Nearly seven in 10 Vietnamese consumers indicated their trust in television ads, which is above or consistent with the global average of 63 per cent.

At least 65 per cent of consumers continue to trust ads in magazines and 60 per cent in newspaper and radio ads.

Craig Johnson, head of Nielsen's reach solutions in Southeast Asia, North Asia and Pacific, said: "The proliferation of online formats has not eroded trust in traditional (offline) paid channels. TV still delivers the highest unduplicated reach (reaching each audience member only once) of 85-90 per cent."

"While digital ads can present considerable advantages — such as precision-focused campaigns, in-flight adjustments and more creative options — moving from TV to an all-display digital plan is a bold move for any marketer. A mix of offline and online channels can yield the best ROI," he said.

Among paid ads online, 55 per cent of Vietnamese consumers put the most trust in ads that appear after search engine results.

The credibility of online video ads, advertisements in social networks and online banner ads closely followed at 52 per cent, 48 per cent and 45 per cent, respectively.

The Nielsen report also revealed that although trust and action were clearly linked, credibility was not always a prerequisite to purchase intentions.

In Vietnam, action exceeded trust across the 19 advertising formats in the survey.

Respondents who trust the recommendations of people they know claim they take action on these opinions most of the time (action at 93 per cent vs trust at 89 per cent).

Self-reported action for branded websites and ads on TV stood at 89 per cent and 82 per cent, respectively.

Formats that earned lower trust levels, however, can be extremely effective in driving consumers to the point of purchase. This is particularly true for online and mobile formats.

Self-reported action exceeded trust by more than double digits for ads on social media (48 per cent trust; 72 per cent take action), ads in search engine results (55 per cent trust; 79 per cent take action), online banner ads (45 per cent trust; 64 per cent take action), ads on mobile devices (37 per cent trust; 58 per cent take action) and online video ads (52 per cent trust; 70 per cent take action).

"Online and mobile formats make it easier for consumers to take quick action on advertisements," Johnson said. "With a click, consumers are directed to a place where they can receive more information or purchase the item."

According to the report, advertising that is family-oriented was the most likely to resonate among Vietnamese consumers, while ads that are health-themed, humorous and related to real-life situations also fared well.

"To make a lasting and significant connection with consumers, advertisers need to understand the audience and their preferences," Johnson said. "Advertisements that feature relatable situations and comedic relief, and which focus on family, values and health greatly appeal to consumers in Southeast Asia and have the most positive response."

Southeast Asia

The Nielsen report also revealed that word-of-mouth recommendations from people they know and trust continued to be the most trusted source of advertising by consumers in Southeast Asia.

Across Southeast Asia, 88 per cent of consumers placed the highest level of trust in word-of-mouth recommendations from people they know, with Filipino consumers leading the way at 91 per cent (up 1 point from 2013).

Word of mouth endorsements gathered the biggest increase in approval from Vietnamese consumers, up eight points to 89 per cent.

Similarly, 89 per cent of Indonesians (up four points) gave the advertising source the nod, followed by Malaysians (86 per cent, up 1 point), Singaporeans at 83 per cent (down two points) and Thais at 82 per cent (three-point increase).

Johnson said mastering online word-of-mouth marketing techniques can result in a quicker and viral reach.

Brand marketers can widen the circle of trust of consumers by engaging passionate brand advocates to amplify their message and giving them a compelling reason to talk.

Nielsen's Global Trust in Advertising Survey polled 30,000 online respondents in 60 countries to gauge consumer sentiment in 19 forms of paid, earned and owned advertising mediums.

VNS