Tayloe Gray discovered a recent Nielsen global online survey that discussed the trust levels across earned, owned and paid advertising formats, but effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Nielsen Consumer Neuroscience research shows that highly successful ads score well on three dimensions: attention, conversion to longterm memory and emotional engagement. So how can marketers ensure that their ads stand out on these factors? In Nielsen’s latest Global Trust in Advertising Survey, they asked 30,000 online consumers which advertising themes are most impactful. The findings shed light on the types of messages they most enjoy—and not surprisingly, they often differ by region and generation.
Ads depicting reallife situations resonate most powerfully, selected by 44% of global respondents. Consumer neuroscience research on learning and memory shows that employing familiar themes is extremely useful in driving memorability.
“Bestinclass ads share several characteristics: they’re relatable, follow an upbeat and simple storyline, use novel and striking imagery and make an emotional connection,” said Randall Beard, president, Nielsen Expanded Verticals. “These characteristics provide a strong foundation for creative development, but there are no ‘onesizefits all’ formula. What’s effective in one country or region won’t necessarily work well in others. A deep understanding of local preferences is vital.”
Here are the results:
Other findings from the recent Trust in Advertising report include:
- Self-reported action in response to advertising exceeds trust by more than double digits for ads served in search engine results, ads on social networks and magazines.
- More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family while two-thirds (66%) say they trust consumer opinions posted online.
- Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines.
For more detail and insight, download Nielsen’s Global Trust In Advertising report.