Digital advertising faces trust gap

While the survey found that online word-of-mouth and product reviews on websites and blogs are on the whole viewed as trustworthy, consumers are much less appreciative of other digital channels, with ads via mobile SMS, pop-up ads, banner ads and ads appearing on search engines seen as less reliable than TV, print, outdoor and radio advertising.

The survey also revealed that Nokia is the most recognised brand using digital media, followed by McDonald’s and Coca-Cola. Reflecting the dominance in the ranking of multinational brands, Malaysia’s AirAsia is the only home-grown Asian brand to make the top 10.

The survey interviewed a total of 3,000 consumers across in the key markets of China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand.

For more on the Asia’s top digital brands survey, click here