Survey: Advertisers Flock to ‘Untrustworthy’ Media

By August 31, 2006

From Brandweek:
August 31, 2006By Todd WassermanNEW YORK — Though more marketers plan to advertise on blogs and public forums next year, only a small amount of consumers consider those formats to be trustworthy, according to a new report from Jupiter Research.Only 21% of consumers trust product information within such social media when mulling a product purchase. Consumers are twice as likely to trust information on a corporate Web site or on a professional review site such as, the research found.Nevertheless, the survey, which was released Aug. 29 by the New York-based Jupiter, found about 20% of advertisers surveyed planned to use viral marketing next year, mostly for branding purposes.“New viral marketers will adopt advertising within blogs and social sites just as heavily as experienced viral marketers, and will also place increasing brand awareness ahead of direct-response goals,” according to the survey, which was conducted in April among 273 U.S. advertisers and 4,182 consumers.The survey also sees a split between experienced viral marketers and novices when it comes to spending. One half of all experienced viral marketers spend more than 40% of their total ad budgets online. That’s twice the percentage that those with no experience in viral advertising spend, the report said.

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