MANILA, September 17, 2013 – Even as the ad industry continues to develop new ways to sell products to consumers, an old favorite–word-of-mouth–comes out as the most influential on Filipino buyers.
According to Nielsen’s Global Survey of Trust in Advertising, 89% of Filipino respondents somewhat or completely trust recommendations from fellow consumers. The number has increased from 86% in 2007, and is higher than the global average of 85%.
The survey was conducted between February and March 2013, and polled over 29,000 internet respondents in 58 countries, measuring consumer sentiment on 19 forms of paid, earned, and owned advertising.
The survey also revealed that traditional paid media continues to rank high with Filipino consumers more so than consumers from other Southeast Asian countries.
Based on Nielsen’s report, 78% of Filipinos continue to place a degree of trust in TV ads, 79% in newspaper ads, and 75% in magazine ads. The numbers are significantly higher than the global average of 62% for TV, 61% for newspapers, and 60% for magazines.
That said, online paid media is gaining traction across Southeast Asia. In the Philippines, trust levels in online banner ads increased by four percentage points to 46%. More than half of Filipino consumers also said they trusted ads in search engine results (57%), and online video ads (51%).
Filipino respondents also placed the highest level of trust in owned advertising, with 82% believing brand websites to be credible.
"The positive response of consumers towards brand website content presents opportunities for marketers as it is an avenue where they can control the brand messages in a way that consumers consider credible," Stuart Jamieson, managing director of Nielsen Philippines said.
As for ad content, humor ranks lowest among Filipino consumers, with only 46% responding well to funny ads. More Filipinos responded well to ads depicting real-life situations (71%), family-oriented ads (66%), and value-oriented ads (56%).
"Advertisers should ensure that their brands connect with the consumers in a remarkable and meaningful way," Jamieson recommended.
"The effectiveness of the reach lies on the positive impact of the message on the consumers when they are making a purchase decision. Similar to their Southeast Asian neighbors, Filipino consumers’ hearts and minds are easily captured by advertisements which feature relatable situations, comedic relief, and advertisements that focus on family and health," he said.
