NEW YORK: Consumers have problems trusting online advertising, according to a global study by the Nielsen Company.

The survey claims messages in traditional media such as television, newspapers and magazines generated more confidence among consumers than those in web searches, links and banners.

Nielsen says 63% of respondents trusted newspaper ads, while 56% trusted TV spots and magazine placements. This contrasted with just 26% who trusted banner ads and 34% for search ads.

Results for mobile ads, often touted as the next big thing, were disappointing as only 18% of those surveyed claimed to trust them.

Consumer reviews posted online were more favorably received with 61% of respondents trusting them, while 60% trusted brand websites.

Personal recommendations scored highest with 78% of those surveyed expressing confidence in them.

Consumer-generated media in general scored highly. Globally, 61% of respondents said they trusted blogs and other forms of CGM, while the figure in North America was even higher at 66%.

Comments Nielsen's global MD of customized research David McCallum: "Advertisers around the world are able to reach consumers across an increasingly diverse range of media platforms.

"Even so, the recommendation of someone else remains the most trusted source of information when consumers decide which products and services to buy."

Data sourced from Adweek (USA); additional content by WARC staff