New research on the effectiveness of sponsorship

The Nielsen Global Online Consumer Survey research has been released and showed that 64% of consumers "completely" or "somewhat" trust sponsorship as a form of advertising. This is the fastest growing in trust as it is up from 49% only two years ago. Sponsorship was ranked ahead of traditional, mobile and digital advertising. The only medium ahead of sponsorship was brand Web sites (70% found trustworthy). Inerestingly 70% of people trusted opinions they read online. The basic result - that consumers trust real friends and virtual strangers the most. How does this impact on your marketing?