是大多数消费者认为最可靠的广告媒体。全球每十个受访者中就有六人以上（63%）对电视广告有完全或较低的信任度，比两年前的调查提高了一个百分点。认为报纸广告（60%）和杂志广告（58%）可信度较低的人略有减少，分别比去年减少了一个和两个百分点。
自 2013 年以来，受访者对付费在线和移动广告的信任度保持相对稳定。在 60 个国家中，近一半的受访者对在线视频广告有完全或部分信任（48%，与两年前一样）。47% 的受访者对在线搜索引擎广告的信任度下降了 2 个百分点。全球每 10 位受访者中就有 4 位信任在线横幅广告（42% 不变）。移动广告的信任度为 43%，下降了 2 个百分点。只有三分之一的受访者认为移动文字广告可信（36%，下降 1 个百分点）。
“As brand owners have steadily increased their spending on digital advertising, they have become more and more fond of digital advertising and measurement. But even so, TV still provides 85 to 90 percent of the biggest one-time access. That is, advertising only reaches each viewer once, ”says Beard. “While digital advertising offers significant benefits, such as more targeted advertising, on-the-fly campaign modification and more creative options, moving from TV to an online-only model would certainly be a bold move for any market player.” It is better to consider coordinating offline and online channels in order to get the best return on investment ”.
传统媒体对 21-34 岁人群高度敏感
在线和移动形式的广告最受 21-34 岁人群（Y 世代）的信赖，因为他们是伴随着互联网成长起来的。紧随其后的是 35-49 岁的人群（X 代）。略高于一半的 Y 世代认为视频广告（53%）和社交网站上的广告（51%）是真实的，47%的人认为横幅广告是真实的。每 10 个 21-34 岁的受访者中就有 4 个信任手机上的文字广告。
But Generation Y isn’t just above the average susceptible to online and mobile advertising. In terms of trust in the nineteen forms of advertising and channels examined, 21-34-year-olds have the highest proportion – including TV, newspapers and magazines. Furthermore, they are the ones who account for the largest proportion of the nineteen of the nineteen forms of advertising.
"比尔德说："Y 世代使用媒体的方式与他们的同龄人不同，因为他们更关注何时何地观看、收听或阅读内容，以及使用何种设备。"不过，尽管他们对传统媒体的依赖程度相对较低，但他们对与传统媒体上出现的广告进行互动的信心和意愿仍然很强。综合、多渠道的方法对所有年龄段的人来说都是最好的解决方案，但对接触 21-34 岁的人来说至关重要。
在线格式使快速行动更容易
尼尔森的调查还强调了信任与广告之间的联系。然而，真实性并不总是购买意向的先决条件。因为被少数人认为真实的广告形式在引导消费者购买方面可能非常有效。
例如，世界各地的受访者对熟人和亲戚意见的信任程度平均与听从他们建议的程度相当。这两项指标均为 83%。同样，70%的受访者对品牌自身网站的信任度和关注度相同。
然而，许多付费广告的购买动机超过了认为广告真实的比例。在线和移动广告的情况尤其如此。例如，平均 47% 的受访者信任出现在在线搜索引擎上的广告，但这些广告同时也激活了 58% 的受访者的购物欲望。社交媒体网站（46% 信任，56% 激活）和手机（36% 信任，46% 激活）的情况也类似。
例如，在匈牙利，报纸和电视上的广告促使更多的消费者采取行动，而不是相信广告。在报纸上，50% 的人信任广告，但 55% 的人激活了广告。45%的人信任电视广告，54%的人激活了广告。对于杂志广告，这两项指标均为 47%。
“Advertisements that activate more consumers than they trust have a common denominator. It is that they advertise easily accessible products or services, ”Beard said. “You like it and you buy it.” Online and mobile forms make it extremely easy for consumers to live for the moment and respond to an advertisement with lightning speed. Often, consumers simply click on a link and go to a page where they either get more information about a product or buy it right away. ”
| 21 至 34 岁的高级广告客户比例最高 | |||||
| 在接受调查的 60 个国家中，平均信任所有或部分不同形式广告的受访者比例。 |
| ||||
| 广告形式 | Z 世代 (15-20岁) | Y 世代 (21-34 岁） | X 世代 (35-49 岁） | "潮 "一代 (50-64 岁） | 安静的一代 (65 岁以上） |
| 推荐给亲友 |
83% |
85% |
83% |
80% |
79% |
| 品牌网站 |
72% |
75% |
70% |
59% |
50% |
| 网上发布的其他消费者的评论 |
63% |
70% |
69% |
58% |
47% |
| 编辑内容，如报纸文章 |
68% |
68% |
66% |
60% |
55% |
| 电视广告 |
58% |
67% |
64% |
55% |
48% |
| 当一个品牌赞助 |
62% |
66% |
62% |
52% |
42% |
| 报纸广告 |
57% |
62% |
62% |
55% |
53% |
| 在杂志上刊登广告 |
57% |
62% |
61% |
50% |
46% |
| 电影前广告 |
54% |
60% |
55% |
42% |
31% |
| 在电视节目中植入产品 |
51% |
60% |
56% |
42% |
39% |
| 广告牌和其他公共空间广告 |
59% |
60% |
57% |
46% |
38% |
| 订购的电子邮件 |
54% |
57% |
56% |
53% |
54% |
| 广播广告 |
51% |
55% |
57% |
49% |
42% |
| 在线视频广告 |
45% |
53% |
50% |
37% |
27% |
| 在网络搜索引擎上做广告 |
43% |
52% |
50% |
41% |
33% |
| 在社交媒体上做广告 |
45% |
51% |
47% |
35% |
26% |
| 在移动设备（智能手机、平板电脑等）上投放广告 |
42% |
48% |
45% |
31% |
20% |
| 在线横幅 |
36% |
47% |
43% |
34% |
25% |
| 手机文字广告 |
32% |
41% |
38% |
27% |
18% |
来源：尼尔森消费者信息与知识公司尼尔森消费者信息与知识公司
方法
尼尔森全球广告信心调查于2015年2月23日至3月13日进行。除欧洲、亚洲和大洋洲、北美和南美、中东和非洲外，还有60个国家的30,000多名消费者接受了调查。
The sample in each country is representative of the age and gender of Internet users, with a maximum error rate of plus or minus 0.6 percent. The survey only takes into account the consumption habits of those with Internet access. The proportion of people accessing the Internet varies from country to country. Nielsen conducts research only in countries where Internet penetration is at least 60 percent or at least 10 million people have Internet access. Nielsen’s Global Omnibus Research, which includes the Consumer Confidence Index, was launched in 2005.
关于尼尔森
Nielsen (listed on the New York Stock Exchange as NLSN) is a global performance optimization company. It provides a complete picture of what consumers are watching (“Watch” business) and what they are buying (“Buy” business). Nielsen’s “Watch” division provides media and advertising customers with a total audience measurement service for all devices (video, audio, text) that consume content. Nielsen’s “Buy” division provides manufacturers and retailers of daily consumer goods with a unique, comprehensive view of retail performance in the sector. By integrating information from “Watch” and “Buy” research, as well as other data sources, Nielsen provides its customers with world-class measurement and analysis that further enhances their performance. Nielsen is present in more than 100 countries and thus covers 90 percent of the world’s population. Nielsen is listed on the U.S. list of financial services firm Standard & Poor’s, from which the U.S. stock index is calculated. For more information, please visit our website: www.nielsen.com
