Matthew Miller
Sep 17, 2013

Online ads earn more trust in Southeast Asia: Nielsen

SINGAPORE - While word-of-mouth still reigns supreme, online advertising formats such as banner ads, email and search-engine ads have gained higher levels of trust among Southeast Asian consumers over the last six years, according to a study by Nielsen.

The company's Global Survey of Trust in Advertising polled more than 29,000 Internet respondents in 58 countries, measuring sentiment toward 19 forms of paid, earned and owned advertising.

Since the prior edition of the study in 2007, online advertising saw the largest increase in trust levels for Southeast Asian consumers. Sixtyeight percent of Indonesian consumers said they trust consumerconsented email messages up 16 points from 2007 and 11 points higher than the global...

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