Nielsen Finds Consumers Trust Brand Content as Much as Editorial
Nielsen’s new global consumer survey provides interesting food for though into what people “trust” in terms of information sources.
For example, from a PR point of view its notable that keyword ads on search engines are lower down on the trust level. But they can still work well for advertisers. On the other hand, brand web sites and sponsorships were high up next to consumer opinions and editorial content. I’ve seen PR use a lot of brand material/web sites and sponsorships (e.g., CSR, trade sponsorships in the B2B world) for getting the information. It’s may be interesting to note that the trust level of those sources is at the same level of editorial content.
