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Most Trusted Ad Formats
The proliferation of online ad formats and digital advertising in general
hasn’t done much to erode the trust consumers have in traditional paid
advertising channels. In Nielsen’s Global Trust in Advertising report,
approximately 60 percent of people say they trust ads in newspapers,
magazines, and other forms of print advertising.
Trust in both print and digital advertising has remained largely
consistent since 2013. With that said, print advertising still seems to
offer advertisers and brands more memorability with efforts made than
digital advertising does.
PRINT
&DIGITAL
ADVERTISING
A Review and Comparison
TRADITIONAL ADVERTISING 2015
63%
Ads on TV
60%
Ads in newspapers
58%
Ads in magazines
56%
Billboards & other outdoor advertising
55%
TV program product placements
-1% from 2013
-2% from 2013
-1% from 2013
0% from 2013
Ads on radio
54%
-3% from 2013
Ads before movies
54%
-2% from 2013
DIGITAL ADVERTISING 2015
48%
Online video ads
In today’s digital world, it can sometimes seem as if there is no use for print advertising as
+1% from 2013
47%
Ads served in search engine results
0% from 2013
-1% from 2013
part of any advertising and marketing strategy. According to a recent study by eMarketer,
Global digital ad expenditures have already jumped 18 percent this past year to capture
nearly 30 percent of the total advertising market. The United States, the world’s leading digital
46%
Ads on social networks
43%
Ads on mobile devices
advertiser, experienced a 16.8 percent increase in digital ad spend this year alone. That number,
accounting for nearly 32 percent of total media ad expenditures, is expected to increase to over
41 percent by 2019. Needless to say, the outlook for digital advertising going forward is an
optimistic one.
42%
Online banner ads
Text ads on mobile phones
36%
-2% from 2013
-2% from 2013
0% from 2013
-1% from 2013
While it is true the increase in digital ad expenditures have negatively affected advertising
investments in traditional media such as TV and print, print advertising for the b2b marketer is
still effective. It’s simply a matter of striking the right balance between the two and using each
in a manner that is best aligned with their respective characteristics.
Source: Nielsen Global Trust in Advertising Survey, Q1 2015 and Q1 2013
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ACTION VS. TRUST
Print Offers Greater “Share of Eye”
Digital ads do not offer the same level of “Share of
Eye” that print ads have. A key reason for that is the
fact there is no such thing as a full-screen digital
ad. Digital ads tend to send consumers scrambling
to find the “X”, Skip, or Close button so they can go
back to doing what they were doing before they
were interrupted. When a reader turns the page
and discovers an impactful full-page ad, it tends
to hold attention and allows for a deeper, more
meaningful engagement.
According to the Center for Media Research,
McPheter & Company used 30-second TV ads, fullpage four-color magazine ads, and Internet banner
ads in standard sizes, and used eye-tracking
software to determine if (and how) Internet adds
were actually seen by respondents to the study.
Results found that a full-page, four-color magazine
ad had 83 percent of the value of a 30-second
television commercial. Whereas, a typical Internet
banner ad had just 16 percent of the value of a
30-second television commercial.
Digital Advertising Makes it
Easy to Take Action
Though print advertising offers a greater “Share
of Eye” and is generally viewed in a trustworthier
manner than digital advertising, taking action in
response to the ad is difficult. Now, trust and action
are clearly linked, but industry reports have shown
credibility and trust isn’t always a prerequisite to
purchasing. Why is this?
According to the Global Trust in Advertising survey,
action exceeds trust on a variety of advertising types
that range from ads seen on television or heard on
the radio, to online video or banner ads. Digital ads
have shown a larger gap between trust and action
than traditional advertising does, and the reason is
easy access to products and/or services.
Online and mobile advertising formulas make it
exceptionally easy for consumers to live in the
moment and take immediate or near immediate
action on the advertisement they are currently
seeing. This is a trend that does not show any
signs of slowing down as more and more digital
advertising efforts become more savvy in
connecting and engaging with a target audience
and getting them to take the desired action you
want as a B2B marketer.
Precision-Focused Campaigns
and Ultimate Flexibility
Another area in which digital advertising outpaces
print is the ability to reach targeted customers
more effectively. Many of the digital advertising
tools and strategies used today were designed
to target specific sets of customers or audiences.
Print displays advertisements to more of a mass, or
general, audience but digital advertising allows for
marketing efforts geared towards people who are
specifically looking for what you have to offer when
they are looking for it.
When it comes to flexibility, digital advertising is
like no other advertising format. With print and
traditional advertising once your ad is out there,
you don’t get to make changes or ask for a do-over.
What’s done is done and if something for a print
publication misses deadline, you’re unlikely to get
what you’ve put together squeezed in. In the digital
world, changes can be made on the fly whenever
you need to. Additionally, digital advertising is able
to deliver immediate results and highly detailed
reports on how your digital advertising efforts
worked out (or didn’t).
Percent of global respondents who completely or somewhat trust advertising format
percent who always or sometimes take action on format.
