In 2015 the top 11 most trusted advertising channels are...

The Nielsen Global Trust in Advertising Survey polled 30,000 online respondents in 60 countries to gauge consumer sentiment about 19 paid, earned and owned advertising mediums. 

I find this incredibly interesting. Use this to update your recommendation matrix, because if you want your brand and it's content to resonate with your audience and drive action you might want to change where you're publishing, where you're spending your budget...

For instance why would you be investing in Mobile Text Adverts when only 36% of the population trust that channel. Unless of course you know that your particular customer segment is particularly engaged through that medium.

I've read the report and pulled out the snippets I found most interesting. 

The 11 most trusted advertising channels are...

1 - Recommendations from friends and family 83%
2 - Branded websites - 70%
3 - Consumer opinions - 66%
4 - TVC's - 63%
5 - Newspapers - 60%
6 - Magazines - 58%
7 - Subscription emails - 56%
8 - Online video ads - 48%
9 - Search ads - 47%
10 - Mobile adverts - 43%
11 - Mobile text ads - 36%

The big surprise for me from this list is only 56% saying they trust advertising in emails they have subscribed to. That may be a result of many bad experiences but it would be interesting to dig deeper here and see whether what people thought they were subscribing to was what they received or changed over time, becoming more irrelevant or salesy.

Branded websites are the second-most-trusted advertising format, behind recommendations from friends and family.
Two-thirds trust consumer opinions posted online—the third-most- trusted format.
The proliferation of online ad formats has not eroded trust in traditional paid advertising channels. Roughly six-in-10 say they trust ads on TV (63%), in newspapers (60%) and in magazines (58%).

What's the right formula?

Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.
“The importance of understanding your audience and catering to their tastes cannot be overestimated,” said Beard. “Regardless of the delivery format, the most successful ads are those that speak to the sentiment of the audience.”
“While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work—they don’t generate awareness or drive any lift in purchase intent,” said Randall Beard, president, Nielsen Expanded Verticals. “As consumers are in control of how they consume content and interact with brands more than ever, understanding ad resonance across screens is the only way to successfully drive memorability and brand lift today.”

Brand Advocates

Passionate brand advocates can be powerful allies to amplify your message, but you need to give them a reason to talk. Evolve the relationship from a one-way sales pitch to a two-way conversation. And be transparent and accountable. Online brand advocates can quickly become adversaries with the power to damage credibility and reputation if things go wrong.”

Trust vs Action

For many paid advertising formats, however, self-reported action actually exceeds trust. That is, more consumers say they take action than find the ad trustworthy. This is particularly true for online and mobile formats. Self-reported action exceeds trust by more than double digits for ads served in search engine results (47% trust; 58% take action), ads on social networks (46% trust; 56% take action) and text ads on mobile phones (36% trust; 46% take action).

Best in class characteristics

“Best-in-class ads share several characteristics: they’re relatable, follow an upbeat and simple storyline, use novel and striking imagery and make an emotional connection,” said Beard.
“These characteristics provide a strong foundation for creative development, but there’s no ‘one-size-fits 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.”
“The importance of understanding your audience and catering to their tastes cannot be overestimated,” said Beard. “Regardless of the delivery format, the most successful ads are those that speak to the sentiment of the audience.”