Brands feature consumer reviews in online ad unitsPosted: March 10, 2010
Consumer trust in advertising can be elusive. Only 33% of consumers
trust online banner ads, reports a global Nielsen
report on Trust in Advertising. Despite this, Display advertising
represents approximately 34% of all digital advertising spending,
according to the most recent IAB/PwC
report on Internet Ad Revenues.
The same Nielsen study reports that although trust in online ads
is low, 90% of consumers trust recommendations from people they know and
70% trust consumer opinions posted online. According to Jonathan
Carson, President of Online, International, for the Nielsen Company,
"The explosion in Consumer Generated Media over the last couple of years
means consumers' reliance on word of mouth in the decision-making
process, either from people they know or online consumers they don't,
has increased significantly."
Fortunately, Viewpoints can help brand advertisers increase
consumer trust in their display advertising. We create "Social Ad Units"
for our clients which integrate authentic and credible testimonials
from real life, actual, customers into branding ad units. The
consumer voice is infused into the brand message, creating a vibrant and
compelling message that jumps out to consumers. We have deployed
numerous Social Ad units and found that in addition to the lift in
trust, these ad units tend to be among the highest performing ads in our
partners' media programs. Viewpoints social ad units can be run on
Viewpoints.com and beyond.
Featuring fan endorsements in brand advertising is yet another
way Viewpoints puts the power of our community to work for our
partners. Please contact to see what we can do for YOUR brand.