TRUST
69%
66%
69%
69%
66%
66%
69% 69%69%
66% 66%66%
69%
69%
69%
69%
66%
66%
66%
69%
66%
69%
69%
66%CONSUMER OPINIONS
POSTED ONLINE
63%
63%
63%
69%
63%
69% 69%69% 63%
63%
69%
66%
69%
63%
63%
ADS ON TV
69% 69%
63% 63%63%
66% 66%
63%
63%
63%
63%
63%
63%
63%
60%
56%
60%
60%
60%
56%
56%
56%
63%
ADS
IN
NEWSPAPERS
EMAILS
SIGNED62%
UP FOR
63%
63%
63%
62%
63%
63%
61%
60%
56%
61%
60%
56%
60%
56%
NETWORKS
42%
42%
50%
50%
50%
50%42%
42%
50%
43%
43%
43%
50%
50%
50%
42%
43%
50%
42%
50% 42%
50%
63%
63%
69% 63%63%
69% 63%
63% 63%63%
60% 60%60%
63%56%56%
63% 63%
63%56%
63% 63%
62%
60% 60%
62%
62%
62%
62%
56% 56%
62%
62%
62%
59%
59%
59%
59%
61%
61%
61%
61%
58%
58%
58%
58%
55%
55%
55%
55%
62%
62%
62%
59%
62%
58%
62%
62%
61%
59%
58%
59%
58%
61%
58%
56%
55%
61%
58%
58%
55%
56%
55%
BRAND SPONSORSHIPS
TV PROGRAM
BILLBOARDS & OTHER
62% 62%62%
62% 62%62% ADS IN MAGAZINES 59%
59%
59%
PRODUCT
PLACEMENTS
OUTDOOR
ADVERTISING
61% 61%61%
58% 58%58%
62% 62%
62%
55%55%
55%62%
59% 59%
61% 61%
58%
58%
55% 55%
58%
58%
58%
58%
58%
58%
58%
58%
56%
56%
53%
56%
56%
56%
56%
56%
56%
53%
53%
46% 53%
48%
47%
46%
46%
46%
48%
48%
48%
47%
47%
47%
58%
58%
58%
58%
58%
56%
56%
53%
58%
56%
46%
48%
56%
47%
53%
56%
56%
53%
46%
48%
47%
46%
48%
47%
58% 58%58%
58% 58%58%
50%
56%56%
56% 56%56%
53%53%
50% 42%
58% 58% 47% 47%47% 56%58%
46% 53% 48% 48%48%
46%
46%
58%
56%
56% 56% ONLINE
53% 53% 48% ONLINE
ADS56%
SERVED IN SEARCH
ADS ON SOCIAL
46% 46%
48%
47% 47%
VIDEO ADS
ENGINE RESULTS
69%
69%
69%
69%
69%
50%
43%
50% 43%
50%
62%
58%
58%
47%
42%
50%
BANNER ADS
36%
36%
36%
36%
43% 46%
46%
46%
46%
36%
36%
46%
46%
46%
36%
36% 36%36%
42%
43%
43%
42%
43%50%
46% 46%46%
50%42% 50% 50%
50% 50%
36% 36%
42%
43%
50%
42%
43%
46% 46%
50%
50% 50%
ADS ON MOBILE
DEVICES
3
ACTION
Source: Nielsen Global Trust in Advertising Survey, Q1 2015
TEXT ADS ON
MOBILE PHONES
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Print Advertising Resonates Strongly With Millennials
What’s not surprising about Millennials (age 21-34) is
they have the highest levels of trust in digital advertising
efforts. They did grow up in the age of the Internet and
learned how to navigate those murky waters early on.
What is surprising about Millennials is how much more
strongly they positively react to print advertising efforts.
According to the Nielsen Global Trust in Advertising
survey, nearly 70 percent of Millennials trust editorial
content they read in newspapers, blogs, and articles.
Just over 60 percent of them trust ads in magazines,
newspapers, and billboards or other outdoor advertising.
That’s a vast difference when compared to ads they see
online, with an average of just 48 percent reporting they
trust those.
Budgets and Competition Level Matter
Two topics that can’t be overlooked when it comes to
print and digital advertising is how far your ad dollars
go and what level of competition will you be facing. It
doesn’t matter how perfect of an idea you have, or think
you have. If the ad being created is one that is more in
line with what would succeed in print advertising, but you
lack the budget to make an investment that makes sense
to experience that success – it’s unlikely to be a good idea
to move forward with it anyway.
concept that would help break through all the clutter on
the Internet. You wouldn’t move forward just because you
have the financial means to do so. Advertising, whether
it’s print or digital should be used as a means to reach a
goal and enjoy success.
Given the, sometimes, substantial difference in cost
between print and digital advertising efforts, it’s easy to
declare digital advertising as the way to go forever and
always. That’s not necessarily the case when competition
level is taken into consideration.
One of the larger drawbacks to digital advertising is the
overuse of other companies and individuals that are able
to compete equally with you for attention in the digital
world. Nearly half of all digital advertisements aren’t even
seen by the people being targeted due to a variety of
factors, most of all is competition and the speed in which
people ‘surf’ for information on the Internet.
In print publications your ad owns the space in which it
is printed on. It is the only thing that person will see and
their undivided attention will be focused on your ad and
brand. Because of this, along with several other factors,
print advertising offers businesses a greater degree of
brand lift and memorability.
Likewise, you could have the budget to run what you
expect to be a successful digital advertising campaign
but are having a difficult time creating an ad or even
Conclusion
There are inherent advantages and disadvantages when utilizing print and digital advertising to accomplish
specific goals for an organization. While print advertising enjoys a greater degree of trust and attention-holding
across all generations and age groups, the reach of print advertising is oftentimes limited in scope, offers few
ways to track the results of a campaign, and typically carries a more substantial investment.
Digital advertising is quite the opposite with respect to print. Digital advertising enjoys greater flexibility, global
reach, measured and specific reporting tools, and substantially less investment. Coupled with the power of the
Internet, and most people in developed nations having an Internet connection, digital advertising is capable of
driving consumers to take immediate action on a product or service in real-time.
For any organization wanting to maximize brand impact and favorable actions taken, a B2B advertising and
marketing strategy must have an intelligent mix of digital and print advertising. Cross-platform ad exposure (the
same person seeing both your magazine ad and your digital ads) drive greater memorability and brand lift than
single platform exposure (Digital, Print, TV), even when adjusted for frequency.
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