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The most credible form of advertising comes straight from the people we know and trust. 85% of UAE online respondents say they trust the recommendations of friends and family, according to the Nielsen Global Trust in Advertising Report. This is one percentage point up from 2013 (84%).
Trust in advertising on editorial content, such as newspaper articles, increased four percentage points to 75% in 2015 as the second-most-trusted format, remaining in second place from 2013. 74% of UAE survey respondents indicate that they trust consumer opinions posted online, which rates third in 2015, up seven percentage points from 2013.
Nielsen’s Global Trust in Advertising Survey polled 30,000 online respondents in 60 countries to gauge consumer sentiment in 19 forms of paid, earned and owned advertising mediums. The results identify the ad formats resonating most strongly with consumers and those that have room to grow. Despite continued media fragmentation, the proliferation of online formats has not eroded trust in traditional (offline) paid channels. TV, newspapers and magazines remain trusted advertising formats.