Nielsen conducted surveys in August and September, 2011 of 28,000 consumers across 56 countries, which aimed to gauge customer perceptions of 19 advertising formats. The resulting report is the new Nielsen Global Trust in Advertising Survey. Overall, 92 percent of consumers say they are more likely to trust advertising that has been passed on by relatives or friends – the highest score among all ad formats.

Online reviews garnered 72 percent approval from consumers, which is an increase of 15 percent from four years ago. These trends clearly show that the social aspect of marketing can be extremely powerful and come close to reaching the level of word-of-mouth, which has long been considered the more effective advertising medium.

On the other end of the scale, text ads on mobile phones are considered the least trusted worldwide, as just 29 percent of respondents report confidence in the format. On a

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