APAC Web Users Trust TV Ads - eMarketer

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APAC Web Users Trust TV Ads

Digital video ads, not so much

October 23, 2015

Across Asia-Pacific, internet users consider TV ads more trustworthy than video ads they see on digital media, according to March polling.

Internet Users in Select Countries in Asia-Pacific Who Trust TV Advertising, March 2015 (% of respondents)

Nielsen asked internet users around the world how they felt about video ads on different media. The survey found that among respondents ages 15 and older, those in India and Indonesia were more likely than anywhere else in Asia-Pacific to trust TV ads, at 79% each. Nearly as many respondents in Thailand said the same, and in the Philippines, 75% said they “completely” or “somewhat” trusted TV advertising.

The lowest trust for TV ads in APAC was found in Hong Kong, where just 46% of respondents were on board. In South Korea, a slight majority felt the same way.

Internet Users in Select Countries in Asia-Pacific Who Trust Digital Video Advertising, March 2015 (% of respondents)

Across the board, these figures were higher than when Nielsen asked the same question about digital video ads.

India was still the most trusting ad market, but trust levels for digital video ads were 9 percentage points lower than for TV.

The Philippines and Thailand were tied for second place, at 56% each, followed by China, at 54%.

For digital video ads, trust reached a low of just 33% in South Korea.

The same survey found TV commercials were much more likely to inspire action, as well. Overall, 74% of internet users in APAC said they took action after seeing a TV ad at least sometimes. For digital video ads, the share dropped to 58%.

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